16 - 22 August 2001

Upgrading the product

A news item in The Malta Independent yesterday highlighted a situation that is predominant in many sectors in Malta. The report said that some students had been treated badly by a bus driver on their way back home. The students did not react and this, apparently, made the driver even more irate. Similar incidents are common fare in Malta and one would be
mistaken in believing that our ramshackle bus service is solely to blame. Unfortunately, this “abuse” has permeated into other sectors of society namely the entertainment and restaurant business.
It is a shame that diners at a restaurant complain that the food is not up to standard and they are treated as if they had committed some sort of a crime. Matters are made worse when tourists – the bread and butter of many restaurants during summer – are treated in such a manner.
The Malta Tourism Authority, the Malta Hotels and Restaurants Association and other organisations are doing sterling work to bring over more tourists to Malta every year. Tourism has been on the decline for the past couple of years and while trends in foreign markets have affected Malta’s tourist base, one wonders whether the Maltese themselves are to be blamed.
A tourist to our islands gets an idea of what he is in for as soon as he arrives at the airport. Out of the terminal he is faced with a line of badly dressed taxi drivers waiting like sharks for a scrap of food. The tourist’s only concern is getting to his hotel, little knowing that he is about to be ripped off for a 6 Km minute trip that would cost less in central London. In spite of numerous complaints – from locals as well – not much has been done to improve the situation.
Unless the tourist decides to hire a car, the alternative is getting the bus to commute. Here again, they are literally taken for a ride by the bus drivers who overcharge them or hand over the wrong change. If this is not enough, they face a barrage of insults in Maltese, naturally, simply because they are asked for directions. Has anything changed? No!
In 2001, the tourism industry has another problem to overcome. Since the beginning of June one has to ask which bays are fit for swimming, hoping that the water is not polluted with sewage. It was only after the problem was raised by The Malta Independent did the authorities take notice.
It is a pity that after so many years, the very basic principles in selling a product have still not been learnt. In other major tourist destinations in Europe, the idea of Eco-tourism is picking up fast. Governments have realised that by providing a clean environment they will increase their tourist base. In Malta, we are still trying to understand what the term “environment” is all about – cleaner air, cleaner beaches, less rubble in the streets, better roads, strict enforcement on those vehicles that spew thick clouds of burnt diesel. These are the simple things that tourists have come to take for granted in their own country.
Improving the product we give visitors to our island does not only mean excellent hotels and entertainment facilities. Those who believe that this is sufficient have no idea what product development is all about. Value added is the key to success in any business and tourists want value added. We must never forget that tourism is responsible for around 25 per cent of the country Gross Domestic Product (GDP) and therefore the sector requires even more attention. The onus does not lie solely with the Minister of Tourism but every single member of Parliament. They, as elected representatives of the people, need to do much more in this regard.
However, all is not doom and gloom. We have a lot to offer and already do. With a good command of the English language, excellent hotels, a great climate, good food and entertainment, Malta can easily compete with any other destination in Europe. Yet, our competitive strength only lies in providing that something extra that the others do not have.
Our tourism product is like a very good cake. It tastes fine but visually is not enticing. We are missing the icing on the cake – not because we don’t know how to produce it but because we have taken the product – and eventual sale – for granted. Gone are the days of sun, sand and sea tourism. Tourists have become more educated and demanding. Unless the authorities and all those involved in the sector are going to address this issue, millions could be spent on advertising abroad, to little or not effect. Advertising begins at home. From what can be seen, it is certainly not effective.