REPACKAGING OF MALTA

By JOSEPH VELLA

Recently an official finding by the Ministry Of Tourism concluded that the lucrative tourist industry in Malta is in decline, after enjoying many consecutive years of record growth. Tourism Minister Karmenu Vella has called for better marketing, to attract people of better taste and discrimination to Malta's shores. Five main issues profiled in a recent publication of 'Island Travel Trader Online' were objectively examined. The survey, admirably released over the Internet for the world at large to dissect, identified corrective steps which need to be applied, if Malta were to hold its own against increasingly fierce global competition.

Left unsaid was the imperative need to improve public attitudes towards guests, who choose to honor Malta by their presence, more so by those who cater to the tourist industry. For a start, the dishonest practice of short changing visitors, and the imposition of a two-tiered pricing system for locals and foreigners at retail stores must end. Malta simply cannot afford to kill the bird which lays its golden eggs. Minister Vella's mea culpa analysis is a first redemptive step towards moving Malta in the right direction, provided good administrative intentions are translated to individual actions with single minded dedication and national resolve. Master plans, no matter how well intended have a way of transforming into hyperbole, lacking a three-way partnership between Government, the private sector and individual citizens, working in unison towards a common purpose. To plan one's work is one proposition, to work one's plan is another, notwithstanding the very best and noblest of intentions.

Given the smallness of Malta's size and the subsequent adverse impact on its infrastructure, environment and society, mass tourism is no longer a viable solution. The answer lies in active promotion of niche markets, other than the normal sun, surf and sea visitor. This strategy should ensure that Malta attracts upscale sightseers throughout the year. Malta's unique history of ancient and recent vintage if properly advertised, should draw sophisticated folks from the United States and Canada en masse, in search of heritage and antiquity simply unknown in the new world. Other emerging markets in Asia and Eastern Europe should be explored with equal determination, but from slightly different demographic angles. What Malta needs more are historical sites preservations, re-enactments of memorable events and pageantry, and not contemporary theme parks now under active consideration.

Over the millennium, providence has endowed Malta with more history per square kilometer than anywhere else on earth. This sizable advantage can be further enhanced with beautification projects costing little relative to investment. A case in point is planting subtropical palm trees or other native plants which flourish in the Mediterranean, in place of the old and unsightly stumps which now disfigure the Sliema front. These ecological eyesores reflect negatively in the discriminating eyes of experienced world travelers, who rightfully expect to find the same high environmental standards in Malta as they would in other Western countries. A tax free incentive on donations should be established in favor of Maltese and foreign business companies , who elect to help the government beautify and cleanse Malta. As an inducement, the authorities could match philanthropic donations lira for lira, or in some other proportional ratio. Surely civic pride in Malta is alive and well. With will and fortitude, Malta can give other vacation destinations a run for their money.

Marketing authorities are well advised to consider offering travel vouchers which might be redeemed or cashed in on return trips. Discounted costs for hotel accommodations, restaurants, tours, etc. funded by the Government in concert with private industry, would bring to fruition the admirable co-operation sought for by Minister Vella. Such indirect subsidies are an excellent means to offset the artificially high rate of monetary exchange demanded for Maltese currency against the US$ and other foreign denominations. The inflated value of LM is a major obstacle to Malta's seeming inability to expand its fair share of the vast and most lucrative North American market.

While Malta's crown jewels lies in its irreplaceable megalithic temples, its profile may be further enhanced through imaginative market promotion. How about designating Malta as a honeymoon haven, a "Lover's Island" or "Lover's Paradise" to attract folks in search of romance and adventure. Knowledgeable folks worldwide know of Odyssey, the epic poem attributed to Homer recounting Ulysses' romantic but near fatal encounter with siren mermaids off Calypso. Why not capitalize on this popular episode in Greek mythology, by making it public knowledge that Calypso was in fact Gozo, Malta's sister island of romance!! Never underestimate the unlimited profits generated by creative, even corny advertising. The power of suggestion is awesome in Western culture and Japan, and more so in the United States where the one minute sound bite has been turned into an exclusive art form. When all is said and done, no amount of improvement on a national scale is going to generate additional income if not properly promoted to the outside world.

E-mail to Joseph Vella: joevella@prodigy.net

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