Editorial: In tourism, quality must replace quantity

The tourism industry is driven by multiple complex cogs and wheels that promote economic growth and social well-being when they move in sync. Small Mediterranean islands are updating their tourism strategies to deal with the challenges facing the industry after COVID and the new economic realities being experienced in Europe.

The wheels of Malta’s tourism also need oiling after two years of barely moving.

Practically all industry policymakers acknowledge that quality of service needs to be the bedrock of the renaissance of tourism. Still, critical observers note that the Holy Grail of the industry seems to be boosting visitor numbers to 2019 levels.

Whether stakeholders in the industry admit it or not, Malta attracts mainly the lower end of the tourist market. This sector is primarily attracted by low-cost airfares, frequent connectivity, relatively cheap accommodation, affordable food and beverages, and good weather.

Destinations that aim to attract better quality tourists, who are prepared to spend more in return for an exceptional holiday experience, are often advised by industry experts not to compete on price.

Malta’s tourism operators need to challenge the prevailing “back...