The report presents an overview of the national and international tourism policies that have been drafted and implemented throughout the years. I will compare and contrast the Maltese Tourism Policy (2006 & 2012) with the British Tourism Policy (2011). Goeldner and Ritchie (2009) identify a tourism policy as a set of regulations, rules, guidelines, directives, and development/promotion objectives and strategies that provide a framework within which the collective and individual decisions affecting long-term tourism development and the daily activities within a destination are taken”. The main purpose of any tourism policy is to generate income and create employment. In fact, tourism is one of the crucial generators of income all around the world. In this case, the two countries; Malta and England are largely dependent on this industry so it is of particular importance that they adapt an effective policy.
Malta’s Tourism Policy 2012; new set of challenges
As the preceding Policy came to an end, a couple of months ago the Maltese government drafted a new tourism policy planned for the years 2012-2016. It has been also launched online for a four week period of consultation from the public. By this, the policy has also acknowledged the importance of including the locals. This was one of the primary difference that the current policy shown improvement from the previous one. In addition, drafting a second policy means that the former policy has successfully generated positive results.
The Tourism Policy of 2012, acknowledge that compared with the situation of the previous years, the Maltese tourism today has shifted towards being more diverse; “less seasonal and less dependent on tour operator business…consequently much stronger today than it was five years ago” (p7). In fact, a new set of objectives were established to face the current challenges including; financial security, environmental and social awareness, accessibility, innovation etc… Another variance is that the existing policy focuses on wider objectives and not simply on economical factor. This Policy, also tackles both the environmental and social aspects as separate dimensions. Even though the Maltese islands are relatively small, there is still the need to do things properly and accurately. While the former plan focused on environment, economy, education, employment and sustainability objectives, the new policy persisted on the economic, environmental, social, quantitative and qualitative objectives.
Objectives within the former policy were all listed in a single division while the present one sub divided these objectives within four goals. This will help both the planners and the public to understand better the whole purpose and concept of every objective. For example, regarding economic goals, the previous plan outlined three objectives: 3) to increase tourism earnings and tourism value added; 4) to sustain existing jobs and create more and better jobs; 5) to...