Society
Social contact between tourists and locals may make way for cultural appreciation through understanding, tolerance and awareness. As tourism contributes to beneficial developments in sectors such as education, why not embrace it and ensure that people continue to visit? The human aspect is crucial for the success of any tourism product. Tourists enjoy speaking to locals, and locals should be open to discourse with tourists to add value to their experience.
If local culture is the base for attracting tourists to the area, it gives added incentive to preserve the local traditions and crafts which are typical to that area. In certain localities of the Maltese islands, tourists contribute significantly to the preservation of local crafts such as glass blowing and lace, as well as the maintenance of important historical monuments and structures. Although it is fortunate that tourism drives national organisations to preserve historical artifacts and monuments, it is unfortunate to know that little would be done if it were not for tourism.
To maximise the positive social impacts, foreigners and locals alike must be educated. Locals must be made aware that they must care for their belongings and surroundings, and respect other cultures to make their destination more attractive on a physical and social level. On the other hand, foreigners must also be educated to ensure that they respect the traditions, cultures and surroundings of host communities.
As a result of the lack of awareness amongst tourists, the fortified city of Mdina in Malta is very much disturbed by tourists. It is home to just over one hundred people, but is visited by hundreds of people on a daily basis, often running into the thousands during the summer months. The city has become such a popular attraction that the local people are beginning to feel commoditised. As a result they are developing negative attitudes towards tourists. This concept is know as ‘Greenwashing’. Greenwashing refers to the commoditisation of indigenous residents and natural surroundings, creating severe social problem. Residents are often subject to invasion of privacy as tourists fail to respect their daily lives, often gazing into people’s houses, and on many occasions, entering them to take a few quick photos.
On the other hand, tourism is often beneficial in helping relatively conservative societies become more open to the world. This is the case in certain regions of Libya for instance, where state leaders have recently given the go ahead for the development of numerous sea side resorts along the coasts, as well as eco-touristic areas. As a result, Libyans may become more open to foreigners in the long run. Even though these plans have been opposed to by numerous nationals, it was done for the long term benefit of the country. During the 1980s, the Libyans were very much resistant to the changes proposed by their leaders. Foreign observers believed that the heads of states were in for a difficult time trying to convince the public of the need for social change.
The importance of travel must also be pushed within companies, as it not only broadens ones perspectives but it can also help people become more productive. Travel for leisure is proven to improve psychological health by reducing stress levels. Leave from work is now obligatory in most countries around the world, simply because of the importance of leisure time.
Another benefit of tourism on the structure of society may be the introduction of foreign expertise to the destination, which in turn may improve the skills of the local workforce. Foreign experts may visit a destination for conferences, through which they can develop or strengthen relationships with local entrepreneurs. As a result of such relationships, travel has given companies the possibilities to form partnerships or join affiliate programs with overseas companies.
The distinctiveness of a destination is instrumental to its success, so national government or international agencies must ensure that the necessary systems are in place to avoid any sense of ‘placelessness’. ‘Placelessness’ is a concept coined by E. Relph which states that places become more and more similar to each other due to globalisation. Although this may seem farfetched to some, it is still a probable scenario in the future as the world becomes even more connected. National and local governments must therefore do their utmost to promote the unique identity of the destination. For instance, Malta is the only island of its size to have its very own official language which is not spoken anywhere else in the world. Over the years Malta has been significantly influenced by foreigners, however, many of its traditions have remained intact, such as the local village feasts and the traditional Maltese folk music called ‘ghana’.