Despite significant potential for cultural tourism, the predominant form of tourism in Malta is sun and sea. This paper evaluates Malta's potential for cultural tourism with a focus on Valletta, a fortified historic city that overlooks the Grand Harbour. Valletta's rich urban heritage and historic narrative makes it ideal for the development of a more cultureoriented tourism. The paper explores how, over more than half a century of tourism activity in Malta, culture and heritage retained a secondary role. Since the mid-nineties, Malta's tourism policy shifted with culture and heritage being given greater importance, even if sun and sea tourism remained a priority. Public and private investment brought about changes in Valletta that made it more amenable to cultural activity and tourism. Although European Capital of Culture Valletta 2018 provides new opportunities for cultural tourism to Malta, it is unclear whether this will bring a lasting legacy for Malta's tourism. This Valletta case study shows that, for destinations with an established form of tourism, the development of cultural tourism meets with difficulties, in spite the presence of a rich urban heritage.
This article provides an understanding of how tourists experience heritage urban spaces by investigating features that influence tourist experiences most. It is framed within urban design literature which refers to three elements of urban space namely physical setting (or form), activity and meaning. These elements are used to explore how urban spaces are experienced by tourists. Its findings are derived from an in-depth qualitative analysis of interviews with tourists to Valletta, Malta. The research suggests that the intrinsic qualities of the space are relevant to the tourist experience but what is even more relevant are the interactions of the tourist with different elements within that space, namely interactions with surroundings, interactions with others and interactions with self/meaning. Within this broad conceptual model, the research identifies important sub-themes. Some of these reinforce the findings of existing work on tourist experiences, but others are often underestimated or neglected.
The paper considers the hosting of the European Capital of Culture in Malta in 2018 in the light of the cultural and social effects on Malta's capital city, Valletta. Governance and impacts on Malta's tourism are also debated. The cultural sector was positively impacted with a varied and innovative programme. The expectations for Valletta 2018 was that the cultural scene in Malta would be taken to a much higher level. This did not happen largely because politicisation undermined the overall governance of the event. In the last two decades, ECoC was one of many projects and initiatives that brought about a process of Valletta's regeneration. There are concerns, however, that excessive commercialisation has reduced liveability.
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