Urban heritage and cultural tourism development : a case study of Valletta’s role in Malta’s tourism

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 culture-oriented 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 the 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.peer-reviewe

A change process for the Tourism Undergraduate Programme of the University of Malta

Success in tourism depends on having tourism practitioners who are well prepared. The ITTC is instrumental in preparing Malta’s tourism practitioners of the future. The ITTC prepares practitioners who will be able to work in tourism, culture and related industries. The Institute for Tourism, Travel and Culture (ITTC) has recently concluded the Periodic Programme Review (PPR) for the tourism studies undergraduate programme. In this brief report, we explain the process. We also highlight some of the main issues that emerged and explain how these were addressed. This report will be presented in a seminar for stakeholders that will be held on 24 January 2020.peer-reviewe

Heritage and Society

Urban heritage is sometimes perceived to be a constraint to economic and social development. Experience in many cities shows that historic buildings and areas can be turned into an opportunity if there is careful planning. In the paper, two case studies are discussed. The first is the Suomenlinna Sea Fortress, Helsinki, Finland, and the second is Fort St. Elmo, Valletta, Malta. At Suomenlinna, a process spanning several decades has successfully reconciled the needs of conservation of the historic monument with the sustenance of a residential community. For Fort St. Elmo, the paper explains how decisions on the rehabilitation and reuse were based on well-defined objectives. By comparing the two case studies, the paper draws some useful lessons. Conservation can best be achieved if there is a long term vision and if the process is under the control of a single agency, while involving relevant stakeholders. Another lesson is how the tourism potential of a historic monument can be used to approach financial sustainability while safeguarding its conservation.peer-reviewe

The impact of tourism on small island economies

This paper looks at the impacts of tourism on small island economies. It focuses on impacts on national economies and considers the role of national government in tourism.peer-reviewe

Developing the Gozo tourism product - a strategic approach

In this opinion piece, the writer considers characteristics of the Gozo tourism product. Based on the Island’s strengths and weaknesses, he proposes a tourism strategy using a Green Gozo brand. Together with similar articles by the same and other writers, this article was the precursor to the Eco-Gozo brand that was adopted by the Maltese government in subsequent years.peer-reviewe

Tourist experiences of urban historic areas: Valletta as a case study

The purpose of this research is to take a closer look at the tourism experience, with special reference to the experience of historic areas. The basis for the research is an urban design model based on three elements of urban spaces, namely form, activity and meaning. The model is often used and discussed in urban design literature to explain sense of place and also to explain how urban spaces can be made more interesting and enjoyable. The form-activity-meaning model refers primarily to the intrinsic qualities of the urban space. This thesis contends that the urban design model is useful but inadequate for a proper understanding of the tourist experience of urban spaces and urban areas. For a better understanding, it is considered useful to develop a model variant whereby the tourist, and not the urban space, is the focus. The variant, referred to as the tourist interaction model, is a representation of the tourist experience of historic areas. The variant refers to interactions of the tourist with different aspects or elements of the space. The model speaks of interaction of the tourist with self, an interaction that primarily results from the meaning that is associated with a place. The model also refers to interactions with others; interactions that are mostly non-verbal. The third element of the model is interaction with the surroundings. This involves using the senses, especially vision, to engage with buildings, sites and artefacts. This research uses Valletta as a case study because it is a city that is characterised by numerous and diverse urban spaces and also because it contains significant tourism activity. A qualitative methodology based on face-to-face interviews was deemed the most appropriate to attain the research aims. A total of 32 interviews with tourists were conducted. The objective of the interview was to obtain the essence of the experience including feelings and emotions. The research findings provide useful insights on the tourist experience. No two tourist experiences are the same. There are countless factors that make each experience of a historic area unique. Even if each experience is unique, there are elements that are common to the experiences of some, or even most, tourists. The research findings suggest that the commonplace and mundane in the urban landscape are an important component of the tourist experience of historic areas. Frequently, the visual element becomes relevant to the tourist experience when it combines with the meaning of a building or site. On Valletta’s stepped streets, watching one’s step, while looking at the surroundings, engages the tourist and creates an element of interactivity. Even if the exertion is greater, this enhances the experience and makes it more enjoyable. The tourist explores and in exploring there is discovery of things which are new or unfamiliar. In some instances, there is also surprise. Where the surprise is more significant, a more intense and enjoyable experience will result. Issues relating to self and identity of the tourist have a significant role in tourist motivation and behaviour and hence also on the tourist’s experience. Compared to a repeat visitor, the experience of first-time tourists is more likely to involve emotion and feelings than that of a repeat visitor, because the novelty of exploration and discovery of a first time visit is stronger. On the other hand, repeat tourists are more able to satisfy the need of affiliation by befriending local people. The research also suggests that the boundaries that have traditionally separated ‘tourists’ from ‘locals’ are becoming more blurred as residents consume the city in ways that are similar to tourists. This research notes the relevance of ‘layers of experience’ to the tourist experience. ‘Layers of experience’ signify that the area offers many different ways how the tourist can engage with it. With more layers of experience offered, the tourist will have more possibility of interaction with self/meaning, with others and with surroundings, and hence the tourist’s expectations are more likely to be met. It is suggested that Valletta is enjoyable to most tourists because it offers many layers of experience

The tourist experience of heritage urban spaces : Valletta as a case study

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 under-estimated or neglected.peer-reviewe

Baptism of fire : the first nine years of Malta's new planning system

The article looks at the first years of a radically new planning system that was introduced in Malta in 1992. It considers aspects relating to legislation, development control, policy planning, public consultation and capacity building.peer-reviewe

A critical debate of the cultural and social effects of Valletta 2018 European Capital of Culture

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.peer-reviewe

Rural landscape and tourism : a proposed policy for sustainable tourism in Gozo

The Gozo landscape refers primarily to the rural landscape of countryside and coast. It also refers to the urban landscape of Gozo’s historic village cores. The Sustainable Tourism Workshop group reflected on the role of the landscape in Gozo’s tourism, with an emphasis on how Gozo tourism can be made more sustainable. This paper is the outcome of the group’s discussion. A mixed composition of the group, with academics and students, foreigners and Maltese, brought different views and ideas about the subject. The group’s focus on the rural environment provided useful insights on Gozo’s tourism which informs policy formulation and future research.peer-reviewe