Festival tourism and the Malta Jazz Festival

Abstract

This study centres around festival tourism with a focus on the Malta Jazz Festival. The aim of this research is to examine how the Malta Jazz Festival impacts the image of Valletta, and to explore whether the festival should evolve into a larger scale-event to attract a greater number of visitors. A qualitative method was adopted whereby relevant professionals working in the festival and music industries were interviewed. The data was then analysed using a thematic analysis, which yielded results that suggest that the Malta Jazz Festival may improve the image of Valletta for locals and tourists alike and fosters a sense of cultural identity. The study also suggests that the festival has potential to grow, but should keep prioritising the preservation its integrity and authenticity and resist the temptations of commercialisation. This research concludes that the Malta Jazz Festival is a high-calibre event that produces sociocultural benefits and should strive to reach a wide target audience while safeguarding its prestige as an important European festival.