Tourism, culture and cultural tourism in Malta : the revival of Valletta

Abstract

The Maltese Islands are a mass tourist destination traditionally renowned for their mild Mediterranean climate and the sea. Recent tourism policy has tried to redress this situation by utilising the extensive historical and cultural heritage of the islands as a market diversification tool and to promote a policy of sustainable tourism development through the development of cultural tourism. Valletta, the islands’ capital, is a major tourist attraction. A World Heritage City, this 400-year-old capital offers a rich cultural mix. Its Baroque buildings are a venue for art exhibitions and theatre performances, and its open spaces and gardens offer spectacular views. For the tourist, the day-to-day activities and celebrations of the residents who live there add colour and depth. But Valletta is a bustling city during the day and a dead city by night. In recent years, tourism and local authorities have launched various initiatives to revive Valletta as a bustling centre through the organisation of cultural activities and the creation of new tourist attractions. This paper examines Valletta as a tourist attraction, identifying the current cultural product, and it discusses the recent initiatives to revive the city. Finally, it analyses the extent to which these initiatives have actually led to a revival, including to the city’s conservation and to its vitality.