Nurturing Malta’s olive sector through agritourism initiatives

Abstract

This research investigates the potential of agritourism as a strategic approach to promote and enhance the sustainability of olive groves within the Maltese archipelago. This represents a sector with deep historical and archaeological roots but with limited exposure within the Maltese tourism industry- The latter being the backbone of the Maltese economy This research via the qualitative approach analyses both the current status of olive grove farming in Malta and the viability of integrating agritourism. The objective to enhance its visibility and profitability. Primary data was compiled via qualitative interviews addressed to local farmers including olive cultivators. The findings indicate that Gozo retains significant potential for agritourism. Additionally, both government and private initiatives need to be coordinated so as to ensure a unique and immersive guest experience. This needs to be supported by cultural activities and smart market positioning. The study also highlights that sustainable practices contribute to responsible tourism. Specific policy measures for stakeholders have been recommended so that agritourism can flourish, simultaneously contributing to the revitalisation of Malta’s agricultural sector. However, Despite the current and prospective initiatives, it is envisaged that infrastructural and regulatory challenges necessitate equitable support by stakeholders concerned across Malta and Gozo.