Maltese Carnival product development

Abstract

Malta, nestled in the Mediterranean, offers a blend of history, culture, and scenic beauty attracting visitors worldwide. This study explores the potential of the Maltese Carnival as a year-round tourism product. Departing from the typical view of carnivals as seasonal events, we aim to show how Malta’s carnival can be a constant cultural experience, enriching tourists’ visits and enhancing the island’s cultural identity globally. Motivated by the lack of specialized carnival attractions in Malta and the changing preferences of travellers, especially cruise passengers. By tailoring this experience to cruise travellers who may have an interest in this theme, we aim to fill a gap in current offerings and make Malta a more appealing destination year-round. Our main aim is to offer a hands-on cultural experience focused on carnival costume making, engaging visitors, and potentially tapping into the cruise market. Through this experience and interviews with key stakeholders, we seek to understand perceptions and expectations. Additionally, we highlight the importance of unique and authentic tourism products in attracting tourists. Drawing parallels with famous carnivals worldwide, we emphasise the value of preserving cultural heritage, as recognised by UNESCO.