Honey : can this characteristic live to a potential niche in the tourism industry?

Abstract

Malta was always famous for the top honey quality especially that of wild thyme. In fact the name Malta comes from the Latin word 'melita' which comes from the Greek word 'mel' which literally means honey. In Malta honey bees play a significant role as a source of income for many farmers, but are also essential to agriculture and horticulture due to their pollinating activity. Authenticity in food habits can positively boost tourism in Malta. This potential emerges from the current rise in health-consciousness. Furthermore tourist numbers could be increased because of the increasing number of tourism industries who are looking for more natural and organic foods. Honey can be a major element of attraction for tourists and for the enthusiasts of healthy eating who are becoming more sophisticated and daring about what they eat. In this sense tourism can only be boosted if the product is of supreme certified quality. Specialised honey and other healthy food markets will lead to the potentiality of identifying business opportunities, while increasing the interest of such products and maintaining the traditional making of such goods. Whether a dynamic retail or a tourist market could be developed in Malta especially for Maltese honey remains to be seen. However it will probably take the experience of an entrepreneur or a professional business person to arrive to such goal. Since Maltese beekeepers are not engaged on a full-time apiculture job, it may take some time before an entrepreneur can go for this niche market.