Valletta after its title of European Capital of Culture 2018 : will it be a creative city?

Abstract

This study explores whether Valletta's upcoming title as European Capital of Culture 2018 could act as a catalyst for Malta to function as a creative city. This is done through exploring two subsidiary research questions: l. Does Malta have the potential for being a creative city? 2. What legacy is Valletta's European Capital of Culture title expected to have on Malta? The European Capitals of Culture is a European Commission initiative whereby European cities are chosen to highlight European culture and diversity, and is intended to have wide-reaching and long-lasting legacies on the cities which host the event. Creative cities are cities which are able to attract, nurture and sustain creative talent, and have a thriving presence of creative industries. The study was conducted in late 2013, and the empirical data was collected through nine semi-structured expert interviews and a focus group with four participants. The expert interviewees were: four members of the Valletta 2018 Foundation, four creative professionals, and a manager at the Ministry for Tourism. The focus group participants were students of the Master in Creativity and Innovation at the University of Malta. An analysis of the empirical data identified Malta's geography, historical heritage, its attractiveness for inhabitants and businesses, and certain characteristics of the Maltese people as Malta's main advantages in its potential for functioning as a creative city. Malta's disadvantages were its small size, the mentality of its people, the educational system, and politics. Screenwriting, digital gaming, and cultural tourism were identified as potential areas in which Malta can excel. Valletta's 2018 European Capital of Culture title was seen us an opportunity to address Malta's issues related to culture and the arts, and being the catalyst for establishing Malta as a creative city if correctly managed.