The impact of the clubbing industry on Malta’s tourism activity

Abstract

The current national tourism policy for Malta has identified a number of niche markets to be integrated within the local tourism sector during the next five years. Clubbing tourism has been established as one of the niche markets as Malta opts to hold clubbing music events that would entice foreigners to visit the island. This study analyses the potential impact that clubbing tourism could have on Malta and uses the inaugural Lost and Found Festival as a case study to support the analyses. The research looks mainly at the economic, environmental, social and cultural environments, while also involving and extensive SWOT analyses of Malta’s potential in the clubbing sector. The study involved both primary and secondary research, however since the subject matter is still relatively untouched in literature, primary research was essential and secondary research had to be adjusted to fit the scope of the study. The research used a qualitative approach and involved stakeholders from different areas. Interviews were conducted with: a local club owner, local event promoter, a Lost and Found Festival organiser and a representative of the Malta Tourism Authority. Moreover, survey questionnaires were distributed to club frequenters and residents living close to clubbing area, to ensure an extensive research study. Clubbing tourism could potentially lead to local economic growth if economic leakages are effectively minimised or prevented. However like other forms of tourism, sustainable measures need to be taken to prevent environmental damage. The research exposes a minor social hostility amongst residents against the clubbing industry and outlines that clubbing, as a social habit, needs time to integrate within the local culture. The research study exposes a relatively seasonal and struggling local clubbing industry. However if clubbing tourism is effectively integrated, the local clubbing industry would operate efficiently while reducing Malta’s tourism seasonality issues. The study touch bases all the potential impacts that the clubbing industry and subsequently clubbing tourism could have on Malta, while allowing for further research to be conducted in the future.