The evaluation of events organised in Malta from a cultural perspective

Abstract

This study aims to highlight and analyse how culturally inspired events organised in the Maltese Islands have developed so as to address changes in the tourism scenario over the last two decades or so. This study looks at how these changes have either effected or were themselves impacted by the level of entertainment the islands have to offer. From the organisation of a local festa or Carnival to the vast variety of other events on the cultural calendar, Malta’s national authorities and agencies, local councils, non governmental organisations (NGOs) producers, artists, media houses, and so forth, have all become more professionally equipped and trained to provide products or services of a high standard and a social cultural intensity. A qualitative methodology was adopted whereby professionals key representatives of a selection of, Maltese organisations authorities, agencies and local councils, working in the event and festival industries were interviewed. Data collected was subsequently analysed through the coding analytical approach or ‘thematic analysis’ which provided the relevant outcomes to highlight how culturally inspired events impacted the tourism sector in Malta. Such findings made it evidently clear that these islands are transforming themselves to accommodate a more refined, higher demanding, foreign audience that is well travelled, seeking value for money, and who is capable of comparing Malta’s offer with those of other destinations through a quick glance at social media. While Malta is constantly upgrading its product and the level of service with a view to becoming more hospitable, it is also true that much still needs to be done. It seems, however, that all stakeholders have understood this requisite. Undoubtedly following the Covid-19 emergency the Maltese Islands will be facing new realities that effect the way things used to be done, which also require changes in strategy according to the new circumstances. Despite all the changes in the pipeline it is augured that the huge cultural input will not suffer and would continue to increase in intensity not least as a tourism product.