Branding a city capital of culture to increase tourism : an outlook on the V.18 project

Abstract

In this paper which is divided into five sections, consisting of the: Introduction, Literature Review, Methodology, Analysis and Results, and, Conclusion and Recommendations. This study is set out to show the branding of Valletta as a European Capital of Culture and to see if the locals are viewing this city any differently since it was awarded the title. Branding has been used to promote destinations but it is also strongly linked to the identity of a place. Branding is now used as a tool to increase tourism and with it also the local economy. The main outcomes of this research showed that although Valletta has a positive image with the locals, the European Capital of Culture title had a very small impact for the time being. It is recommended that a plan is set up to ensure the longevity of the project so as the impact of the event may be felt long after it has finished.