Valletta as a Heritage Tourism Destination

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Table of Contents

Introduction
Products and resources available at the heritage attraction
The key stakeholders involved
The key management and visitor management issues
The effectiveness of the management tools
Recommendations
Conclusion
Reference List

Introduction

Malta has been seen as a destination for “3 s” (sea, sand, sun) tourism for a long time. However, many researchers note that reliance on this type of tourism can lead to various negative outcomes (Bramwell 2007). More so, Malta has other touristic options which can help the republic develop. Thus, heritage or cultural tourism is a perspective area to develop. Valletta, the capital city of Malta, can be an attractive destination for tourists from all over the world. The city was founded in 1566 “by Grand Master Jean de la Valletta, of the Knights of St John” (Dillon 2010, p. 37). The city is associated with a variety of events which had certain impact on the history of Europe. It is necessary to note that the city is multinational and this also contributes to a potential interest of tourists coming from different European countries.

Admittedly, heritage tourism in Malta has become a topic of a heated debate. The stakeholders involved agree that this branch of tourism should be developed but there is no particular strategy (Pappas 2005; Dodds, 2007; Dillon 2010). The stakeholders involved have different views on how this sector should be developed. Remarkably, authorities are often blamed for their inability to cope with various problems associated with the development of heritage tourism in Valletta. There are problems with transportation, accommodations for tourists, dwelling for locals, insufficient services, environmental issues, etc. The present report covers major issues associated with heritage tourism in Valletta and provides some ideas on how these issues can be addressed. Of course, it is necessary to start with a short description of major products and resources available at the heritage attraction.

Products and resources available at the heritage attraction

One of the major characteristics of Valletta is its majestic architecture: Baroque style prevails in the city (Smith 2009). Therefore, one of the major services available is the walking tour. Walking tours are very popular, like in any other heritage European destinations. There are various routes offered to tourists. Local guides can even customize tours for a particular tourist or group of tourists. There are several ‘must-see’ sites in the city.

For instance, Auberge de Castile is one of the most magnificent sites (Dillon 2010). The facade of the marvellous building dominates the entire square. At present, this is the residence of the Prime Minister of the republic. Of course, it fascinates people with its magnificence and various stories.

According to Travelling Wizards (2011) St. John’s Co-Cathedral is also a must-see place. It was built in the sixteenth century and it also has various stories to share. Of course, it is also one of the most beautiful examples of high Baroque style as well as “an important shrine and a sacred place of worship” (Travelling Wizards 2011, p. 7).

Fort Saint Elmo is also a very important site as this fortification tells a story of the entire city. Along with this site National Museum in Malta can also attract those who want to know more about the history of the great city (Delia 2011). The museum has artefacts which can help recreate events which took place in the sixteenth century. It is necessary to note that the museum also covers events and historical figures which were important in terms of European history.

Upper Barracca Gardens can be regarded as one of the most popular touristic attractions in the city. However, it is also necessary to point out that almost every street makes any tour one of the most majestic adventures even for those who are accustomed to narrow streets of a medieval city. Thus, Fancesco Laparalli da Cortona, a famous Italian architect, created a very special “grid-layout for Valletta’s streets” (Marks 2008, p. 102).

As has been mentioned above, walking tours are major services provided to tourists. Notably, there are some routes available online so many tourists coming to Malta can design their own routes. Guided tours at various museums and historical sites are also offered. However, there is a very particular feature of heritage tourism in Valletta.

People living in Valletta often claim that the city is seen as a kind of “museum” by tourist who come for a couple of hours and go to the hotel on a beach (Theuma 2004, p. 299). Theuma (2004, p. 299) notes that the average amount of time spent in the city by tourists is only about 5 hours for touristic groups and 6 hours for “individual travellers”.

Thus, the city does not offer tourists anything but smart places to visit and nice restaurants to eat in. Many researchers agree that more services should be offered. Local authorities and people understand that development of additional products will lead to various changes in social and economic life of the city and its inhabitants.

The key stakeholders involved

One group of the key stakeholders is that of tourists. Tourists are interested in visiting nice and interesting place to obtain more positive emotions and have a very good time. Tourists are eager to come to Valletta which attracts them with its magnificent architecture and history. Of course, tourists tend to expect a variety of products available. A couple of walking tours or visiting museums and restaurants are far from being enough.

Local authorities are also stakeholders as tourism brings considerable funds to local budgets. At this point, it is necessary to note that tourism is one of the major industries in Malta. Tourism contributes about 30% of GDP of the republic. This trend can be transferred to the city as well. Admittedly, local authorities can benefit from development of heritage tourism in Valletta as money brought by tourists can be used to renovate the city, develop its infrastructure, improve well-being of its inhabitants.

Finally, locals are also stakeholders as they are affected by tourism in many respects. In the first place, development of heritage tourism can improve their well-being. Development of the industry will lead to creation of working places and increased salaries. Pappas (2005) also states that cultural exchange can also positively affect the development of the city and its inhabitants. On the other hand, researchers as well as locals note that development of heritage tourism in Valletta can lead to problems associated with uncontrolled urban growth (Pappas 2005).

The key management and visitor management issues

Admittedly, development of heritage tourism in Valletta will help the city develop. However, it is associated with a number of issues which should be addressed. First, of all it is necessary to encourage tourists to remain in the city for a longer period. Of course, in summer people prefer remaining on beach and in summer visits to Valletta can be quite short. However, tourists should be eager to come to Valletta in other seasons. Of course, longer stays can become reality if the city will be ready to accommodate visitors. Therefore, it is necessary to improve infrastructure of the city (Brezovec & Bruce 2009; Bramwell 2007). Building hotels and other facilities can be the necessary solution.

Thus, Marks (2008, p. 102) states that “[s]ave guesthouses and small hotels in the two and three star range, hotels are scarce inside Valletta”. The researcher notes that two five star hotels are in the suburbs of the city. These hotels are predominantly hosting business guests and conferences. This cannot be enough to develop heritage tourism in the area.

Dodds (2007) also notes that there is certain lack of low cost hotels in the city. According to Pappas (2005), present tourism is becoming ‘younger’. Young people who prefer backpacking and living in hostels explore various parts of different countries. At present, there is a need in low cost facilities for travellers. Instead, business people tend to build luxurious hotels and golf courses. This can become a huge problem. Maltese should take into account scarce resources of the country. Therefore, local authorities of Valletta have to develop this area as well.

It is also important to note that Valletta has been seen as a place with no nightlife for a long time. Even now many people think that the life in the city stops when the sun goes down (Marks 2008). This makes the city less popular among young travellers. Therefore, local authorities as well as private sector have to address this issue, too.

Admittedly, these improvements require considerable funding. However, local authorities as well as the republic have scarce resources to fund tourism (Bramwell 2007). This can be a significant problem as local authorities will need to find the way. It is necessary to note that political situation in the country can also negatively affect the development of the heritage tourism (Pappas 2005).

Bramwell (2007) also notes that dependence of Malta on foreign travel agencies is also a problem. These agencies offer only 3s holiday to travellers coming to Malta. However, to develop heritage tourism, it is necessary to make tourists aware of the new products provided in Valletta.

The effectiveness of the management tools

To address one of the major problems, i.e. issues associated with accommodation, local authorities have been developing incentives to build several luxury boutique hotels within the city walls (Marks 2008). However, this cannot be enough. As has been mentioned above, contemporary touristic destinations have to remain highly competitive. Low cost hotels can help the city remain competitive.

The decision to build five star range hotels is quite inefficient as several luxurious hotels can host a limited number of tourists who can afford this kind of accommodation. However, now many young people are eager to explore new places. However, the vast majority of young travellers will not be able to afford living within Valletta. This category of travellers (which is now the broadest) will be discouraged to spend more time in the city.

Local authorities also renovate the parts of the city which are potentially attractive for tourists (Smith 2009). Thus, historic sites are being renovated while other parts are declining. On one hand, this incentive is quite good as renovation of the historic sites will encourage travellers to come to the city. On the other hand, a lot of local people are against such an incentive as they claim that local authorities seem to focus on tourists’ comfort instead of thinking of local people’s well-being. This creates certain tension which can negatively affect development of heritage tourism in Valletta.

As for other issues concerning infrastructure, transportation should also be reconsidered. Many researchers agree that the major problem of the city is lack of coordination among authorities and private sector. Dodds (2007) mentions the case when authorities were trying to provide a shuttle bus to bring travellers from the port to the gates of the city. However, this incentive was blocked by local drivers who did not want to lose their own business. Therefore, tourists have to use taxis to get to the city. Again, going by taxi is not the most economical way to travel and many travellers can be discouraged by the fees (as the journey can cost about 20€). There are buses from the airport, but they are quite old. Therefore, transportation needs a great deal of renovation.

As far as the nightlife in Valletta is concerned, it is necessary to note that many restaurants, nightclubs, bars and cafes are being opened within the city walls (Marks 2008). Therefore, now Valletta is a city for those who seek for a good nightlife. This trend is quite positive for all stakeholders involved. On one hand, nightlife attracts travellers. On the other hand, local people will not oppose to development of evening entertainment. Local authorities will also benefit as the new entrepreneurs will pay taxes which will enrich the local budget. This can become one of the solutions to financial issues associated with development of heritage tourism in Valletta. Of course, local authorities will need to come up with incentives to raise funds for development of this area.

Finally, Maltese people have understood that they should stop relying on foreign travel agencies. Maltese government as well as authorities of Valletta have started promoting heritage tourism in Valletta (Smith 2009). However, there are advantages and downsides in this incentive.

Of course, it is beneficial for the industry that the government pays special attention to development of heritage tourism in the capital city. Coordination of efforts is also beneficial. Thus, the government, local authorities and private sector are trying to come up with certain solutions (Smith 2009). At the same time, focusing on heritage tourism can negatively affect the so-called 3s tourism. Degradation of this area is believed to be a significant hazard for the Maltese economy (Smith 2009). Besides, many people express concerns that the city may lose its “liveability” (Smith 2009, p. 136). Many people believe that “museumification” of Valletta can devastate the city, which will lead to its destruction or even disappearance (Smith 2009, p. 138).

Recommendations

Obviously, a lot has already been done to develop heritage tourism in Valletta. However, some incentives are quite ineffective. More so, there are quite many effective solutions to the issues mentioned above. In the first place, new low cost hotels should be built. Of course, scarce resources of the city make it impossible to build many hotels of this kind. However, several small low cost hotels can be a good start. Marks (2008) notes that residential ‘capacity’ of the city is underestimated. The researcher claims:

Although residential property in Valletta may host up to around 18,000 only about 8,000 live there – many of whom in social housing built on war-stricken land, government requisitioned property or even squatting. (Marks 2008, p. 103)

Therefore, low cost hotels can be built without detriment to local people. Nevertheless, local authorities should make sure the community is not against the construction. Local authorities should persuade people of the necessity to develop heritage tourism in Valletta. Local authorities may consider the incentive which will cover several issues simultaneously. Thus, it is possible to build several low cost hotels along with housing for young local people, encouraging young people to remain in the city and develop its industries. The community will eagerly support this kind of incentive as all stakeholders will benefit. It is necessary to note that local authorities should make sure historical and residential areas are being developed equally. This will make locals think that ‘museumification’ of the city has stopped and the city will not lose its liveability.

Another possible option concerning accommodation can be provided by the private sector. For instance, some communities can arrange guest houses where tourists will be able to see real life of Maltese people. This will lead to cultural exchange, which positively affects development of any nation. Certain communities can be involved into creation of such guest houses. Of course, the prices should not be high as this type of product will be interesting predominantly for young people who seek for new experiences.

Transportation is another problem which has not been solved yet. Of course, introduction of buses in some areas may be opposed by the private sector and it is too early to start such kind of incentives. However, it is necessary to renovate the sector of public transport. New buses should be available for tourists coming from airport or port to Valletta’s gate. It can be a good idea to equip these buses (at least some of them) with audio guides that will provide tourists with some facts concerning the island or the area near Valletta. This audio guide can also mention the most interesting sites to visit. Decoration of buses is also very important. Various photos of the most marvellous places in the city should be on both sides of the buses.

As has been mentioned above, the city’s nightlife is being developed. Restaurants, cafes and bars are now available. However, the local authorities should think of night shows at historic places. Thus, in many European cities tourists can visit some marvellous night shows. Likewise, Valletta’s guests can be invited for some medieval night performances. These performances can be medieval tournaments or guided tours along the most mysterious streets at night. Admittedly, the city has many legends which should be told under the moonshine only.

As far as promotion of heritage tourism is concerned, Valletta should have its own travel agencies. In the first place, these travel agencies will be interested in promoting heritage tourism in the city. Secondly, these agencies will have the most comprehensive information about products available. These agencies should be accountable to the local authorities.

It is also possible to use technology extensively to attract travellers. The Internet is a very potent tool which can be used. It is possible to find some tourist routes online. Of course, a variety of routes available online will positively affect the development of heritage tourism. It is also important to start a massive online campaign promoting heritage tourism in Valletta. Major historic sites should be mentioned. It is possible to mention some facts from the history of the city which are associated with the history of other European countries.

In fact, one of the major problems of the city is the lack of cooperation between local authorities and the private sector. However, this cooperation is the key to the city’s success. Therefore, local authorities (political forces within the authorities) should work out particular strategy to address the problems existing in the city. Private sector should also be involved in the process. Thus, one of the projects which can bring the two stakeholders together can be concerned with development of nightlife. People can be involved in creation of the night performances.

Conclusion

It is necessary to note that heritage tourism in Valletta is only starting to develop. There are many issues to be solved. Thus, local authorities should improve infrastructure of the city and diversify the range of products available for travellers. However, some steps have already been undertaken. For instance, the city’s nightlife is being developed. New hotels are being erected. However, there is the lack of coordination between local authorities and the private sector. There is still scarcity of products available. Thus, it is important to develop low cost range of hotels and develop new touristic routes. Guided night tours and night performances should be introduced. Own travel agencies should also be created to promote the city. Technology can help Maltese people develop heritage tourism in their capital city.

Reference List

Bramwell, B 2007, ‘Complexity, interdisciplinarity and growth management: the case of Maltese resort tourism’, in S Agarwal & G Shaw (eds.), Managing coastal tourism resorts: a global perspective, Multilingual Matters, Clevedon.

Brezovec, T & Bruce, D 2009, ‘Tourism development: issues for historic walled towns’, Management 4.2, pp. 101-114.

Delia, R 2011, ‘National Museums in Malta’, conference proceedings from EuNaMus, European National Museums: identity politics, the uses of the past and the European citizen, Bologna, 28-30 April 2011, Linköping University Electronic Press, Bologna.

Dillon, P 2010, Walking Malta: 33 routes on Malta, Gozo and Comino, Cicerone Press Limited, Milnthorpe.

Dodds, R 2007, ‘Malta’s tourism policy: standing still or advancing towards sustainability?’, Island Studies Journal 2.1, pp. 47-66.

Marks, D 2008, Executive Malta, EPH Ltd., Dubai.

Pappas, N 2005, ‘Mediterranean tourism: comparative study of urban island host destinations’, in International conference on tourism development and planning, Patras, 11-12 June 2005, A.T.E.I., Patras.

Smith, A 2009, ‘The relationship between capital city monumentality and tourism in Valletta’, in R Maitland & BW Ritchie (eds.), City tourism: national capital perspectives, CABI, Oxforshire.

Theuma, N 2004, ‘Tourism, culture and cultural tourism in Malta: the revival of Valletta’, in B Bramwell (ed.), Coastal mass tourism: diversification and sustainable development in Southern Europe, Channel View Publications, Clevedon.

Travelling Wizards 2011, Malta – the mythical island, Travelling Wizards, London.

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