Identifying the potential influence that the V.18 can have on the cultural and creative industries

Abstract

The bid won by Valletta to host the European Capital of Culture (ECOC) in 2018 has given rise to the opportunity to look at a new way on how the country can exploit its cultural potential. This study aims to explore the importance of this event towards the development of cultural regeneration, with the main focus on the cultural and creative industries (CCIs). This study examines how culture through image and branding, technology, media and the cultural economy can have an impact on the success of this event and how these outcomes can also influence the growth of the same CCIs. The study commenced by first looking into what has been written over the years on the ECOC as a mechanism that helps in urban regeneration and what are the impacts of hosting such an event. It then examined the potential influences perceived by the local CCIs and by those who were or are involved in the organisation of this event. This meant that the researcher had to conduct interviews with key players from both areas to achieve the required data concerning the local scenario. All in all, this research highlighted the importance of hosting this event as it can serve as a catalyst to use culture in a way to boost economic development. Malta is already culturally dense but its image may be diminishing or becoming old fashioned. Culture and creativity is been seen as an ever growing sector that is helping the economies to grow. Therefore, the ECOC may be the mechanism that can help regenerate and rebrand Maltese culture and put Malta on the forefront of the cultural spectrum at a European and International level. CCIs are enthusiastic and motivated to come together and work for the success of this event and so the Foundation has to make sure that this energy is utilised. It is also important that the Foundation that is implementing this event makes more awareness of what its aims and vision are and how are they going to be achieved. This research concluded that this event's success depends on the sustainable legacy that it will leave after 2018.