Qormi as a cultural tourism destination

Abstract

This research examines the potential for Community-Based Tourism (CBT) in Qormi, Malta, by mapping key stakeholders, resources, and collaborative dynamics necessary for the town’s sustainable development, management, and long-term viability. Through semi-structured interviews with local policy-makers, business owners, and local NGOs, the study identifies three primary motivations for visiting Qormi; authentic community engagement, strategic location and value, and religious/event tourism. This study also highlights both tangible heritage (historic churches, chapels, narrow alleys) and intangible traditions (bread-making, processions, village feasts) as core attractions. Despite strong community enthusiasm and rich cultural assets, Qormi’s tourism potential is hindered by insufficient destination marketing, underdeveloped visitor infrastructure (especially accommodation) and a lack of formalised stakeholder coordination. Drawing on comparative case studies and established theoretical frameworks, the research reveals a gap between local engagement and structured governance, underscoring the need for regulated collaboration and a unified vision led by the Local Council together with the support of the Malta Tourism Authority. In response, a five-pillar CBT framework is proposed; Cultural Heritage Conservation, Infrastructure and Services, Tourism Management, Stakeholder Engagement, and Community Involvement. This CBT framework is supported by eight reinforcing strategic dimensions. Implementing this framework will enable Qormi to leverage its authentic identity, transforming underutilised heritage into a dynamic, community-driven tourism model.