Future development of rural tourism : case study on Mġarr

Abstract

This dissertation explores how rural tourism in Mġarr, Malta, can be further developed in a sustainable way that attracts quality tourists, while benefiting the local community and preserving the environment. Mġarr was chosen as a case study due to its rich agricultural landscape, cultural heritage and increasing interest from visitors. The research aims to evaluate the current state of rural tourism in the area, identify key challenges and opportunities and provide actionable recommendations for sustainable development. A mixed-methods approach was adopted, combining qualitative data from ten semi-structured interviews with local stakeholders, including farmers, tour operators, local council members and others, as well as feedback from tourists gathered on different occasions. Thematic analysis was used to interpret the data, alongside a review of relevant academic literature and tourism policy documents. The findings reveal that while there is strong potential and community interest in rural tourism, several issues slow down the progress. These include insufficient coordination among stakeholders as well as lack of clear strategy, lack of agricultural personnel and the risk of over-promotion, which can lead to over-commercialisation. Moreover, events like Festa Frawli are facing overcrowding, questioning their authenticity and value for locals. Visitors, however, show a clear preference for authentic, small-scale experiences, which suggests that a quality-over-quantity approach could be more sustainable for Mġarr. The study concludes that rural tourism in Mġarr can be a key contributor to local economies if it remains small-scale, authentic and community-driven. Recommendations include training and networking for locals, value-based pricing strategies, better site management and careful consideration of infrastructure improvements. The research suggests that future studies could focus on youth involvement, long-term impacts and tourist motivations to further inform sustainable planning.