Is agritourism a viable niche market for the Maltese islands? : a consumer perspective

Abstract

Agritourism is a niche on the Maltese Islands has been on the rise in the past decade. Products available vary, from food and wine tours, nature hikes, fruit picking activities, cooking classes and demonstrations of how products are made. There has also been an increase in these kinds of venues being used to host events such as conferences and weddings. Many countries appear to be experiencing a rise in agritourism since the onset of the COVID-19 pandemic. Long-neglected and uncared-for rural areas have been restored and are now used for recreation. Numerous travellers have gained peace of mind as a result of this type of tourism. In lieu of travelling to densely populated urban areas, where the likelihood of contracting a virus is higher, travellers are opting to visit more open, interactive areas with less risk of contracting a disease. During this time period, awareness regarding what foods we eat and curiosity about what goes into making a particular product increased drastically, so experiences related to agriculture provide visitors with an educational and interactive opportunity to learn about what goes into making a particular product. This dissertation aimed to discover whether agritourism is a viable niche that both individual businesses, as well as the local authorities should continue investing in in order to peak further interest to a wider audience, as well as putting Malta on the map as a destination that is suitable for an agricultural based holiday.