The Maltese islands as an adventure destination : is the lack of a central information and booking portal hindering professionalism and growth?

Abstract

Adventure tourism in the Maltese Islands, when compared to other tourism markets, is not frequently mentioned amongst people. This calls a need for attention towards this particular segment to investigate what is being done incorrectly and find solutions to it. Through some research, it was noticed that the approaches taken for adventure around the Archipelago are still behind when compared to other adventure destinations. Moreover, one of the main aims of this study is to view whether the lack of certain approaches such as the lack of an adventure association or a central information and booking portal is hindering professionalism and growth of this industry in the Maltese Islands. Primary and secondary research were used to gather findings in relation to the scope of the study. The primary research made this study a qualitative one as interviews were done with the supplier side of adventure tourism in the Maltese Islands. Interviews were specifically conducted with the adventure providers instead of adventure consumers, with the purpose being to be able to identify the problems within the sector and verify with them whether having a central information and booking portal is truly useful for the sector itself. The study resulted in a successful one as all the aims and objectives set out in the beginning were reached. Investment in the adventure tourism of the Maltese Archipelago needs to be done to grow the quality of this market. A variety of several different approaches can be taken to improve and develop this industry, namely uniting all the adventure operators together to form an association, and then working collectively to create and establish a central information and booking portal which will result in more professionality and growth within the adventure sector of the Islands.