Exploring the intersection of screen tourism and cultural heritage preservation on the Island of Malta : pros and cons

Abstract

This research investigates the intersection between screen tourism and cultural heritage preservation in Malta, aiming to assess whether screen tourism can be a sustainable and effective means of promoting and protecting the island’s cultural assets. Malta’s longstanding role as a film location, paired with its rich heritage, provides a unique case for examining both the benefits and risks of film-induced tourism. The study adopts a qualitative methodology, using semi-structured interviews with stakeholders from the film, tourism, and cultural heritage sectors to gather insights. Findings show that while screen tourism significantly boosts Malta’s international visibility and enriches the visitor experience, its development remains limited due to a lack of strategic planning, coordination, and supporting products. Although there are concerns about physical damage and authenticity loss, film exposure can also raise awareness and provide supplementary funding for conservation. The research concludes that screen tourism, if properly managed, offers strong potential as a culturally sensitive and economically beneficial niche tourism product. Its success depends on developing coherent policy, enhancing stakeholder collaboration, and creating immersive, experiences. These findings suggest that Malta can harness screen tourism not only for economic gain, but also as a powerful tool for cultural storytelling and long-term heritage appreciation.