Slow tourism for sustainable development in Malta through cultural heritage

Abstract

Tourism is a key economic pillar for the Maltese economy, encompassing various niche sectors, one of which is the emerging area of slow tourism. This form of tourism is not available everywhere, and many travellers are unfamiliar with the concept. In this study, Birgu is taken as a case study to explore whether slow tourism associated with cultural heritage could serve as an alternative model of sustainable development in Malta and whether tourists are interested and aware of such a term. The primary conclusion that results from the research conducted is that slow tourism associated with cultural heritage can serve as an alternative model of sustainable development tourism in Malta, and specifically Birgu, due to various reasons, including the nature of touristic sites and the infrastructure in place already. Additionally, it was also concluded that tourists coming to Malta are interested in experiencing the Islands adopting a slow tourism approach that highlights Malta’s cultural heritage, bringing along with it a number of key advantages, even from an environmental and sustainable point of view. Data was gathered through a mixed method approach, using qualitative and quantitative data collection. For the qualitative part, interviews were held with stakeholders, while for the quantitative part, research questionnaires were distributed to tourists in Birgu. The sample chosen for the questionnaires mainly consisted of people who were on holiday on their own with their family or friends rather than with a tour guide and a large group of tourists.