Adapting for change - from mass to niche? Barriers to alternative tourism? A case study from Malta

Abstract

The Rolex Yacht Race event takes place in Malta on an annual basis. The race forms part of a number of initiatives supported by the Maltese Government. These aim to diversify the Maltese tourism economy from reliance on mass tourism to more specialist or alternative forms. The paper focuses on the impact of the Rolex event and its current and future contribution to the Maltese tourist economy. Consideration is given to i) the overall impact of the Rolex race for Maltese tourism, ii) how the event can be improved to enhance its contribution to Maltese tourism; iii) what challenges the event faces in promoting Malta as an ‘alternative’ tourism destination. Conclusions assess the benefits and barriers for developing the yachting sector as an alternative tourism option for Malta and broader niche market contexts.