Arts and entertainment : the tourism perspective

Abstract

Tourism is one of the mainstays of the Maltese economy. Over the years it has generated substantial revenue and created thousands of jobs, We are now operating in an increasingly competitive market with several other destinations offering a better sun-sea product at a cheaper price, Malta receives high. numbers of visitors during the summer months and substantially lower numbers during the winter and shoulder months. The tourism infrastructure, particularly accommodation, is thus under-utilised. One of the main objectives of the Malta Tourism Authority (MTA) is to improve seasonality, thereby making the tourism industry more sustainable. One sector which could provide. for increased tourism flows is the performing and visual arts. There are two strands of cultural tourism which are complementary to one another. The first involves the "tangibles" or the physical product (including urban heritage, historic and archaeological sites and' museums). The second strand involves the "intangibles" namely the performing and visual'. Arts, Cultural tourism is normally associated with the "tangibles"; the relevance of performing and visual arts for cultural tourism is not given sufficient emphasis. This needs to be remedied if Malta is to develop a more holistic cultural image. There are two attributes which distinguish art from "non-' art". Art is creative and innovative; art is an expression feeling. Certain activities which are entertaining may have a limited artistic content (for example, animation and games in hotels, re-enactments and concerts of popular tunes). Because they are of interest to the tourist, they are also relevant in this discussion.