An analysis of food festivals as a tool for promoting food tourism in Malta

Abstract

The interest in food tourism is ever-growing around the world, and has become one of the most dynamic and creative segments of tourism (UNWTO, 2012). Food is a significant aspect of the tourist’s experience of a destination and food festivals are methods for tourists to experience the food culture of a destination. Therefore, this study aims to discuss Malta’s potential to further develop an indigenous food festival sector and improve food tourism.

Semi structured interviews were conducted with key players in the food, tourism and events industry in order to determine views on developing such a niche and evaluate the potential impacts. These results were then correlated to relevant secondary sources and literature to further support opinions. Results showed that Malta has the right characteristics to attract food tourism and indigenous food festivals could be the right vehicle to showcase the island’s food culture. Developing such a niche could also influence Malta’s brand and enrich the importance of Malta’s food culture image. However, in order to reap the benefits of this niche the food and festival sector would be required to improve the quality of the tourism product in order to provide high-quality experiences, which is what today’s cultured tourist seeks when travelling. In turn, this could result in Malta attracting high quality tourists which brings with it a multitude of benefits. Locals must be aware of Maltese food culture and enhance their pride in their products prior to developing the sector. Additionally, authorities must provide the right support for initiatives leading to the development of the niche as well as implement strategic food tourism marketing plans.