Using the Valletta 2018 (V18) brand to generate a higher quality of tourism amongst European middle-aged and senior tourists

Abstract

Valletta, Malta’s capital city, was chosen as the European Capital of Culture throughout the year of 2018 (the process is also abbreviated as V18). Being hailed with such a prestigious title comes along with a fresh set of challenges, though also gives the city and the entire country a unique opportunity to showcase its culture, high art and heritage. The main aim of this paper is not only to simply delve into the subject. Branding, the use of efficient marketing and striving to improve the current tourism sector are the three main themes behind this long essay. The current marketing strategies V18 is using are studied. More importantly, it is analysed whether a process such as V18 and all the cultural events that come with it could eliminate the typical Maltese mass-tourism mentality to a more quality-based mentality. This can be carried out by targeting potential niches of tourists who are specifically into high culture and who have enough time to enjoy and experience new cultures. Upon reading this study, one can find out if the strategies behind V18 are efficient enough at this day and age. Any suggestions and improvements that come out because of the data gathering could eventually help the market reflect upon certain choices and will also be a great opportunity to plan ahead for the year of 2031; where Malta was once again chosen as a European Capital of Culture.