Analysing yachting tourism in the Maltese islands as a potential market

Abstract

This Research is all about the growth of yachting tourism and as a market how we can explore more to become one of the niche markets in the Maltese Islands. The goal was to first analyse the strengths (advantages) and the weaknesses (disadvantages) of Malta as a yachting target destination, then after by evaluating the demand and the interest for yachting tourism in Malta and conclude it by comparing the challenges and opportunities of the research. In the first part; the researcher introduced the secondary research where a literature review was implemented to obtain and to develop a better understanding of this subject. To conduct this study a qualitative analysis method used by conducted face-to-face and email interviews, with professional people who are experts in this industry. The research used the inductive method to evaluate the collected data and to compare them to the literature review. A couple of recommendations came up to improve the growth and the demand of the yachting industry in Malta. The research presented that, Malta as an island has several advantages for growth in the yachting industry and this can be a benefit to promote sustainable tourism in the blue economy and also to reduce seasonality. However, Malta does have several challenges which it needs to be researched and investigated for further improvements and investments so as a country it will be more attractive and productive in regards to the yachting industry and yachting tourism. If Malta invests more and improve the quality of services, products and facilities and to increase of berthing and infrastructure services, Malta will be more attractive especially for well-known foreign companies. As an island in the Mediterranean, the Maltese Islands has a significant potential to improve and to exceed in the yachting tourism industry.