Does sport-related investment contribute to tourism development?

Abstract

The importance of sports tourism was highlighted at a conference held by the United Nations World Tourism Organisation (UNWTO) in 2001, and it was said by the then president of the Olympic committee that sports and tourism can be identified as efforts with different meanings but the same understanding. This notion spread quickly and has developed into one of the most rapidly growing sectors in the worldwide tourism industry. This is why one may no longer describe it as a niche category in tourism today. This study therefore inquires whether investment in sports tourism is beneficial to the contribution of tourism development, as well as to examine and evaluate Malta’s potential to achieve further growth in the sports tourism sector. In order to gather research and relevant information, semi-structured interviews were carried out with different stakeholders in the sports industry so as to obtain contrasting views and opinions on improvements that could be made and regarding the growth potential of this sector. From the interviews, it was made clear that Malta’s sports industry has the potential to progress further as it possesses the right characteristics to attract sports tourism to the islands. Improving this sector definitely means that there must be a professional workforce who is ready to communicate with international sports organisations or tourists who wish to engage in sports in Malta and who will be able to provide them with a quality experience. Interviewees working in the industry noted that with help from the authorities and the right investment, this sector may flourish. Both bodies must coincide and formulate sports schemes, which will provide tourists with a professional and high-quality experience.