An evaluation of the cruise industry in Malta

Abstract

Over the last years, the European cruise market share has expanded significantly and the Mediterranean has become the most renowned cruising area in the region. Subsequently, Malta, with its central geographical situation in the Mediterranean Sea, has benefited from this growth, as evident through the record number of passengers which surpassed 620,000 in 2016. Considering that Malta owns one cruise port, the growing number of cruise passengers demonstrates the island’s potential as a cruise destination. Nonetheless, even though the authorities and other interested parties recognise the prospects for the cruise sector, the latter and its relationship with the Maltese Islands are not explored enough, leading to gaps in research. This awareness was a motivational factor behind this study, which seeks to provide an evaluation of the cruise industry in Malta in order to establish whether cruising is an important segment of tourism. This objective was accomplished by conducting semistructured interviews with professionals and industry players and comparing their answers with secondary data sources. This study concluded that the cruise sector is indeed important for Malta and its tourism industry. Results indicate that several benefits, as well as drawbacks, stem from cruise travel, however, the former outweigh the latter. Outcomes portray Malta as embracing a number of strengths that enhance our attractiveness as a cruise destination that also lead to a more successful tourism industry. Conversely, this research also unearths a few weaknesses and threats attributed to Malta’s cruise sector. On this basis, this study concludes by making a number of recommendations.