Re-enacting Strada Stretta : an exercise in tourism promotion

Abstract

This research is mainly set out to explore the feasibility of a re-enactment of Strait Street which was known as one of the best entertainment and economic hubs in Malta. Thus, such a re-enactment is being proposed as a means of bringing back life into the street. Data was gathered through various methods, including participant observation, interviews and questionnaires. It was collected through feedback from locals, tourists and a number of important stakeholders particularly associated with regeneration works in Strait Street. The general findings demonstrate that Strait Street transforms itself from a quiet street during the day to a vibrant place at night. The majority of locals and tourists frequenting the street agree with a re-enactment of Strait Street, even though many foreigners were not aware of this hidden gem. Various stakeholders mentioned the issue of the residential sector versus the commercial sector which could certainly have an impact on the feasibility of this proposal. Despite all this, it is quite encouraging that many commented that re-enactments act as a pull-factor, encouraging people to visit particular destinations and sites. Admittedly, various issues have to be taken into consideration. However, such findings suggest that people in general do want more activity in Strait Street, especially during the day. In fact, many have already shown interest by investing and organising a number of events in Strait Street. The conclusions reached in this research suggest that a re-enactment of Strait Street would potentially contribute towards attracting more people to this street, which in turn generates economic growth. With increased marketing strategies, it is believed that Strait Street could once again become Valletta’s main hub for entertainment.