Locality survey : Malta Tourism Authority research unit

Abstract

The Locality Survey is a research exercise carried out by the Malta Tourism Authority with the objective of gauging tourist experience in designated tourist localities. For the objectives of the Valletta 2018 Evaluation and Monitoring process, this survey will shed light on tourists’ experience of Valletta, and more specifically their evaluation of the product and service offer. Research findings indicate a positive tourist experience, with high satisfaction ratings being recorded across most aspects of Valletta’s product and service offer. Valletta’s rich cultural heritage was highly appreciated by visitors as well as the city’s vantage points and panoramic views. Areas for improvement mainly relate to infrastructure, basic amenities and upkeep. Lower satisfaction levels were recorded for parking facilities and traffic management, road signage, infrastructure for pedestrians, and public conveniences. The public transport and the service provided at museums and historical sites were also negatively rated. All in all, tourists felt welcome in Valletta and thoroughly enjoyed their visit, and would consequently be very willing to recommend Valletta to family and friends. An increase in awareness levels of Valletta’s title as an ECOC in 2018 among respondents prior to their departure has been noted whereby the share of tourists being aware of ECOC title prior to their trip to Malta increased from 23% in 2015 to 28% in 2016.