The importance of wine tourism in Malta its contribution and ideas for its growth

Abstract

The purpose of this study is to shed light on the contribution of the Maltese wine tourism to the local economy and to offer suggestions for its future growth. Those who operate in the sector, or work closely with the tourism industry have probably come in touch with wine tourism and its importance has often been highlighted. It is evident that those involved in wine making have a strong passion for their trade and there has been some solid progress in the field over the last few years. However, much more needs to done for the sector. Stakeholders need to keep abreast with the times while those who wield political and economic power should convince themselves that wine making can be a major feature of the Maltese economy and can potentially contribute to niche market tourism. Insufficient marketing and communication have hindered its growth but the dissertation provides several suggestions. The research involved interviews with people from a varied background that helped to provide insights into various aspects of the wine industry. The analysis led to an obvious pattern illustrating plenty of room for improvement besides highlighting the passion of local wine producers for their product. A good amount of literature on the theme of wine production and tourism has been consulted. The literature review helped to show that wine production in Malta has over the years seen many changes and is essentially a history of a market of ups and downs. Finally, the present study suggests that the development of strong policies; improvement in the marketing of wine tourism; and the strengthening of linkages, amongst other recommendations, could play their part in aiding the Maltese wine tourism industry to flourish. As a result it is hoped that this study may help highlight the current Maltese wine tourism scene and its importance to the Maltese economy and tourism industry.