The Maltese carnival : a unique and authentic tourism product

Abstract

In many countries carnival is one form of activity that contributes to the economy, which in turn manages to attract thousands of tourists in the shoulder months. Malta is implementing a sustainable tourism policy framework in which carnival, which falls within the shoulder months, could be turned into another means to attract cultural tourism. The main aim of this study is to see whether the local carnival can be truly considered as a unique and authentic product and how it is perceived by the visitors that come to watch the Maltese carnival. The research methodology adopted in this study is triangulation approach. Representatives of the main stakeholders were interviewed and a questionnaire was distributed to the visitors who attended the carnival event of 2013. The findings from this research indicate that the Maltese carnival in one way or another is considered to be a unique and authentic tourism product and it is imperative to exploit its potential more. However, this can be done only if the Maltese people appreciate it more and it is given more cultural importance. Three suggestions that many believe need to be implemented are to have proper workshops where participants can work, upgrading the promotion and marketing strategies, and reintroducing the traditional Maltese carnival.