The influence of Sicilian wine on Maltese wine tourism

Abstract

This research is set to study the Maltese wine tourism and how the Sicilian wine influences it. The study has been conducted using qualitative research methods by approaching the industry stakeholders and carrying out exploratory interviews. Interviews form a vital part of this research and serve as a major tool for the analysis and formation of conclusions. It was found out that Malta produce quality wine with distinctive characteristics that has a potential to be recognized on the international level but is restricted due to the small yields. Malta attracts mass tourism and tourists perceive wine related activities as complementary to their holiday, whilst Sicily is a destination that specifically attracts wine tourists. This suggests that there is potential for improvement and growth of the wine tourism niche. In order to develop the niche Maltese wineries need to consolidate and engage in collaboration with Sicily. This research has recognized the need for Malta to be led by the example and Sicily can be used as a role model and adapt the developed model to benefit local wine tourism activities. The need for governmental help has been identified since it is impossible to improve the niche without formal guidelines and schemes. By following the suggestions highlighted in this research the Maltese wine tourism sector can experience growth and benefit from the acknowledgment of Maltese wine by international experts.