Cruise liner industry in Valletta : the geography of a new tourism niche

Abstract

Cruising is part of the general tourism industry. Most cruise liner passengers choose to take a tour around Valletta as the main feature of their short stay in Malta. Since analysts have placed Malta among the top ten base ports in the Mediterranean and Northern Europe, it is likely that in the future this sector will achieve added importance for Malta, so it is vital to avoid mistakes and maintain the momentum. The study looks at the current services offered by Valletta to the cruise tourists. It further takes into account the level of satisfaction of the cruise tourists who visit Valletta in the context of whether Valletta is adequately prepared to meet the requirements for an increased influx of passenger-liner tourists. The findings of the study derive from a questionnaire to cruise liner tourists, a set of interviews to the cruise terminal operators and the Valletta Mayor and a land-use description of the area from the Grand Harbour to the city centre. The prospects for the future of this type of industry are taken into consideration and highlighted with a set of recommendations of what could be done to improve the Valletta product in order to target all the expectations possible.