Valletta ECoC 2018 and cultural tourism development

Abstract

Valletta, European Capital of Culture 2018 offers the prospect of cultural tourism development and attracting more visitors. However, tensions and opportunity costs potentially arise in planning such change. Strategies could be to intensify or diversify Valletta’s cultural tourism during the run-up to 2018; however, their appropriateness could differ in terms of competitive advantage, social inclusivity and sustainability. This paper focuses on the rationales for different approaches to tourism product development, adopting a broad relational perspective on product assembly that directs attention to the relationships, processes and contexts involved. Analysis suggests that innovative, experimental combinations of selected forms of intensification and diversification are needed to avoid locally insensitive cultural change and unsustainable tourism development.