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Case Studies  A Regeneration Strategy for Valletta. Il-Biccerija Case Study
Tourism
Tourism is one of the mainstays of the Maltese economy. It has grown from an almost negligible economic activity to the complex and large industry that it is today, over a period of some forty years. Benefits from tourism in the local sense have accrued from increased employment, investment and foreign earnings. Tourism in Malta accounts for 24.3% of Gross National Product (GNP), at the maximum level, and over 25% of exports of goods and services. In terms of employment, tourism employs a total of 19,362 full-time equivalent jobs, or 12.79% of the total FTE jobs in 1998. (Mangion, Vella, 1998). 27% of full-time equivalent jobs in Malta is supported by tourism expenditure, in some way or another (The significance of Valletta as a tourism product: Findings of a Tourism Survey. Research and Information Division, Malta Tourism Authority. April 2001. p 10).
From the survey carried out by Malta Tourism Authority in April 2001 the following facts were found.
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Profile of Valletta foreign visitor (September-December 2000)
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Age group: young to middle-aged 25-54 years
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Visits with spouse/partner
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For 66% of respondents, this was their first visit to Valletta, 34% were on a repeat visit.
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On average, a tourist spends four to six hours in Valletta. Those on tour spend around 5 hours in Valletta; those visiting on their own spend six hours in the city.
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70% consider the amount of time they spent in Valletta as not enough because there is much more to see
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Average expenditure per person: Lm 13.79 – those on tour spend slightly less during their Valletta tour, individuals spend slightly more.
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St John’s Co-Cathedral, Upper Barrakka Gardens, Grandmaster’s Palace, Fort St Elmo/War Museum and audio-visual shows are the main five sites/attractions in Valletta visited by tourists. Other attractions are visited too which clearly indicates that tourists visit different areas within Valletta and are not solely concentrated in one or two areas of the city.
Catering establishments and retail shops are popular with tourists with almost 70% of respondents stating that they made use of these establishments’ services. The open-air market is visited by some 44% of respondents. Basic facilities, such as banks, exchange bureaux and public conveniences, were considered by most respondents as a must. The tourist information office in Valletta is made use of by some 30% of respondents. Interestingly, the Biblioteca is visited by 8% of respondents.
Respondents were requested to identify what they liked and disliked about Valletta. These likes and dislikes could be considered as the City’s strengths and weaknesses.
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Strengths:
1st - buildings and architecture
2nd – city atmosphere, particularly that of a medieval city
3rd – museums/places of interest
4th – St John’s Co-Cathedral
5th – Gardens
6th – Shopping
7th – historical attractions
Weaknesses:
1st – Pollution and dirt problems, particularly rubbish/litter on streets, pollution/smells
2nd – Insufficient/inexistent facilities and services (signposting, toilet facilities, facilities for disabled, open-air seating, etc)
3rd – visual eyesores, particularly monuments and old buildings crumbling down, wires on facades |
Economic and Social Issues  Physical Aspects
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