Malta's tourism industry since 1985: Diversification, cultural tourism and sustainability

Abstract During the 1960s and 1970s, Malta's mass tourism industry developed in a relatively unplanned fashion and was characterised by a mixed assortment of benefits and dis‐benefits, as well as dependence on a narrowly defined market. This paper examines the international trends and government policies that have resulted in the diversification of the tourist industry in Malta since the mid‐1980s. Focusing on one particular type of niche‐marketing, that of cultural tourism, the paper explores some of the possible impacts following from the changing patterns of tourism. The paper questions whether cultural tourists are a blessing or blight, and considers the emerging implications for the sustainability of tourism in Malta, examining Malta as a sensitive test case for tourism development strategies.