Urban heritage and cultural tourism development: a case study of Valletta’s role in Malta’s tourism

Despite its rich urban heritage, Valletta has struggled to transition from sun-and-sea tourism to a more culture-oriented model. While recent policy shifts and investments have improved its cultural appeal, the dominance of traditional tourism persists, limiting the long-term impact of initiatives like Valletta's 2018 designation as European Capital of Culture. This case study reveals that even in destinations with strong heritage, shifting tourism paradigms proves challenging.

Ebejer, J. (2018). Urban heritage and cultural tourism development: a case study of Valletta’s role in Malta’s tourism. Journal of Tourism and Cultural Change, 17(3), 306–320. https://doi.org/10.1080/14766825.2018.1447950