Niche markets and small island tourism: the development of sports tourism in Malta

Abstract

While tourism can bring many economic advantages to small islands, there are many examples of rapid, unplanned tourist development having produced over-reliance on this one industry, environmental degradation and a concentration on the lower quality end of the mass tourism market. As a result, in the 1990s many islands have been seeking to remedy this situation by a greater commitment to planning, upgrading of facilities and developing new markets. This paper examines this issue through a case study of the island of Malta, which has experienced many of these problems, and evaluates the development of a particular niche market, that of sports tourism. As well as assessing the potential market for sports tourism and the current extent of development on the island, the paper also examines various resource constraints and issues that may affect the potential for future development and concludes by examining the role and commitment of government in formulating appropriate policies. In addition to its value for the future potential of sports tourism in Malta, the paper also provides valuable lessons for such development elsewhere.