Although Valletta has been positively promoted since it was awarded the European Capital of Culture, a well-attended panel discussion held at University last week also brought up various issues questioning the success of Valletta 2018.
The discussion, organised by the University’s Institute for Tourism, Travel and Culture in collaboration with the University of Westminster, the UK, asked whether V.18 is a publicity stunt or an opportunity for strategic tourism development.
Dr Andrew Smith from the University of Westminster’s Faculty of Architecture and the Built Environment, asked the audience which city is currently the cultural capital of Europe, and was met by blank faces. This was reflected Dr Smith’s sceptical views of the event.
He said that although Valletta would carry this prestigious title in 2018, it is not yet known whether it would really be a catalyst for regeneration, and if it would place Malta in a more prominent position on the international map.
Although V.18 is being confidently boasted about, its main objectives and goals were also constantly questioned, thus raising concerns about the event as a whole.
Dr Nadia Theuma from the University’s Institute for Tourism, Travel and Culture, said events like V.18 have great impacts on tourism and that visitors increase through such events. Dr Nancy Stevenson from the University of Westminster also made positive comparisons between V.18 and the London 2012 Olympic Games, adding that having Valletta as the European Capital of Culture would encourage the dispersal of events and tourists.
Although at first glance the event is of a touristic nature and would be based at the capital city, the discussion brought up various ways in which the benefits could be spread to the Maltese community as a whole. Some even questioned why the award had been given only to Valletta when all of Malta has potential for the title.
Other members of the panel, which was chaired by architect, urban planner and tourism consultant John Ebejer, were Dr Karsten Xuereb from the Valletta 2018 Foundation and Caldon Mercieca from the Tourism Ministry’s culture and audiovisual unit.
Marie Claire Finger is Insite print editor.