The Malta Tourism Authority last week launched the findings of a research report called Tourism Activity in Mdina. The aim of the report is to provide a better understanding of the tourist experience and tourism operations in Mdina, as well as the management of the different aspects and functions of the city relating to local government, museums, heritage sites and rehabilitation.
The report was prepared by the MTA's Strategic Planning and Research Division, and forms part of an ongoing series, which includes product research reports on Valletta, Cottonera, St Julian's and Bugibba.
Questionnaires were given out to tourists in Mdina between March and June and September to November 2002, and in-depth interviews with tourism service providers in Mdina and other stakeholders were carried out last April and May.
The survey reveals that the strongest image tourists have of Mdina is that of a medieval city (39.7%). According to the survey, tourists visit Mdina primarily for sightseeing, although 59.5% of respondents also visited for cultural enrichment.
St Paul's Cathedral is the most popular tourist site. 15.5% of respondents were repeat visitors. An individual visitor in Mdina spends an average of Lm3.58, with tourists on a guided tour spending Lm2.18 on average.
Works in progress, cars driving in the city and no public conveniences were among the most pronounced negative aspects. 44% of respondents visiting Mdina on a guided tour felt that they did not spend enough time there.
The Mdina report should help tourist providers in the area to fine-tune their operations to the demands of tourists in the area. The report will also help the MTA to identify, focus and co-ordinate its work related to Mdina within areas such as product development, marketing and human resources.
In the meantime, another study, which seeks to explore the host-visitor relationship in Mdina, is also being carried out with the Mdina residents.
The findings of the Tourism Activity in Mdina survey are available on www.mtadigest.com.mt, which forms part of the MTA corporate Website www.mta.com.mt.