Re-Imaging Malta: The Potential of Sailing and Yacht Events as a Tourism Niche—a Case Study of the Rolex Middle Sea Race RMSR

Caroline Navarro () and Andrew Jones ()
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Caroline Navarro: Independent Luxury Yacht Practitioner
Andrew Jones: University of Malta

Chapter Chapter 11 in Luxury Yachting, 2022, pp 195-218 from Springer

Abstract: Abstract This chapter focuses on the Rolex Middle Sea sailing event as a specific luxury tourism example. It evaluates current and future contributions that such an event can bring to the Maltese tourist economy and broader lessons that such events could have for other destinations. Consideration is given to the overall impact of the Rolex race on Maltese tourism, improvements of the event to enhance its contribution to Maltese tourism, and challenges that the event faces in promoting Malta as an ‘alternative’ ‘luxury’ tourism destination. Conclusions assess the benefits and barriers for developing maritime events and for sailing and yachting sectors as an alternative luxury tourism option for Malta. In turn, it provides a specific and unique case that reviews implications for such events and, at a broader policy context, lessons for developing niche event markets for tourism destinations generally.

Keywords: Sailing/yachting events; Sports tourism; Events; Blue economy; Maritime tourism; Niche markets (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-86406-4_11

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DOI: 10.1007/978-3-030-86406-4_11

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