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

In: Luxury Yachting

Author

Listed:
  • Caroline Navarro

    (Independent Luxury Yacht Practitioner)

  • Andrew Jones

    (University of Malta)

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.

Suggested Citation

  • Caroline Navarro & Andrew Jones, 2022. "Re-Imaging Malta: The Potential of Sailing and Yacht Events as a Tourism Niche—a Case Study of the Rolex Middle Sea Race RMSR," Springer Books, in: Tatiana Gladkikh & Hugues Séraphin & Victoria Gladkikh & Tan Vo-Thanh (ed.), Luxury Yachting, chapter 0, pages 195-218, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-86406-4_11
    DOI: 10.1007/978-3-030-86406-4_11
    as

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