Regeneration in a mass-tourism resort: The changing fortunes of Bugibba, Malta

International images emanating from Malta’s tourism authorities are of a tourism product typified by quality accommodation, attractive aesthetics, urban environment and design, and the proximity of cultural attractions.The transformation of the resort of Bugibba to meet the demands of these markets and to maintain competitiveness presents many, diverse challenges. The prevailing atmosphere within the resort during the first decade of the 21st century is of a town that is striving to find its contemporary identity. In common with many resorts it appears a faded reflection of its 1970s heyday and is striving to revitalise its fortunes. However, Bugibba’s position as a tourist resort has been shaped by Malta’s National Tourism Plans since 1989, and it is contended here that these plans are contributing to the resort’s decline. Rethinking Bugibba’s next phases of development is bringing about change. Meeting upmarket expectations and image provides a national steer for Bugibba, and the nature of its tourism product has started to alter, albeit slowly. However, to change perceptions of it as a traditional mass-tourism resort will be harder to achieve, and may be made even more difficult during the period of transition.