Providing value added tourism requires the promotion of cultural tourism, which must go beyond the restricted definition of cultural heritage and incorporate the whole way of life of a people as well as contemporary culture and the arts.

This was the focus of a stimulating forum held at St James Cavalier Centre for Creativity yesterday. Participants discussed the arts, heritage and tourism, the chosen theme for the third session of the Valletta Creative Forum, and examined possible collaborative measures between these sectors.

Introducing the session, St James Cavalier director Chris Gatt posed questions regarding the cultural tourist and the potential effect of creating synergies between the culture and tourism industries.

“Are we only going to speak about cultural heritage, or do we also mean cultural tourism?” he asked, making reference to Euro Disney and Ibiza clubbing as examples of cultural tourism.

While the forum established that lack of funding is one of the main problems hindering the promotion of cultural tourism in Malta, lack of communication between all those having an interest in culture and a serious dearth of networking, were the other elements that were pinpointed as the main issues in this regard.

A number of speakers said there are hundreds of artistes who would like to contribute to the local cultural scene, and they need to be given the opportunity to perform.

Ultimately however, many participants during yesterday’s six-hour forum stressed the need for individuals to take the initiative and implement their ideas, even if they do not have been given the support they might require from the authorities.

Among the main speakers who addressed the forum were Noemi Satta, a professional consultant in cultural marketing and local development in Italy, Xavier Bailly, head of the Heritage Department of Amiens Metropole and actor Aidan Dooley, who has developed various performance pieces and historical characters for all the National Museums in the UK.

Ms Satta said all resources in the area must be utilised when developing a cultural marketing plan. One must make use of the whole regional territory, including intangible heritage and see how this can interact with the arts, culture and heritage, she said.

She also referred to the historic villas in Brianza and the link with the Gran Prix of Monza, saying that the promotional package included an offer for those with a passion for car racing to also visit the villas.

At this, St James Cavalier’s director said that in parallel, the Middlesea Race held in Malta annually, as well as speedboat races and other prestigious events could be an opportunity to promote the country’s culture among those who come to Malta specifically for the races.

While Xavier Bailly spoke about the link between past and present that is included in Amiens’ strategy for the promotion of culture, Aidan Dooley spoke about the “edutainment” aspect of his work.

Using an actor in a museum or cultural space is enlightening and entertaining. It is a means of providing accountability to the environment and a way of mingling old with new, past with contemporary culture, thus enhancing the visitor’s overall experience by stimulating his or her heart and mind.

Sarah Spiteri, also one of the main speakers at yesterday’s forum, entertained participants by playing two pieces on her violin at St Catherine of Italy Church, just across the road from St James Cavalier.

Ms Spiteri said the church had been restored from the outside through the Fourth Italian Protocol, but has been closed to the public since 2000 and the interior is in dire need of attention and requires extensive restoration.

She said the management of St James Cavalier felt something needed to be done and a number of concerts have been held in the church although little to no funds were available. These are increasing in popularity and are providing a platform for extremely talented local artistes.

Among yesterday’s speakers who concluded the forum following three workshops was Heritage Malta chairman Dr Mario Tabone, who stressed the importance of culture as a true expression of a people, even if it depends on State funding, and there must not be any barriers in this regard.

Suggestions made by participants in the workshops included the introduction of cultural studies in the national curriculum and the regeneration of empty spaces that could prove very exciting venues for cultural activities and events.

The next session in the Valletta Creative Forum series will be held on 28 April with the chosen theme being “Creativity and Innovation in our Local Communities”. Further information can be obtained on www.sjcav.org.