An analysis on the effects of Brexit on incoming tourism from the UK

Abstract

The Brexit referendum, in which the United Kingdom voted to leave the European Union, has caused significant upheavals in a variety of industries, with the tourist industry most affected. This dissertation investigates the multidimensional effects of Brexit on UK tourist behaviours, as well as the larger consequences for the tourism industry, with a special emphasis on Malta, a historically popular destination among British visitors. This study investigates the subtleties of how Brexit has impacted travel dynamics from the UK to Malta using qualitative research, including in-depth interviews with important stakeholders such as high-ranking officials, event planners, a Valletta company owner, and a tour operator. The research was prompted by five important questions: Has the number of UK visitors visiting Malta altered after Brexit? What factors impact their current travel decisions? How have their perceptions of the safety, convenience, and attractiveness of vacation places changed? Furthermore, the study investigates the economic effects on Malta's tourist industry, changes in travel behaviour as a result of new visa requirements, currency fluctuations, and general travel regulations following Brexit. It also looks at how tourist management organisations are responding strategically to reduce the negative consequences of Brexit, as well as the long-term ramifications for Malta's tourism competitiveness. This study's findings reveal a considerable fall in the number of UK visitors visiting Malta, which might be ascribed to uncertainty and perceived hassles following Brexit. The study reveals a shift in travel motivation, with British visitors showing a greater reluctance to visit European Union nations such as Malta. This move is mostly due to a sense of estrangement from the EU and worries about more complicated travel difficulties. Brexit has presented economic concerns, such as lower tourism earnings and job losses in Malta's tourism industry. The data finds that, while UK visitors prefer shorter travel distances to European locations, there is now a strong reluctance to pick them over non-EU destinations. Strategically, destination management organisations in Malta have been compelled to create new marketing strategies and collaborative activities targeted at re-engaging British visitors by stressing the safety, value, and convenience of travel. These efforts aim to reassure UK tourists while mitigating the negative consequences of Brexit on tourism. This dissertation adds to scholarly debate by offering a thorough grasp of the immediate consequences of geopolitical developments on international travel behaviour. It provides insights on how destination management might respond to ongoing developments in the tourist industry. Furthermore, it makes recommendations to policymakers and industry stakeholders on how to promote tourism resilience and long term growth in the face of such problems. As the UK and EU negotiate their post- Brexit relationship, the lessons gained here highlight the importance of continued adaptability and innovation in both countries' tourist industries.