Introduction Malta has been seen as a destination for “3 s” (sea, sand, sun) tourism for a long time. However, many researchers note that reliance on this type of tourism can lead to various negative outcomes (Bramwell 2007). More so, Malta has other touristic options which can help the republic develop. Thus, heritage or cultural tourism is a perspective area to develop. Valletta, the capital city of Malta, can be an attractive destination for tourists from all over the world. The city was founded in 1566 “by Grand Master Jean de la Valletta, of the Knights of St John” (Dillon 2010, p. 37). The city is associated with a variety of events which had certain impact on the history of Europe. It is necessary to note that the city is multinational and this also contributes to a potential interest of tourists coming from different European countries. Admittedly, heritage tourism in Malta has become a topic of a heated debate. The stakeholders involved agree that this branch of tourism should be developed but there is no particular strategy (Pappas 2005; Dodds, 2007; Dillon 2010). The stakeholders involved have different views on how this sector should be developed. Remarkably, authorities are often blamed for their inability to cope with various problems associated with the development of heritage tourism in Valletta. There are problems with transportation, accommodations for tourists, dwelling for locals, insufficient services, environmental issues, etc. The present report covers major issues associated with heritage tourism in Valletta and provides some ideas on how these issues can be addressed. Of course, it is necessary to start with a short description of major products and resources available at the heritage attraction. Products and resources available at the heritage attraction One of the major characteristics of Valletta is its majestic architecture: Baroque style prevails in the city (Smith 2009). Therefore, one of the major services available is the walking tour. Walking tours are very popular, like in any other heritage European destinations. There are various routes offered to tourists. Local guides can even customize tours for a particular tourist or group of tourists. There are several ‘must-see’ sites in the city. For instance, Auberge de Castile is one of the most magnificent sites (Dillon 2010). The facade of the marvellous building dominates the entire square. At present, this is the residence of the Prime Minister of the republic. Of course, it fascinates people with its magnificence and various stories. According to Travelling Wizards (2011) St. John’s Co-Cathedral is also a must-see place. It was built in the sixteenth century and it also has various stories to share. Of course, it is also one of the most beautiful examples of high Baroque style as well as “an important shrine and a sacred place of worship” (Travelling Wizards 2011, p. 7). Fort Saint Elmo is also a very important site as this fortification tells a story of the entire city. Along with this site National Museum in Malta can also attract those who want to know more about the history of the great city (Delia 2011). The museum has artefacts which can help recreate events which took place in the sixteenth century. It is necessary