Italian Tourism Awards Honor Malta As Best International Tourism Destination, Surpassing Renowned Countries In Unmatched And Beautiful Global Travel Excellence

Published on December 25, 2025

Malta has been crowned the Best International Tourism Destination at the prestigious Italian Tourism Awards, a recognition that highlights its unmatched appeal in the global travel scene. Surpassing renowned countries, Malta’s unique blend of rich history, stunning landscapes, and vibrant cultural experiences has captured the attention of travelers worldwide, cementing its place as a top choice for global tourism excellence.

Malta has received the esteemed “Best International Tourism Destination” award at the Italian Tourism Awards – The Night of Excellence, which took place on December 10th at The St. Regis in Rome. This recognition marks a significant achievement for Malta’s tourism industry and underscores the island’s growing appeal as a leading destination on the international stage. The award ceremony celebrated Malta’s outstanding efforts in tourism promotion, marking the culmination of a year dedicated to elevating the country and its sister island, Gozo, as year-round, premium destinations.

The event, which was broadcast on Rai 2, was a platform for celebrating the accomplishments of VisitMalta’s Italian office. The award jury commended Malta for its excellence in tourism marketing, international development, and promotion, noting that the island’s tourism strategy is both effective and innovative, addressing the needs of modern travelers while preserving the essence of the destination.

As Malta continues to build its reputation as a top international destination, the award acknowledges the collective efforts of a broad network of stakeholders. The recognition is not only a win for Malta but also for its partners, who have worked tirelessly to create a compelling tourism experience that resonates on both an emotional and practical level. In receiving the award, Malta highlighted the value of teamwork and collaboration in successfully promoting the islands to international audiences.

In a statement, VisitMalta emphasized the importance of human capital and the key role it plays in the success of tourism initiatives. “This recognition belongs to our entire team and celebrates the work shared with our headquarters and many partners, who every day help us tell the story of Malta and Gozo in an emotional and innovative way. It reflects a coherent, multidisciplinary strategy that meets the evolving needs of contemporary travelers. An effective tourism strategy is one that works in numbers but touches the heart: it creates economic value without losing the soul of the destination,” the spokesperson said.

The strategy behind Malta’s tourism growth is multifaceted, encompassing a variety of initiatives aimed at making the destination both appealing and sustainable. One of the key elements of this strategy is the emphasis on creativity and skill development. By focusing on fostering creativity, especially through female leadership, Malta has ensured that its tourism marketing is not only professional but also innovative and engaging. This focus on human capital helps the island stay ahead of the curve in the competitive global tourism market.

Emotional and immersive communication has also been a hallmark of Malta’s marketing efforts. The use of experiential and digital storytelling has played a pivotal role in making Malta and Gozo more accessible and attractive to modern travelers. With the rise of digital platforms and social media, the ability to tell compelling stories that resonate with a wide audience has become an essential part of Malta’s promotional strategy. Through these efforts, Malta has successfully connected with contemporary travelers, creating a sense of belonging and engagement that goes beyond simple tourism marketing.

Cross-sector collaborations have also been central to Malta’s tourism success. By working closely with tour operators, agencies, stakeholders, and digital creators, Malta has managed to strengthen its ties with key markets, particularly Italy. These collaborations have helped Malta reach a broader audience and position itself as a destination for diverse types of travelers, from cultural enthusiasts to adventure seekers. The partnerships have allowed Malta to craft unique, tailored experiences for visitors, making the island an attractive option for international tourists seeking something more than the typical tourist offerings.

In addition to marketing and partnerships, Malta has placed a strong emphasis on territorial presence. Events, workshops, and training sessions have been organized to engage both trade professionals and consumers. By being present on the ground and offering educational opportunities, Malta has been able to raise awareness about the destination while also enhancing the skills of local tourism professionals. This territorial approach has ensured that Malta remains visible and relevant, even as the tourism landscape continues to evolve.

Sustainability has been another key focus area for Malta’s tourism strategy, particularly with regard to Gozo and Comino. These two islands are increasingly being promoted as destinations for slow tourism and green travel. With an eye on sustainable development, Malta has sought to strike a balance between tourism growth and environmental preservation. Gozo, in particular, is being positioned as a tranquil, eco-friendly destination where visitors can experience Malta’s natural beauty without the crowds often associated with more mainstream tourist spots. This commitment to sustainability ensures that Malta can continue to offer high-quality experiences without compromising its long-term environmental health.

Among the flagship initiatives that have garnered attention is the “Nessuna donna è un’isola” project. This cultural and narrative journey stands out as a prime example of Malta’s innovative approach to tourism. The project combines wellness, female identity, and the promotion of Gozo’s territory in a unique way, offering visitors an immersive experience that goes beyond the usual travel itinerary. Through photography exhibitions, yoga retreats, tailor-made experiences, and collaborations with tour operators, the initiative has achieved significant public and critical acclaim. It has become a key part of Malta’s strategy to offer visitors not just a destination, but an experience that resonates emotionally and culturally.

The success of the “Nessuna donna è un’isola” project highlights Malta’s ability to create meaningful and impactful tourism initiatives. By combining culture, wellness, and sustainable tourism, Malta has managed to attract attention not only from tourists but also from the media and industry professionals. The project’s success has contributed to Malta’s growing reputation as a destination that offers more than just traditional tourist attractions—it offers experiences that leave a lasting impression on visitors.

Malta has been named the Best International Tourism Destination at the Italian Tourism Awards, surpassing renowned countries due to its rich history, breathtaking landscapes, and vibrant cultural offerings that make it a standout in global travel excellence.

Malta’s achievement at the Italian Tourism Awards is a reflection of the island’s innovative and thoughtful approach to tourism. Through a combination of creativity, collaboration, sustainability, and emotional engagement, Malta has successfully positioned itself as a top international destination. The award serves as a testament to the island’s continued success and its commitment to providing exceptional experiences for travelers from around the world.