Malta sets record for tourism growth owing to 2023

Thursday, February 29, 2024

In a recent statement, Bartolo highlighted that 2023 marked an unprecedented milestone for Malta’s tourism sector, setting records in several key metrics, including the influx of inbound tourists, the number of guest nights in accommodations across Malta, and the overall expenditure by tourists. He underscored Malta’s distinguished position as the top-performing destination within the Mediterranean region in 2023, as well as its status among the earliest in Europe to regain its pre-pandemic tourism strength.

The growth in tourism in the North American market was notably remarkable. Michelle Buttigieg, representing the Malta Tourism Authority in North America, shared that the year 2023 saw a total of 55,096 visitors from the U.S., reflecting a 35.6% increase from the previous year and a 9% rise from the pre-pandemic figures of 2019. Canada’s tourism figures also experienced substantial growth, with a 36.3% increase from 2022 and a 7.5% rise compared to 2019. Buttigieg attributed a significant part of this growth to the cruise industry, pointing out Valletta’s crucial role as a major port for Mediterranean cruises. Specifically, the final quarter of 2023 witnessed 82 cruise liner calls in contrast to the 21 in the same period the year before, with American passengers making up 40% of non-EU cruise visitors during this time.

Buttigieg further emphasized the importance of Malta’s development as a luxury travel destination, marked by the opening of new 5-star hotels, the creation of curated experiences, and a commitment to sustainable tourism practices. She credited the growth in the North American market to the Malta Tourism Authority’s educational initiatives and collaborative efforts with tour operators through the United States Tour Operators Association (USTOA), travel advisors through consortia like Virtuoso, and a comprehensive Travel Agent Academy Training Program. She also highlighted the effectiveness of a coordinated marketing campaign, a focused PR strategy targeting luxury and curated experiences, niche markets, and a targeted advertising campaign for both trade and consumers.

Carlo Micallef, CEO of the Malta Tourism Authority, delved into the specifics of the marketing strategy, which is driven by data, targets higher-income experiential travelers, and is agile enough to be adjusted for optimal results. He emphasized the customer-centric approach to engaging potential tourists and the critical role of marketing efforts in enhancing Malta’s attractiveness to tourists and improving its tourism offerings. Micallef reaffirmed the Authority’s dedication to continuous improvement, aiming to maintain and build upon the rejuvenation of Malta’s tourism sector.

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