Malta Chamber of Commerce urges shift from tourism growth to tourism stewardship

Malta must move from simply celebrating tourism growth to managing it more responsibly, according to a new strategy document launched by The Malta Chamber of Commerce in collaboration with EY Parthenon.

The report, titled Rediscover to Align, argues that the country’s tourism success should now be guided by better alignment between visitor growth, infrastructure, environmental sustainability, residents’ quality of life and broader national priorities.

Presenting the document, Malta Chamber President William Spiteri Bailey said tourism remains one of Malta’s most important economic sectors, but its significance extends well beyond its financial contribution.

“Tourism is the primary way Malta presents itself to the world, through our people, culture and landscapes,” he said.

He noted that after the strong post-pandemic rebound, the central issue is no longer recovery but stewardship. The sector has regained momentum, with visitor numbers and air connectivity restored, but that very success is now creating fresh pressures.

Spiteri Bailey said the Chamber had first started this discussion during the Covid-19 crisis, when it asked what Malta’s tourism model should look like in the future rather than simply waiting for conditions to improve. That process led to the original Rediscover document in 2021, while Rediscover to Align is intended as the next stage of that long-term vision.

EY Malta Senior Manager Glenn Fenech said Malta’s tourism performance has continued to reach new highs, with tourist arrivals climbing to around four million last year, more than double the 1.8 million recorded in 2015.

Tourism expenditure also rose sharply, reaching €3.9 billion. However, Fenech pointed out that the average expenditure per tourist has fallen, dropping from €919 to €771. This decline is partly attributed to shorter stays, with the average tourist now spending 6.3 nights in Malta in 2025.

He also highlighted changing accommodation trends. Around 61% of tourists are now staying in collective accommodation, including short-let properties, while 31% stay in traditional non-collective accommodation and 8% in non-rented accommodation.

At the same time, seasonality is becoming less pronounced. October has now emerged as one of the busiest months for tourism, alongside August, replacing July as the second peak month. Malta has also become less dependent on its traditional core markets – the United Kingdom, Germany, Italy and France – as it broadens its tourism base.

Fenech said the strategy is the result of broad consultation involving more than 30 public and private sector stakeholders, backed by data analysis and sector research. Its central message, he said, is that tourism growth must be matched by the country’s ability to sustain it.

“We need to manage success through alignment so that growth remains sustainable and resilient,” he said.

Malta Chamber Board member Alan Arrigo outlined the strategy’s three main pillars.

The first focuses on improving the visitor journey and reshaping the tourism offer. Among the proposals are calls for the Malta Tourism Authority to place greater emphasis on value rather than sheer visitor volume, with stronger promotion of Malta’s heritage, gastronomy and cultural identity. The strategy also recommends expanding niche, experience-driven tourism and creating a smarter tourism ecosystem that uses data to manage visitor flows more effectively.

Arrigo said the report also pushes for a shift from “more beds to better beds”, including a review of hotel planning incentives and closer alignment between tourism development and infrastructure capacity.

The second pillar centres on authenticity and environmental protection. It calls for stronger safeguards for Malta’s landscapes, historic streetscapes and village identities, as well as firmer protection of ODZ areas from damaging development. Proposed measures include a national aesthetics and landscape policy, tighter limits on projects that harm natural surroundings, and stronger links between tourism and culture.

The strategy also encourages the expansion of year-round tourism niches such as conferences, educational travel, diving, maritime tourism and cultural events, in a bid to reduce pressure from seasonal peaks.

The third pillar addresses governance and coordination. It proposes stronger collaboration across ministries and agencies, alongside the creation of a Tourism Resilience and Reinvestment Reserve. Other recommendations include industry-led skills frameworks, greater investment in innovation and digitalisation, and improved working conditions across the sector.

Tourism Operators Business Section Chairperson Joe Galea said the sector’s strong recovery after the pandemic has created new obligations for both industry and policymakers.

“If there is an industry that was successful after the pandemic, it is tourism, but that success brings responsibilities,” he said.

He stressed that Malta must now focus on exceeding visitor expectations while ensuring that tourism does not erode residents’ quality of life. Galea said locals must remain central to the tourism experience, noting that visitors are drawn to authentic destinations where residents themselves remain proud of where they live.

The Chamber said the document is intended as a living strategy that will evolve over time. But its message is clear: Malta’s tourism future should no longer be measured by numbers alone, but by whether success can be sustained without undermining the islands’ communities, identity and environment.