
Malta’s appeal as a top tourist destination hardly needs to be explained. Its unique blend of rich cultural heritage, year-round sunshine, crystal-clear Mediterranean waters, and compact accessibility brought over 3.6 million tourists in 2024. Tourism is a cornerstone of Malta´s economy, contributing around 27% of GDP and generating approximately 25,000 jobs, which makes up 14% of total employment. Last year, the sector generated over €3.3 billion in tourist expenditure, with a per capita spend of €924. However, Malta also struggles with overtourism. A key example is Comino, which has faced environmental degradation and overcrowding. As a response, authorities have introduced new restrictions to limit visitor numbers, particularly at the Blue Lagoon.
Sustainable tourism and strategic foresight are crucial for Malta to build a resilient tourism sector capable of withstanding future challenges. Currently, disrupted economies following tariff policies initiated by U.S. President Donald Trump, alongside ongoing conflicts in the Middle East and Ukraine, are creating widespread uncertainty. Although experts suggest the direct impact of U.S. tariffs may be minimal due to Malta’s limited exports to the U.S., global economic threats like the unravelling trade war pose risks to tourism, including reduced travel from key markets and the ongoing cost-of-living crisis. Tourism, reliant on global peace, freedom of movement, and consumer confidence, is a fragile export. In this context, it becomes imperative for Malta to future-proof the sector with sustainability at its core.
Malta’s tourism policy is guided by the national strategy Recover, Rethink, Revitalise (2021–2030), which seeks to rethink tourism growth models by incorporating sustainability and climate policy while revitalising the sector through niche markets. The Ministry for Tourism and Public Cleanliness asserts that the formulation and execution of tourism policy must be grounded in sustainable development.
Malta´s national tourism strategy is featured in the 2024 edition of OECD Tourism Trends and Policies, which assesses the tourism performance and strategies of 50 OECD and partner countries. The report highlights that although tourism has recovered strongly from recent crises, especially COVID-19, rising geopolitical tensions, inflation, and climate-related events pose new challenges. Active, forward-looking policies are needed to build a more resilient, sustainable, and inclusive sector. For Malta, the OECD identifies key sustainability issues such as the circular economy, managing tourism concentration, and improving community and visitor sentiment. Other areas like biodiversity, decarbonising transport, and resilience to shocks are also noted, though not deemed top priorities for Malta.
Malta is cited multiple times as a best-practice example. One notable initiative is the focus on workforce development in the Malta Tourism Strategy 2021–2030, which aims to strengthen human capital by enhancing training and improving wage attractiveness. Another example is the innovative use of satellite imaging and artificial intelligence to monitor tourism development and environmental impact. These tools help develop tailored sustainability indicators to better guide policymaking.
Malta has also introduced several initiatives to tackle overtourism, which can lead to environmental damage, strain on infrastructure, cultural degradation and declining quality of life for residents. These measures include carrying capacity assessments, visitor management systems, the promotion of off-peak tourism, and infrastructure monitoring. The Maltese government is also working to diversify its tourism offering by extending the tourism season and promoting cultural, adventure and wellness tourism. The Malta Tourism Authority is actively identifying lesser-known areas for tourism revitalisation. Through these initiatives, Malta aims to balance economic gains with preserving its natural and cultural heritage. Considering these efforts, a marketing shift is likely to be underway to position Malta not only as a beach destination but as a sustainable cultural hub.
Seemingly in contrast, Malta Vision 2050 envisions a shift in tourism towards premium offerings that prioritise quality over quantity, seeking to balance visitor numbers with higher per capita expenditure. However, the macro-initiatives proposed in the public consultation documents, such as expanding premium accommodations, hosting more international meetings, and increasing home porting, seem to diverge from the sustainability-driven approach outlined in the 2021–2030 strategy. These initiatives, while commercially appealing, could potentially risk sidelining long-term sustainability unless carefully aligned.
Whether Vision 2050 will complement Malta’s sustainability commitments as suggested by Malta´s own Tourism Strategy and recommended by the OECD Tourism and Trends remains to be seen. It is worth noting that the OECD has flagged implementation and governance as key challenges to achieving sustainable tourism. Without consistency between strategic planning and execution, the best intentions may fall short.
Tourism is projected to continue growing globally, bringing both opportunities and challenges. This will reinforce the importance of policies to support a resilient, sustainable, and inclusive future. As tourism is a vital economic engine for Malta, adopting serious sustainability policies is essential for long-term resilience. Given the current global landscape, Malta has an opportunity to turn instability into leadership by committing fully to sustainable practices. The nation has already demonstrated, through numerous projects and initiatives, that it has what it takes to become a global frontrunner in sustainable tourism.