Tourism Minister says shift to quality tourism will rely on strategy, not extra budget

Deputy Prime Minister and Tourism Minister Ian Borg said that the government intends to shift Malta’s tourism sector toward quality tourists by strategically using existing funds, rather than increasing the overall marketing budget.

Borg was responding to a question by The Malta Independent on how the government plans to move Malta’s tourism sector toward higher-quality tourists rather than simply increasing numbers, as Malta is nearing 4 million tourists this year.

He was asked what the government’s approach towards sustainable tourism will be, as the matter was not mentioned in the 2026 Budget.

Borg said that, for example, investing in cultural or music-related activities during the shoulder months, rather than the peak summer season, would better position Malta as an art and cultural destination for foreign visitors.

“I believe that you do not need more budgeting for marketing; it is the manner that we use it, and there will be a shift on how we will use these same funds,” he said.

On airline routes, Borg said that the government would prioritise developing certain new routes over short-haul ones, as part of the strategy to attract higher-value tourists.

“God forbid each time we decide we need to shift priorities, we create a bigger pot of money. I hope that we manage to slowly make that change with the same budget,” Bord said.

Borg also addressed the eco-contribution tax and the Gozo Tourism Authority’s call to ring-fence funds collected from accommodations on the island.

He said the current system works by collecting the tax, which goes to the consolidated fund, and the Ministry for Tourism then identifies projects to reinvest the revenue locally.

“I have no problems for the adequate amount of tax paid by Gozitans is re-invested in Gozo,” Borg said, noting that while the GTA might have preferred this to be explicitly mentioned in the budget, he has communicated the process publicly.

Regarding a potential mass transport system, Borg echoed the messages of the Prime Minister and Finance Minister, saying that Malta does need some form of mass transport.

However, he pointed the significant expenditure and impact involved, saying the government must carefully consider how to approach it.

He expressed openness to collaboration with the Opposition, which has also shown interest in discussing potential plans.