Tourism policy in Malta is guided by the national strategy Recover, Rethink, Revitalise for the years 2021-30, which aims to continue post-pandemic recovery, to rethink tourism growth models by incorporating sustainable development and climate policy, and to revitalise the tourism sector by developing niche markets. The Strategy’s key priorities are: (i) an upskilled tourism workforce; (ii) modernised infrastructure; (iii) updated tourism legislation; (iv) stronger potential for digitalisation; (v) continued development of Malta’s airline connectivity, and (iv) an innovative approach towards responding to new travel trends.
Efforts to implement the Strategy began immediately after its publication. The Malta Tourism Observatory was set up in September 2022, to oversee the delivery of the strategy and to operate within the framework of UN Tourism’s International Network of Sustainable Tourism Observatories. The Observatory plays a vital role in the Maltese tourism and hospitality industry by collecting, analysing, and disseminating data and insights about tourism activities in Malta, with multifaceted tasks and functions impacting the tourism sector. The Observatory also collaborates with relevant stakeholders to ensure broad participation in the Strategy's implementation.
To diversify markets and extend the tourism season, Malta is focusing on adventure tourism, wellness tourism, and cultural experiences. The diving industry, for example, is an important niche in Malta, which attracts adventure-seekers all year long. Divers search for new underwater attractions, and the Hephaestus tanker will serve as a new artificial reef, expected to attract sea life and act as a nursery for smaller fish. The Visit Malta official website is also promoting the island as a wellness destination, displaying its natural characteristics and wellness tourism products.
To improve the culture experience, foreign tourism employees in Malta receive general knowledge training of the Maltese archipelago, its history, heritage sites, local customs and gastronomy. Several cultural tours have been offered to foreign workers in the tourism industry. Participants received a complete cultural training experience, with in-house training on Maltese culture, including a presentation on Maltese language, indigenous traditions and local food.
To strengthen the local tourism offering, Malta Tourism Authority is actively identifying lesser-known areas for tourism revitalisation. The Tourism Authority is also updating the eco-certification label for tourism accommodations to promote sustainable practices across the Maltese Islands, and signed memorandums of understanding with Green Key International and the Global Sustainable Tourism Council in December 2023.
