American tourists have become the highest-spending visitors in Malta, highlighting the nation’s growing appeal among long-haul markets. According to recent tourism budget data, Americans top the list in terms of average nightly expenditure, followed closely by visitors from the UAE, Ireland, Norway, and Canada. This aligns with Malta’s push to attract high-quality tourism, as the country invests in targeted marketing campaigns and improved connectivity with distant regions, including the establishment of a tourism office in New York.
The focus on high-value tourists comes as Malta enjoys steady tourism revenue growth, with €2.2 billion generated in the tourism sector from January to August 2024 alone—a 23% increase from the previous year. Malta’s charm, characterised by its rich history, cultural experiences, and all-year-round activities, has attracted Americans and other international tourists, who are seeking more than just affordability.
As part of its strategy, Malta aims to increase accessibility, offering direct flights to over 110 airports globally and collaborating with airline partners to expand its reach. By focusing on sustainable tourism and seasonal growth, Malta is set to continue attracting top-spending visitors, fuelling the economy and ensuring a steady, year-round influx of high-quality tourists.
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