GOVERNMENT AND INDUSTRY TO BOOST YEAR-ROUND TOURISM, TARGET HIGH-VALUE VISITORS

Building on a strong 2025, the Government, tourism operators, and stakeholders are set to continue efforts to attract higher-spending visitors and strengthen off-peak tourism.

On Friday, Deputy Prime Minister and Minister for Foreign Affairs and Tourism, Ian Borg, addressed a Malta Hotels and Restaurants Association (MHRA) conference to present the MHRA BOV Deloitte 2025 Hospitality Performance Survey. He urged operators to raise standards, diversify offerings, and focus on resilience and sustainability.

Highlighting last year’s figures, Dr Borg noted a 2.5 million increase in bed nights, reaching 25.4 million, the highest percentage growth in the EU. Winter arrivals also saw significant growth, reflecting efforts to develop Malta as an all-year destination. Older visitors, aged 45–64 and 65+, increased by 21.6% and 23.8%, signalling a shift toward higher-spending tourists.

The survey also showed a 7.7% rise in hotel revenue per available room, with occupancy rates at 71%, 82.6%, and 77.8% for five-, four-, and three-star hotels. Average daily rates grew by 4–5% compared to 2024.

Dr Borg stressed the importance of focusing on bed nights, off-peak performance, expenditure, and visitor type, and announced the launch of direct Malta–New York flights in June as a milestone for attracting premium travellers. He also presented MHRA plaques of appreciation to hotel staff who saved tourists swept out to sea.

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