EXCLUSIVE INTERVIEW WITH CARLO MICALLEF, CEO OF MALTA TOURISM AUTHORITY
Under the leadership of CEO Carlo Micallef, the Malta Tourism Authority is making significant progress in establishing Malta as a desirable year-round destination for international travelers, particularly those from the Middle East and GCC countries.
«The year 2023 was a landmark year for Malta’s tourism, reaching new heights as the Maltese Islands welcomed over three million tourists for the first time. Mr Micallef remarks, “This represents an increase of over 8% compared to the previous record set in 2019, with 2.75 million visitors before the pandemic.”
While overall global tourism remains below pre-pandemic levels, at 88% of 2019’s figures, travel to Europe’s Mediterranean countries has seen a modest recovery, surpassing its past metrics by 1%, markedly less than Malta’s remarkable 8% increase. This achievement highlights Malta’s enduring appeal and the successful rebound of its tourism sector.
Mr. Micallef points out the changing demographic profile of tourists, noting a significant increase in visitors aged 25 to 45. These travelers are drawn to the diverse experiences Malta offers in a group of Islands with a land area of just 316 square kilometres. “Our range of offerings caters to those seeking varied experiences, from slow adventures and gastronomy delights, to city trips, arts, history, culture, and sports events,” he explains.
Highlighting what sets Malta apart from other Mediterranean destinations, Mr. Micallef focuses on the advantages of the Maltese Islands tourism product diversity and the convenience poised from the country’s small size. “As the EU’s smallest member state, we uniquely offer tourists a chance to enjoy days filled with diverse experiences. These range from pristine beaches to UNESCO Heritage sites, and from world-class shopping to dining in Michelin-starred restaurants. Additionally, our cultural events, music festivals, and sports events are all just minutes apart. This diversity makes us a multifaceted holiday destination and a compelling choice for travelers seeking a blend of history and modern luxury.”
A primary goal for Malta is to enhance its allure to higher spending and enriching experience seeking tourists. “We are transitioning towards high-end tourism,” Mr. Micallef reveals. “Our active investment in high-quality infrastructure and efforts to attract luxury brands are aimed at elevating our offerings and catering to those willing to pay more for an exceptional experience in Malta. This strategy aligns with our vision of delivering premium experiences throughout the year.”
Discussing Malta’s year-round destination appeal, Mr. Micallef details the MTA’s initiatives. “Our efforts are focused on distributing tourist arrivals more evenly throughout the year to minimize the impact on our resources while ensuring a sustainable and high-quality visitor experience»
Our strategy encompasses diversifying attractions and concentrating more of our marketing efforts on attracting winter tourism, for leisure, Meetings & Incentives, festive markets and festivals as well as for sports events, training camps and tournaments. This approach is designed to appeal to both leisure and business travel , especially during the off peak months of the year. «Results for the first quarter of 2024 are extremely encouraging as tourism to the Maltese Islands has grown by more than 25% when compared to the first quarter of 2023″
MTA’s strategies have consistently been successful in positioning Malta as a premier Mediterranean destination. “We are continually enhancing our product in terms of infrastructure, services, connectivity, entertainment, and cultural offerings. This generates opportunities for both local and foreign investors”, Mr. Micallef continues. “Our prime location in the heart of the Mediterranean and our extensive air-connectivity to major cities in Europe, North Africa, and the Middle East make us an attractive destination for a global audience. This includes not only tourists but also longer-term visitors like digital nomads and international investors looking to relocate”, he concludes.
Plan your trip now:
Or visit: www.visitmalta.com
Email: info@visitmalta.com
Telephone:+356 22915000
Adress:Malta Tourism Authority, SCM Building 01, Suites 301-306, SmartCity, Ricasoli, Kalkara, Malta SCM1001
