EXCLUSIVE INTERVIEW WITH THE HONOURABLE CLAYTON BARTOLO, MINISTER FOR TOURISM
Malta should be at the top of your travel list. Whether you’re escaping the summer heat or seeking a unique cultural experience, Malta is a holistic and beautiful destination. From historical sites and natural beauty to sports, culture, and gastronomy, Malta has something for everyone. It’s a compact country with diverse attractions, making it easy to explore and enjoy.
Strategic Vision and Sustainable Growth
Q: You were appointed as Tourism Minister during a challenging time, mid-pandemic. What were your initial steps and vision for Malta’s tourism sector?
A: I took office in November 2020, during the peak of the COVID-19 pandemic when tourism had virtually stopped. With the sector accounting for 25% of our GDP, jumpstarting recovery was crucial, but we couldn’t lose sight of long-term resilience. So we developed a detailed action plan aiming at not only restore, but also strengthen our tourism sector. That meant plotting our recovery measures, as well as formulating a 10-year roadmap centered on economic, environmental and social sustainability. We had to revive tourism and future-proof it.
Q: Connectivity seems to have been a critical part of your recovery plan. Can you elaborate on that?
A: Absolutely – with 99% of visitors arriving by air, restoring flight connectivity was critical. We worked closely with airlines to steadily regain and expand service, driving a gradual uptick in arrivals, keeping in mind our sustainability vision. Ensuring that our recovery wasn’t just about numbers but also about long-term viability across economic, environmental, and social dimensions.
Q: What pillars anchor the 10-year tourism strategy?
A: We have three core pillars: recovery, rethinking and rejuvenating. We can consider the Recovery phase to be well and truly completed, with 2023 breaking records in arrivals, guest nights and tourist spending. We are now at the rethinking stage, which aims at prioritizing quality over quantity. Our goal is to attract higher-spending visitors and distribute tourist numbers more evenly throughout the year.
Q: How is Malta diversifying its tourism offerings to attract visitors year-round?
A: We are developing various tourism niches to boost off-peak travel. We’ve had a lot of success with sports tourism, hosting diverse types of international events in cycling, swimming, sailing and of course football, attracting both athletes and their families. Our partnerships with world-famous sports entities like Manchester United also a significantly contribute to putting Malta on the map. Malta as a sport destination. Additionally, we are investing in religious tourism, leveraging our rich heritage of 365 churches, and we’ve recently launched military tourism, capitalizing on Malta’s historical military sites.
Q: Can you share some specific infrastructure projects aimed at enhancing Malta’s tourism appeal?
A: We are continually upgrading our infrastructure to improve tourist experience. We have undertaken major projects like the restoration of the emblematic Victory Square in Birgu, the redevelopment of the promenade in Mellieħa Bay, and significant road upgrades around the airport. These improvements will not only benefit tourists but also enhance the quality of life for local residents.
Q: What efforts are being made to attract tourists from the UAE and GCC countries specifically?
A: The GCC market particularly valuing high-quality, our offer is becoming increasingly attractive for them, as we focus on luxury tourism. Our gastronomic landscape has been elevated by investments in several Michelin-starred restaurants. Our Hospitality staff follows specially designed training programs to cater for the high-end segment. We are also working on improving connectivity with more direct flights from the region.
These efforts combined with our unique cultural and historical attractions, breathtaking landscape, crystal-clear waters and pleasant weather all-year round make us an attractive Mediterranean destination for Gulf travelers.