Monday 21 April 2025

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Malta’s tourism sector presents numerous opportunities for investors, from established brands to ambitious entrepreneurs.

The variety of experiences the country offers to visitors means there are multiple avenues for potential investment.

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Malta’s Tourism Industry Key Attractions Events Cruise
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Accommodation

Malta’s compact size allows tourists to experience all these diverse attractions while based at a single hotel.

Capital has poured into several areas as the country revamps its tourism product and looks towards its long-term sustainability, with international hotel chains increasingly seeking to establish a presence in Malta’s thriving tourism market.

Five-, four- and three-star accommodations are complemented by boutique hotels, often nestled in gorgeous historical settings. Those seeking high-quality lodgings have a plethora of options, with renowned brands such as Hilton, Westin, InterContinental, Marriott, Hyatt, Kempinski, Meliá, Barceló, Corinthia, and Relais et Châteaux present across the islands.

In 2024, the opening of Cugó Gran Vittoriosa in a historic palace added another luxury accommodation option near the existing Cugó Gran Macina, housed within Malta’s awe-inspiring bastions – showing what strategic investors can do to complement and enhance the country’s tourism product.

Independent investors, meanwhile, are renovating historic buildings into boutique accommodation, filling the inevitable market gaps created as tourist arrivals outpace current offerings.

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Food Offerings

Gastronomy is a major area of opportunity. Since the Michelin Guide’s arrival in Malta in 2020, the fine dining scene has flourished, with restaurants competing for the coveted recognition by enhancing their offerings.

In 2024, ION Harbour in Valletta became Malta’s first establishment to earn two Michelin stars. Six other restaurants currently hold one Michelin star, but there is plenty of room for more as the country repositions itself as a destination for discerning tourists seeking elevated quality experiences.

Retail

Malta’s retail scene, on the other hand, is arguably trailing behind in this shift towards higher-end offerings. The luxury retail market remains underserved, making it ripe for investment. Although retail space is not lacking and several upmarket brands can be found on the island, there remains no truly sophisticated suite of haute couture and luxury fashion outlets. One reason for this is the lack of adequate space in Valletta, the natural home of brands serving the truly high-end market segment, though a major redevelopment project currently underway at the capital’s Coliseum complex, located opposite the awe-inspiring St John’s Co-Cathedral, promises to address this need, opening the door to bold investors ready to bring fresh concepts and new brands to an area of unparalleled prestige.

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Long-term Vision

Understanding Malta’s strategic priorities, and why people come here, is crucial for investors looking to tap into the lucrative tourism sector. The drive to become a more refined destination – while maintaining year-round visitor numbers – creates a welcoming environment for high-quality investment, particularly for internationally renowned brands with a pull factor of their own.

Similarly, initiatives to increase arrivals in the shoulder months will be well-received, in line with efforts to mitigate the inherently seasonal nature of tourism in a seaside destination. Not that the seaside should be disregarded: around 60 to 70 per cent of tourists cite the sea and culture as their main reasons for travelling to the islands.

Business and special occasions such as music festivals and weddings are the main motivators for 8 per cent of travellers, with scuba diving and wellness accounting for 5 per cent each. Just under 4 per cent come to study English at one of the many schools concentrated around Sliema, St Julian’s and St Paul’s Bay.

Government Support

Investors, companies and entrepreneurs exploring the opportunities offered by a destination attracting over 3.5 million tourists annually will find strong support from the MTA and the Ministry for Tourism, guiding them on the practical realities of the market and the legal obligations that are necessary to ensure that high standards remain the order of the day.

The MTA is tasked with promoting Malta as a tourism destination around the world, and is also responsible for the licensing of hotels, short-lets, restaurants, bars, and other tourism-related business, making it a natural first point of contact. As with other sectors, local insight and perspective can make all the difference, so establishing early relationships with the MTA is strongly advised.





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