Malta will continue shifting its tourism strategy towards attracting higher-spending visitors and strengthening growth during off-peak months, Deputy Prime Minister and Minister for Foreign Affairs and Tourism Ian Borg said during an MHRA conference presenting the MHRA BOV Deloitte 2025 Hospitality Performance Survey.

Addressing industry stakeholders, Dr Borg said the focus in the coming years must move beyond headline arrival numbers and instead prioritise metrics such as bed nights, expenditure and visitor profile – indicators he described as more reflective of the long-term success of Malta’s tourism strategy.

The latest tourism data shows that bed nights increased by 2.5 million in 2025, reaching 25.4 million – the sharpest percentage rise across the EU. Growth was particularly strong during the winter months, signalling continued progress towards establishing Malta as a year-round destination.

According to the figures cited by Dr Borg, younger visitors under the age of 24 recorded the smallest increase at 3 per cent, while arrivals among tourists aged 45–64 rose by 21.6 per cent and those aged over 65 increased by 23.8 per cent. This demographic shift suggests Malta is attracting visitors with stronger spending power, aligning with the Government’s objective of increasing tourism value rather than simply volume.

Dr Borg said Government will continue working with industry stakeholders to ensure tourism growth is managed responsibly, with a focus on resilience, sustainability and long-term value creation.

The launch of direct Malta–New York flights in June was highlighted as a significant milestone for the country’s long-haul ambitions, opening opportunities for premium travel segments and supporting diversification beyond traditional European markets.

The Minister added that efforts are underway to expand connectivity to other long-haul destinations, stressing the importance of maximising returns on each airline seat secured.

Results from the 2025 Hospitality Performance Survey show improving financial performance across Malta’s hotel sector. Revenue per available room rose by 7.7 per cent overall, while occupancy levels reached 71 per cent in five-star hotels, 82.6 per cent in four-star establishments and 77.8 per cent in three-star properties. Average daily rates also increased by between 4 per cent and 5 per cent compared to 2024.

Dr Borg noted that stronger hotel performance creates multiplier effects across the wider economy, benefiting restaurants, suppliers, transport operators and other service providers linked to the tourism value chain.

The MHRA was commended for its role as a strategic partner in Malta’s tourism development, with stakeholders invited to engage in the Malta Tourism Authority’s strategic review process aimed at shaping a new tourism strategy for the 2027–2035 period.

During the event, Dr Borg also presented plaques of appreciation to employees at the Corinthia St George’s Bay Hotel who assisted two tourists carried out to sea by waves last month.