Malta’s Tourism Reimagined: From Volume to Value and a Sustainable Future
Inside the Secret Garden – Exclusive Interview with Chef Francesco Mazzei
July 10, 2025
In an era marked by rapid global shifts and
increased competition from both Mediterranean
rivals and emerging destinations, Malta’s tourism
strategy is undergoing a bold transformation.
Championing this shift is Dr Charles Mangion,
Chairman of the Malta Tourism Authority (MTA),
who is pushing a forward-looking agenda focused
on value, sustainability, and inclusivity.
Tourism as a national imperative
“Tourism is not just important, it’s essential,” says Dr Mangion, underscoring the industry’s role in Malta’s economic and social wellbeing. Referencing Malta’s Vision 2050, he notes that tourism is now enshrined as a national priority, supported by bipartisan consensus and solid institutional backing. With over two decades of progress to build on, the MTA is reimagining tourism for a post-pandemic, experience-driven era.
From volume to value
Central to this evolution is a major shift in strategy: from focusing on sheer visitor numbers to attracting quality tourism that yields higher per capita expenditure.
“Recover, Rethink, and Revitalise. These are the pillars of our 2021–2030 strategy,” Dr Mangion explains. “We’ve recovered (from the pandemic). Now we’re rethinking and revitalising.”
The aim is to appeal to travellers seeking cultural depth, authentic cuisine, and a connection to place. “Value isn’t just about revenue. It’s about enriching the experience while preserving what makes Malta special.” This approach is already delivering results: visitor numbers have exceeded pre-2019 levels, with a focus now on longer, more meaningful stays.
Dr Charles Mangion
Enhancing the tourism product
Malta’s tourism offering is being refined across the board - from better accommodation to a richer cultural calendar. “Quality means different things to different people,” Dr Mangion notes, whether it’s Valletta’s nightlife or the tranquillity of Gozo.
The MTA is promoting niche sectors like religious tourism, wellness travel, and culinary experiences, aiming to spread tourism geographically and seasonally. “We’re not just selling beds. We’re creating experiences and memories.”
One recent initiative is the regeneration of Comino, where a new booking system will manage visitor numbers at the Blue Lagoon to protect its fragile ecosystem. “In a few years, people will see the value of a more pristine, unique experience.”
Sustainability at the centre
Environmental stewardship is another key priority. “We are a small island with limited resources, but a strong will to adapt,” Dr Mangion affirms. The MTA is encouraging eco-certification, sustainable construction, and smart energy use, while the Malta Tourism Observatory uses data to guide decisions. “You can’t manage what you can’t measure,” he says.
Dr Mangion sees sustainability not as a burden, but a competitive edge: “High-value travellers want destinations that respect their heritage and environment.”
Investing in people
People are at the heart of quality tourism. “You can build the best hotel, but without trained, motivated staff, it won’t succeed,” says Dr Mangion.
To this end, the MTA is investing in training via the Institute of Tourism Studies and EU-funded programmes. The first MTA Tourism Awards held earlier this year highlighted excellence across the sector. “Hospitality is a calling,” he says. “Better pay and career paths will help us retain talent and raise standards.”
Malta’s tourism offering is being refined across the board - from better accommodation to a richer cultural calendar. “Quality means different things to different people,” Dr Mangion notes, whether it’s Valletta’s nightlife or the tranquillity of Gozo.
The MTA is promoting niche sectors like religious tourism, wellness travel, and culinary experiences, aiming to spread tourism geographically and seasonally. “We’re not just selling beds. We’re creating experiences and memories.”
One recent initiative is the regeneration of Comino, where a new booking system will manage visitor numbers at the Blue Lagoon to protect its fragile ecosystem. “In a few years, people will see the value of a more pristine, unique experience.”
Sustainability at the centre
Environmental stewardship is another key priority. “We are a small island with limited resources, but a strong will to adapt,” Dr Mangion affirms. The MTA is encouraging eco-certification, sustainable construction, and smart energy use, while the Malta Tourism Observatory uses data to guide decisions. “You can’t manage what you can’t measure,” he says.
Dr Mangion sees sustainability not as a burden, but a competitive edge: “High-value travellers want destinations that respect their heritage and environment.”
Investing in people
People are at the heart of quality tourism. “You can build the best hotel, but without trained, motivated staff, it won’t succeed,” says Dr Mangion.
To this end, the MTA is investing in training via the Institute of Tourism Studies and EU-funded programmes. The first MTA Tourism Awards held earlier this year highlighted excellence across the sector. “Hospitality is a calling,” he says. “Better pay and career paths will help us retain talent and raise standards.”
A global outlook
While Europe remains key, Malta is eyeing new markets in North America, Latin America, and Asia. Improved airline connectivity and cruise growth support this goal.
A recent milestone was the global broadcast of the Malta International Fireworks Festival on FOX’s LiveNOW, watched by millions in the U.S. “We aim to attract highvalue travellers from afar who stay longer and spend more.”
The way forward
Dr Mangion credits MTA staff and private-sector partners for their dedication: “The private sector drives, we enable. Success comes from collaboration, foresight, and resilience.”
With challenges like climate change and labour shortages ahead, Malta is positioning itself not just to compete, but to lead. “We have the tools, the talent, and the tenacity,” he concludes.
Malta isn’t just managing tourism. It’s rewriting its future, with quality, sustainability, and authenticity at the heart of the journey.
Click here to see Horeca Issue 20 online
While Europe remains key, Malta is eyeing new markets in North America, Latin America, and Asia. Improved airline connectivity and cruise growth support this goal.
A recent milestone was the global broadcast of the Malta International Fireworks Festival on FOX’s LiveNOW, watched by millions in the U.S. “We aim to attract highvalue travellers from afar who stay longer and spend more.”
The way forward
Dr Mangion credits MTA staff and private-sector partners for their dedication: “The private sector drives, we enable. Success comes from collaboration, foresight, and resilience.”
With challenges like climate change and labour shortages ahead, Malta is positioning itself not just to compete, but to lead. “We have the tools, the talent, and the tenacity,” he concludes.
Malta isn’t just managing tourism. It’s rewriting its future, with quality, sustainability, and authenticity at the heart of the journey.
Click here to see Horeca Issue 20 online
