Malta Sabiħa
A Cut Above
July 19, 2025Article written by Tony Zahra, President of the Malta Hotels Restaurants Association.
Malta Sabiħa - two simple words that carry profound meaning. Malta is beautiful, and that explains why millions of tourists, year after year, journey from every corner of the globe to experience our island. They don’t just come for the sun and sea - they come for something deeper. Malta’s soul. Its character. Its beauty. This is the essence of Malta Sabiħa.
But beauty is not a given. It is not permanent unless nurtured, protected, and cherished. Malta Sabiħa is a vision, a statement of identity, and a call to action.
Protecting what draws the world to our shores
If Malta is to remain sabiħa, we must understand why it is perceived as such. First and foremost is our natural environment. Tourists marvel at the contrast of golden limestone against deep blue waters, at our dramatic coastlines and rustic countryside.
But this fragile beauty is under threat. We must double down on environmental protection. Our seas, a cornerstone of our appeal, demand urgent attention. Maritime spatial planning must be implemented intelligently to preserve marine ecosystems while allowing for a balanced and forward - looking blue economy.
This includes sustainable fisheries, clean maritime transport, and the responsible development of coastal infrastructure.
A safe and secure Malta
No matter how beautiful, a destination cannot thrive if safety is compromised. Security is non-negotiable. A tourist must feel safe at every moment - from arrival to departure. Unfortunately, we are not immune to the global rise in criminality and drug abuse.
We must adopt a policy of zero tolerance, not as a slogan, but as a serious, coordinated effort across enforcement, education, and rehabilitation. A safe Malta reinforces Malta Sabiħa. It reassures visitors that their experience here will be one of joy, not risk.
Ethical growth and smart infrastructure
As our numbers grow, so must our infrastructure. However, growth must be smart, coordinated, and sustainable. Haphazard development risks turning beauty into burden. We must cater for volume without compromising quality.
Traffic congestion, poorly coordinated public works, and outdated transport systems damage our visitor experience and our quality of life.
We also need to remember that beauty isn’t just about what we build - it’s about how we build it. Ethical practices in construction, planning, and business operations ensure that Malta’s growth is dignified, inclusive, and future - proof.
Excellence in service
No destination becomes premium without service excellence. The hospitality sector must be underpinned by professionals who see their roles not as jobs, but as vocations.
We need to attract the best talent - chefs, concierges, housekeepers, drivers, tour guides, managers - at every level. This requires investment in education, training, and career progression. It also demands that we dignify the profession - socially and economically.
Culture is our greatest asset
Malta and Gozo are not just destinations - they are a living museum, a historical theme park of the Mediterranean. Few places offer such a rich tapestry of heritage, architecture, language, and tradition in such a compact space. We must elevate this offering.
Cultural programming, festivals, theatrical events, and heritage interpretation can turn passive interest into active engagement. A visitor who learns, who feels, who connects, is a visitor who returns - and tells others.
Our focus should also extend beyond volume. Let us attract discerning guests who value what we uniquely offer.
Global connectivity for global guests
To sustain this premium approach, connectivity is key. Malta must be easy to reach not just from Europe, but from the United States, India, China, and other long - haul markets.
We need a national effort to ensure that Malta becomes a natural stop on the itineraries of high - value global travellers.
This includes air links, but also digital connectivity, visa facilitation, and targeted marketing that understands the nuances of each market.
Malta Sabiħa 2050: A vision shared The good news is that we are not starting from scratch. As a country, we have come together to agree on a Vision 2050 - a blueprint that outlines the Malta we want to build. But vision without action is illusion.
The decisions we take today will shape whether we realise that vision or not. And many of those decisions are not easy. They require political will, private sector courage, and public cooperation.
Pride, prosperity, and responsibility Malta Sabiħa is more than a phrase - it is a guiding principle. If we take it for granted, we risk losing what makes us special.
But if we nurture it, elevate it, and build upon it, we can create a Malta that is not only admired - but truly loved.
Let us take the bold steps now. Let us make Malta Sabiħa not just a description - but a legacy.
Malta's beauty is a national asset - but is must be protected. Tony Zahra urges a collective effort to preserve the Island's appeal.
Malta Sabiħa - two simple words that carry profound meaning. Malta is beautiful, and that explains why millions of tourists, year after year, journey from every corner of the globe to experience our island. They don’t just come for the sun and sea - they come for something deeper. Malta’s soul. Its character. Its beauty. This is the essence of Malta Sabiħa.
But beauty is not a given. It is not permanent unless nurtured, protected, and cherished. Malta Sabiħa is a vision, a statement of identity, and a call to action.
Protecting what draws the world to our shores
If Malta is to remain sabiħa, we must understand why it is perceived as such. First and foremost is our natural environment. Tourists marvel at the contrast of golden limestone against deep blue waters, at our dramatic coastlines and rustic countryside.
But this fragile beauty is under threat. We must double down on environmental protection. Our seas, a cornerstone of our appeal, demand urgent attention. Maritime spatial planning must be implemented intelligently to preserve marine ecosystems while allowing for a balanced and forward - looking blue economy.
This includes sustainable fisheries, clean maritime transport, and the responsible development of coastal infrastructure.
A safe and secure Malta
No matter how beautiful, a destination cannot thrive if safety is compromised. Security is non-negotiable. A tourist must feel safe at every moment - from arrival to departure. Unfortunately, we are not immune to the global rise in criminality and drug abuse.
We must adopt a policy of zero tolerance, not as a slogan, but as a serious, coordinated effort across enforcement, education, and rehabilitation. A safe Malta reinforces Malta Sabiħa. It reassures visitors that their experience here will be one of joy, not risk.
Ethical growth and smart infrastructure
As our numbers grow, so must our infrastructure. However, growth must be smart, coordinated, and sustainable. Haphazard development risks turning beauty into burden. We must cater for volume without compromising quality.
Traffic congestion, poorly coordinated public works, and outdated transport systems damage our visitor experience and our quality of life.
We also need to remember that beauty isn’t just about what we build - it’s about how we build it. Ethical practices in construction, planning, and business operations ensure that Malta’s growth is dignified, inclusive, and future - proof.
Excellence in service
No destination becomes premium without service excellence. The hospitality sector must be underpinned by professionals who see their roles not as jobs, but as vocations.
We need to attract the best talent - chefs, concierges, housekeepers, drivers, tour guides, managers - at every level. This requires investment in education, training, and career progression. It also demands that we dignify the profession - socially and economically.
Culture is our greatest asset
Malta and Gozo are not just destinations - they are a living museum, a historical theme park of the Mediterranean. Few places offer such a rich tapestry of heritage, architecture, language, and tradition in such a compact space. We must elevate this offering.
Cultural programming, festivals, theatrical events, and heritage interpretation can turn passive interest into active engagement. A visitor who learns, who feels, who connects, is a visitor who returns - and tells others.
Our focus should also extend beyond volume. Let us attract discerning guests who value what we uniquely offer.
Global connectivity for global guests
To sustain this premium approach, connectivity is key. Malta must be easy to reach not just from Europe, but from the United States, India, China, and other long - haul markets.
We need a national effort to ensure that Malta becomes a natural stop on the itineraries of high - value global travellers.
This includes air links, but also digital connectivity, visa facilitation, and targeted marketing that understands the nuances of each market.
Malta Sabiħa 2050: A vision shared The good news is that we are not starting from scratch. As a country, we have come together to agree on a Vision 2050 - a blueprint that outlines the Malta we want to build. But vision without action is illusion.
The decisions we take today will shape whether we realise that vision or not. And many of those decisions are not easy. They require political will, private sector courage, and public cooperation.
Pride, prosperity, and responsibility Malta Sabiħa is more than a phrase - it is a guiding principle. If we take it for granted, we risk losing what makes us special.
But if we nurture it, elevate it, and build upon it, we can create a Malta that is not only admired - but truly loved.
Let us take the bold steps now. Let us make Malta Sabiħa not just a description - but a legacy.
As the major Association in the tourism sector, the MHRA represents the interests of its members on several important national policy making bodies, including the board of the Malta Tourism Authority and all its directorates, the Institute of Tourism Studies and the Malta Council for Economic and Social Development.
For more information visit https://mhra.org.mt
Click here to see Horeca Issue 20 online
