Martin Frendo

Q: What are German travellers looking for, and how is Malta adapting?
A: German travellers increasingly favour new experiences over routine, with 79% preferring to explore unfamiliar places.

Malta is meeting this demand by promoting its diverse cultural heritage, lesser-known regions, and unique activities such as festivals, historic trails, and adventure-based experiences. Travel remains highly social for Germans, with 82% valuing shared moments with friends and family.

Malta caters to this through group-oriented experiences, from cultural tours and culinary events to beach outings and family-friendly attractions.

Visitor preferences are also split digitally: 42% seek a social media detox, while 58% enjoy sharing striking moments. Malta accommodates both, offering tranquil retreats as well as vibrant, photogenic settings.

Q: How is Malta positioned in the German market, particularly for culinary tourism and hospitality?
A: Malta and Gozo are positioned as authentic Mediterranean destinations with a rich culinary identity.

The islands’ food scene blends Maltese tradition with global influences, from Michelin-starred dining to farmers’ markets and cooking experiences. Gozo’s rural charm enhances this appeal through immersive activities rooted in heritage like olive oil tastings, vineyard tours, and farm visits.

Boutique hotels, eco-conscious lodging, and attentive service align perfectly with German expectations for quality and detail.

Q: How important is sustainability, and how is Malta aligning?
A: Sustainability is a key factor for German travellers. Malta is promoting year-round tourism, dispersing visitors to lesser-known areas, and encouraging low-impact activities such as walking and cycling. Gozo leads with eco-friendly accommodation, agritourism, and heritage-based tourism.

Across the islands, green certification, reduced single-use plastics, and marine conservation projects reinforce responsible tourism.

Q: What opportunities should Malta’s hospitality and restaurant sectors leverage?
A: German travellers are drawn to destinations with a strong identity. Malta can stand out by presenting food as living heritage, pairing traditional dishes with stories connecting to the islands’ history.

Seasonal menus, local wine pairings, and chef-led storytelling can make dining a cultural highlight. Beyond cuisine, Malta offers cultural depth, outdoor adventure, and world-class diving. From coastal treks to UNESCO sites and historic towns, the islands invite exploration year-round.

By combining authentic food, heritage, nature, and marine adventure, Malta offers German visitors a multi-sensory journey to remember.