Extending the Season

Can Malta’s HORECA sector make a stronger showing throughout the upcoming shoulder months?

Ramona Depares believes that this requires a concerted cross-collaboration among stakeholders and institutions.

For many in Malta’s hospitality industry, the summer rush is both a blessing and a curse. Hotel rooms are full, restaurant tables are busy and the streets are alive.

Yet come October, the energy shifts. The weather is still relatively mild, at least when compared to the rest of mainland Europe. And the island still appears busy. But are we making the most to keep the momentum flowing? The phrase ‘shoulder season’ refers to the periods just before and after peak travel — in our case, roughly April to early June and mid-September into winter (with the exclusion of the popular Christmas getaways).

Traditionally, these months were seen as transitional, when demand dips and operations wind down. But, as a 2022 study by Deloitte reports, Malta’s seasonality has gradually eased over the past decade, with a growing share of guest nights now taking place in the autumn and winter months. This reflects Malta’s own National Tourism Strategy 2021-2030, which focuses on strengthening offpeak travel.

Shifting from volume to value

Tourism professionals across Europe are rethinking the old summer-centric model and focusing instead on quality and sustainability. Malta is well placed to follow suit. We can’t compete on volume with larger destinations, but we can certainly compete on value, authenticity and experience.

The shoulder months lend themselves naturally to this shift. Cooler temperatures make them ideal for walking tours, food trails, and cultural itineraries — experiences that appeal to travellers who prefer activities with substance, than a simple day at the beach or the lido. A smaller tourist footprint also allows for more personalised service and less strain on infrastructure.

A chance to appeal to new audiences

One of the key ways to make the shoulder months profitable is to target different traveller segments. Retirees, remote workers and culture-focused visitors are less tied to school holidays and are often drawn by quieter vibes and better prices. Airlines and tour operators have begun to recognise this, maintaining more consistent flight schedules throughout autumn and winter.

Local businesses are already adapting to these trends. Boutique hotels are offering long-stay packages, while promoting wellness retreats and farm-to-table weekends. Restaurants are increasingly favouring menus that highlight seasonal produce, while pairing dinners with local or neighbouring wines.

Collaboration and sustainability

Collaboration across the sector can help the shoulder months reach their full potential. If hotels, restaurants and cultural institutions coordinate their efforts by aligning events, sharing marketing costs and creating joint packages that showcase the island beyond its beaches, Malta’s seasons will extend way into the autumn and winter range.

The success of events such as the Valletta Baroque Festival and the Mdina Grand Prix has already proven that cultural programming can fill rooms and restaurants outside of summer.

This calendar can be expanded with culinary festivals, design weeks and indoor concerts to create additional streams of revenue well into the winter months.

Of course, government agencies also have a role to play here, particularly in offering incentives for off-peak travel.

Another reason to focus on the shoulder months is sustainability. Over-reliance on summer tourism strains Malta’s infrastructure and environment, from traffic congestion to water usage. If we start spreading visitors more evenly throughout the year, we can ease that pressure while supporting steady employment for hospitality workers.

Looking ahead

The pandemic years showed that adaptability is the industry’s greatest strength. Now, as we’re seeing global travel patterns evolving at a faster pace than ever, we have the chance to redefine what a ‘season’ means.

We don’t need to reinvent the wheel; recalibrating it would be enough to help ensure tables and hotel rooms stay full even after the last beach towel has been packed away.