By Albert Fenech
Over the last ten years, Malta has been making tremendous strides in enlarging its destination as a country for holiday travel.
Now it has been announced that Malta, together with Lithuania, beats Portugal, Greece, Italy, Spain and other European Nations in 2025, dominating the Tourism Sector with record-breaking growth and revenue across Europe.
In 2025, these two nations surpassed some of Europe’s biggest tourism players, outpacing Portugal, Greece, Italy, and Spain in both the number of visitors and the revenue generated.
Their exceptional performance is attributed to a combination of factors, including strategic marketing, niche tourism offerings, improved connectivity, and a strong focus on sustainability.
While other European countries have seen more moderate growth, Malta has set new benchmarks, proving that smaller nations can achieve remarkable success in the competitive European tourism market.
The tourism sector across Europe has seen remarkable growth over the past years, and some countries have outperformed others, achieving significant milestones in terms of both tourist arrivals and revenue generation. Malta is among the standout performers in 2025, outshining long-established tourism giants like Portugal, Greece, Italy, and Spain.
This article takes a deep dive into the tourism growth and revenue achievements, highlighting the remarkable recovery and growth while comparing to European counterparts.
Malta, a small island nation in the Mediterranean, has been a surprise performer in Europe’s tourism sector. In 2024, the country welcomed 3.56 million inbound tourists, marking a 19.5% increase over 2023 and setting a new record for the nation.
What is even more impressive is that these arrivals surpassed pre-pandemic levels by 29%, as the country continues to recover and expand its tourism offerings.
Malta’s total tourism revenue for 2024 reached €3.3 billion, reflecting a 23.1% increase from 2023. This surge in revenue was complemented by an impressive rise in guest nights, which increased by 13%, totaling nearly 23 million nights.
The key to Malta’s tourism success lies in its ability to maintain a balance between attracting large numbers of visitors and ensuring sustainable growth.
The country’s marketing campaigns have focused heavily on its rich cultural heritage, stunning coastline, and year-round favorable weather conditions.
These campaigns have been particularly successful in markets like the United Kingdom and Poland, with the UK alone contributing 17.5 million tourists. As a result, Malta outperformed other European destinations in terms of growth, even surpassing larger tourism markets.
Looking into the first half of 2025, Malta’s performance continues to exceed expectations. The preliminary data for January and February showed an 18.3% increase in arrivals compared to the same period in 2024, reaching over 400,000 visitors. The total expenditure during this period also saw a remarkable increase, rising by 28.8% to €289.4 million.
Given the strong start to the year, Malta hit around 3.7 million visitors by the end of 2025, further cementing its position as one of Europe’s leading tourism destinations.
Several key factors have contributed to Malta’s exceptional performance in the tourism sector. First, the nation embraced diversification in its tourism offerings, targeting niche markets such as cultural, eco, and wellness tourism. This approach has allowed them to tap into new visitor segments and reduce reliance on traditional sun-and-sea tourism.
Another critical factor in their success has been effective marketing and strategic destination positioning. Malta invested heavily in digital marketing campaigns that target specific traveler demographics.
With its Mediterranean charm, Malta leveraged its rich history and unique landscapes to appeal to international travelers.
Furthermore, it has benefited from improved air connectivity. Malta’s strategic location in the Mediterranean, coupled with its well-established airline connections, has made it an attractive option for European travelers looking for a short-haul destination.
It has also prioritized sustainability, a growing trend among travelers. Malta’s push towards eco-friendly tourism helped attract environmentally conscious tourists. These efforts have not only supported tourism growth but also ensured that the industry remains viable and responsible.
Malta is likely to continue benefiting from the trend of year-round tourism, with its pleasant Mediterranean climate and rich cultural offerings making it an attractive destination for both summer and winter tourism.
As if this was not enough recognition for Malta there was more from Italy after Malta was declared the winning prize for best international winning venue in the Italian Tourism Awards in Santa Regis in Rome.
The Maltese Islands were recognised for innovation in the sector as well as its strong relationship with the Italian market.
During the “Night of Excellence” the Malta Tourism Authority (MTA) was praised for its strategy to offer destination of economic value without inflating the identity of the country.
MTA Officials said the prize was given after a well-filled year of activities promoting Malta and Gozo as a destination of quality.
Some of the comments were “I’m in Malta for three days. I might get a special souvenir because we are with the Northern Italian cities of Vicenza, so bring something home”.
“Go where you go in Malta you see the treasures of the Knights”.
Gozo we have not visited this time but last time, Comino is beautiful but Malta is just beautiful.”
“I saw Saint John the Baptist Cathedral, it’s beautiful in my opinion.
Mdina is beautiful, it’s a gem, and I’m sure we’re going to Rabat, and the sea is incredible, fantastic”.
We have now embarked on 2026 and everything shows that this trend will continue in the Maltese Islands as a place to relax, enjoy sun and sea and also embrace strong culture and heritage.
ALBERT FENECH
salina46af@gmail.com
