‘Only one in six tourists visit Malta for just the sun’ – MTA chairman

Malta Tourism Authority Chairman Charles Mangion said that the country’s tourism product has evolved so much that only a minority of tourists visit for the sunny weather alone.

Addressing a conference on revisiting Malta’s current tourism strategy, Dr Mangion said that the country should never forget when its annual tourism numbers used to hover at the million mark.

“We used to be a small destination that was always in the twilight zone, constantly fluctuating at around a million tourists a year and the off-peak season consistently underperforming,” he recounted.

He said that Malta’s tourism product has since evolved from one based solely on the sun and sea to a wide range of interests and niches, spread across the country, injecting billions into the economy and breathing new life into abandoned areas.

“Statistics shows that only one in six tourists visit us for sun only; the other five visit us for ever-expanding reasons. It’s an important step in our quest for quality and sustainable tourism.”

Dr Mangion said the next step in Malta’s tourism strategy should involve managing growth more responsibly.

“We must recognise that the growth model which served us so well to obtain the critical mass of tourists we have today cannot be extended forever,” he said.

“We must smoothen our peak. It’s a balancing act where tourism can grow sustainability, personal experiences are enhanced, returns grow and negative impacts are mitigated.”