‘The future of tourism must be responsible and sustainable’ – MTA CEO

Malta’s position at the heart of the Mediterranean makes it uniquely exposed to the forces shaping global tourism, a reality that underscores the need for a more responsible and sustainable industry, according to Malta Tourism Authority CEO Carlo Micallef.

Addressing stakeholders and innovators at the Cross ReTour Show & Share event, Mr Micallef noted that “it is fitting that we gather in Malta, whose existence depends on the sea and weather”.

Held Tuesday morning, the event marked the culmination of the Cross ReTour project, a European initiative aimed at supporting small and medium-sized enterprises in the tourism sector to become more sustainable and digitally enabled. The gathering brought together tourism operators, policymakers and innovators from across Europe to present outcomes, exchange insights and explore opportunities for scaling solutions across markets.

Launched in September 2023, the project is backed by a €3.5 million budget and co-financed through Europe’s programme for SMEs. Over the course of nearly three years, it has supported 87 tourism SMEs across eight countries, reflecting the diversity of Europe’s tourism ecosystem, from gastronomy and coastal tourism to alpine experiences.

Mr Micallef emphasised that tourism must continuously adapt in response to shifting global dynamics, highlighting the project’s focus on six core business areas designed to strengthen resilience and competitiveness within the sector. “The projects are born from real progress and real ambition,” he said, encouraging attendees to engage with the outcomes and build on the work carried out.

He added that Malta’s hosting of the final event provides an opportunity to showcase how the country is positioning itself within the broader European transition towards greener and more digital tourism models.

Also addressing the event, Marco Iacuitto from the European Innovation Council and SMEs Executive Agency underlined the importance of maintaining Europe’s standing as a leading global travel destination, while ensuring that growth is aligned with sustainability objectives.

He pointed to the series of disruptions that have impacted the tourism industry in recent years, from the COVID-19 pandemic to geopolitical tensions including the war in Ukraine and ongoing global conflicts, noting that these challenges have reinforced the need for adaptability and collaboration.

“Today will be an occasion for you to share between you, but don’t stop here,” he said, urging participants to continue exchanging best practices beyond the lifecycle of the project.

Mr Iacuitto also highlighted the role of the agency, established in 2021 with a mandate running until 2027, in implementing key EU programmes such as Horizon Europe, the Single Market Programme and the European Regional Development Fund. The agency is currently responsible for managing 2,335 projects across these frameworks.

The Cross ReTour initiative forms part of a wider European effort to accelerate the twin green and digital transition within tourism, equipping businesses with the tools and knowledge required to remain competitive in an increasingly complex operating environment.