Tourist volumes ‘no longer enough,’ says airport CEO

Tourist arrivals may be rising, but Malta cannot afford to equate higher numbers with a healthier tourism sector, Malta International Airport CEO Alan Borg cautioned during last week’s Malta Business Network Annual Christmas Lunch.

Mr Borg said that while growth in visitor volumes is positive, “celebrating volumes alone is no longer enough,” emphasising that Malta must shift towards a quality-driven model supported by reliable, measurable indicators of visitor experience.

Highlighting the transformative effect of the Michelin Guide on Malta’s restaurant landscape, he argued that the country now needs similar industry-wide benchmarking frameworks to raise standards across accommodation, transport, public spaces, cultural attractions, and the everyday touchpoints that define a visitor’s stay.

“Imagine if we could generate that same sense of excitement across the entire tourism ecosystem: The accommodation sector, beaches, attractions, transport, signage, and the everyday touchpoints that shape a visitor’s journey,” he said.

He proposed annual, independent evaluations of the full visitor journey – from airport arrival to infrastructure and cultural sites – to help identify areas that require improvement and align the industry with Malta’s long-term vision for a quality-led tourism model.

Guest of Honour Deputy Prime Minister Ian Borg also addressed the event, emphasising Malta’s increasing global outreach. He referenced high-level visits to Asia and Africa, expanded aviation connectivity such as the forthcoming Malta–New York route, and new forms of education diplomacy, including the ITS campus launched in Shanghai.

KPMG Partner David Pace closed the gathering with a reflection on Malta’s economic performance. While noting that Malta remains one of the EU’s strongest performers, he cautioned that long-term resilience cannot rely on economic growth driven mainly by imported labour.

He argued that the country’s future prosperity hinges on strengthening institutional, social, and knowledge capital – assets that will shape Malta’s ability to navigate economic transformation.

The event brought together leaders in business, aviation, tourism, and government, closing the year with a shared message: for Malta to thrive, it must not only attract visitors – it must deliver excellence across every step of the experience.