As anti-tourism sentiment rises elsewhere, Malta embraces British holidaymakers

While anti-tourism protests have gained traction across popular European destinations, the Mediterranean island of Malta is positioning itself as a safe haven for British holidaymakers – and the business community is taking note.

From vandalised hire cars in Tenerife to graffiti telling tourists to “go home” in Athens, headlines across the continent paint a picture of growing local frustration with mass tourism. But in stark contrast, Malta is rolling out the red carpet, touting its hospitality and strong cultural ties with the UK as a strategic advantage.

The message from locals and business owners is clear: “We want more,” according to a feature on the prominent English media house The Daily Mail.

At a time when Spain, Italy and Greece are grappling with the pressures of overtourism and frictions with visitors, Malta is reaffirming its dependence on – and appreciation for – the tourism industry. And as the UK once again becomes one of Malta’s largest source markets for inbound travellers, businesses are keen to capitalise on the positive sentiment.

A business model built on tourism

Tourism remains one of Malta’s most critical economic pillars. In 2023 alone, the island welcomed a record 3.56 million tourists – more than six times its population. The UK market played a leading role in this growth, with arrivals increasing by 30.6 per cent in 2024, overtaking Italy as Malta’s largest source of visitors.

Local businesses, particularly those in hospitality, are reaping the benefits. Marisa Farrugia, who manages the bustling Red Lion Pub in St Paul’s Bay, underscored how British tourists help drive year-round revenue.

“The more we have, the better for us,” she told The Daily Mail. “Tourists feel more welcomed in Malta, and locals are friendlier here. We remember what it was like during COVID – it was like a ghost town. Without tourists, we had nothing.”

That sentiment is echoed by British expat and entrepreneur Richie Allsop, who relocated to Malta from Huddersfield a decade ago. “They want more tourism. They need it. Malta is made up of hotels, apartments, AirBnBs – and they embrace it,” he said.

An opportunity amid European shifts

For the business community, Malta’s positive attitude towards tourism offers both a competitive edge and an economic buffer. With other Mediterranean countries implementing tourism caps, moratoriums on new hotels, and even outright protests, Malta can attract travellers who are increasingly seeking destinations where they feel welcomed – and wanted.

This positioning aligns with global media endorsements: The Wall Street Journal named Malta among the “10 best places to go in 2025,” while Condé Nast Traveller and Australian agency TEMPO.co spotlighted the country as an ideal off-season destination.

Moreover, TikTok trends and influencer content are amplifying Malta’s appeal, particularly among younger British travellers who are booking ahead for summer 2025. From beaches to nightlife, the islands are gaining viral attention – something that can translate into direct bookings and increased footfall.

Malta’s historic ties with Britain offer yet another advantage. English is an official language, the UK driving system remains in place, and British cultural influences – from red phone boxes to traditional pubs – are embedded in everyday life.

This familiarity, paired with affordable prices (pints for under £5 in some areas), creates a unique selling proposition for British tourists wary of less welcoming destinations. For businesses, this translates to a customer base that feels at home and is more likely to return.

As arrivals increase, the challenge will be to sustain growth without compromising quality of life or infrastructure. With over 15,000 British expats and millions of annual visitors, local authorities and business leaders must balance development with long-term resilience.

However, for now, the island is leaning into its strengths. Valletta’s bustling streets, Sliema’s vibrant seafront, and Gozo’s scenic escapes are all part of a compelling package – one that investors and tourism operators can confidently back.