‘Attracting higher-spending tourists essential for a sustainable tourism strategy’ – MHRA

The Malta Hotels and Restaurants Association (MHRA) on Monday (today) presented the BOV Deloitte Q4 2024 Hospitality Performance & European Hospitality Industry and Investment Survey Results.

Deloitte's Transportation, Hospitality and other Services (THS) leader David Delicata noted that Malta welcomed a record 3.56 million tourists in 2024, with 5-star hotels maintaining positive occupancy levels while 4-star hotels saw a marginal decline year on year.

Average daily rates continued to grow, and gross operating profit remained positive, though profitability is being squeezed by increasing payroll, other direct and overhead expenses, which 5-star hotels are managing more effectively than 4-star properties.

MHRA President Tony Zahra welcomed the results, emphasising the need to enhance service excellence, efficiency, and productivity, with a stronger focus on attracting higher-spending tourists.

He highlighted that today marks UN Global Tourism Resilience Day, underscoring the importance of adopting sustainable strategies to boost Malta’s competitiveness and ensure long-term growth.

Upgrading tourism infrastructure and offerings is crucial for attracting top talent, improving workforce retention, and positioning Malta as a premium destination ,he said.

Mr Zahra continued: “Building resilience means focusing on higher-spending tourists and ensuring quality across all aspects – product, service, and experience. This is key to long-term sustainability, economic growth, and a dynamic tourism sector ready for future challenges.”

Deputy Prime Minister and Minister for Foreign Affairs and Tourism Ian Borg welcomed the results as a testament to the country’s enduring appeal and to the tireless efforts of local industry professionals, demonstrating the industry’s resilience and its ability to attract and retain visitors.

He encouraged hoteliers and other tourism operators to invest more in environmental sustainability, AI-driven systems and higher quality premium services.

“These remarkable results demonstrate the hard work, adaptability, and innovation that define our hospitality sector. But we must not become complacent. We must constantly adapt and optimise. Together, we can build on these encouraging foundations, towards higher quality, more sustainable and more resilient tourism. The Government is committed to continue supporting you, and all stakeholders, in this direction,” Dr Borg said.

Among the guest speakers at the seminar were MEP Dr Daniel Attard, MTA CEO Carlo Micallef, MTA Chairman Dr Charles Mangion, MBB CEO Mario Xuereb, Economist Ian Borg, BOV Head Product Development Mark Scicluna Bartoli and ITS CEO Pierre Fenech.