Malta has secured another major international accolade after being named Best International Tourism Destination at the Italian Tourism Awards 2025, held in Rome earlier this month.
The award underscores Malta’s strong positioning within the Italian tourism market, driven by targeted marketing, sustained stakeholder collaboration and a growing emphasis on quality-led tourism.
Accepting the award on behalf of the Malta Tourism Authority (MTA), Ester Tamasi, Director for Italy, said the recognition validates the authority’s strategic approach.
“This award reflects a coherent and multidisciplinary strategy that responds to the changing needs of today’s travellers,” Ms Tamasi said.
“It creates economic value while preserving the soul of the destination.”
The Italian Tourism Awards jury highlighted Malta’s excellence in international promotion and tourism development, pointing in particular to the work carried out by VisitMalta’s Italian office.
The ceremony, broadcast on Rai 2, further amplified Malta’s brand visibility in a key source market.
MTA CEO Carlo Micallef said the award reflects the strength of Malta’s public-private collaboration and its focus on long-term sustainability.
“Our strategy prioritises quality, sustainability and year-round tourism,” Mr Micallef said.
“This ensures Malta and Gozo continue to deliver meaningful experiences while safeguarding what makes our islands unique.”
Over the past year, MTA has rolled out initiatives aimed at diversifying tourism flows, strengthening off-peak demand and promoting Gozo and Comino as environmentally conscious destinations.
Key strategic pillars included investment in human capital, experiential digital storytelling, partnerships with tour operators and creators, and a strong on-the-ground presence through workshops and training for trade and consumers.
Among the flagship initiatives, the "Nessuna donna è un’isola" project played a central role: a cultural and narrative journey that combined wellness, female identity and the promotion of Gozo’s territory. Photography exhibitions, yoga retreats, tailor-made experiences and collaborations with tour operators made this initiative a success, praised by both the public and critics.
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