Malta’s tourism vision 2035: Shifting from volume to value

Malta Vision 2050 is the Government’s comprehensive long-term framework designed to unify existing sectoral strategies and provide clear direction for national development across key areas such as the economy, environment, society, governance, and infrastructure. It outlines Malta’s aspirations for the year 2050 while aligning national goals with EU and global trends.

The same themes were addressed in an interview which BusinessNow.mt carried out in March with MHRA President Tony Zahra, where he shared what ‘quality tourism’ truly means and the biggest challenges facing the industry.

The general vision for tourism

Malta Vision 2050 emphasises sustainable development and national resilience, positioning tourism as a key contributor to both economic growth and the wellbeing of citizens.

The strategy aims to consolidate sustainable growth by:

• Promoting a shift toward premium tourism offerings
• Prioritising quality over quantity in visitor experiences
• Increasing per capita visitor expenditure, and
• Ensuring long-term value through balanced visitor volumes

This roadmap calls for a reimagining of the tourism sector, fostering innovation and competitiveness while ensuring alignment with European Union and global trends.

The goals in numbers

One of the key targets is to nearly double visitor expenditure per night from the current €144 to between €275 and €285. While the total number of tourists is forecast to rise from 3.6 million in 2024 to 4.4 to 4.5 million in 2035, the emphasis lies in attracting higher-spending visitors, rather than merely increasing arrivals.

Economic contribution from tourism is expected to see significant growth, with the sector projected to generate between €6.8 and €7.2 billion in total expenditure by 2035. This would translate into a direct sectoral contribution of €2.4 to 2.9 billion to the economy, more than doubling the current figure of around €1 billion.

In terms of long-term growth, the sector is targeting a Gross Value Added (GVA) share of six – seven per cent. Although slightly lower than the eight per cent Compound Annual Growth Rate (CAGR) recorded between 2014 and 2024, the new growth rate reflects a more mature, stable trajectory that prioritises long-term value over rapid expansion. This recalibrated approach aims to ensure tourism’s sustained contribution to Malta’s economy without compromising environmental or social sustainability.

How?

To achieve its 2035 tourism targets, the Government plans to:

• Develop attractions such as exhibitions, conferences and business events
• Upgrade accommodation infrastructure by, for example, expanding the number of four and five star hotels
• Strengthen the tourism ecosystem such as restaurants, shops, and local tours

At a strategic, macro-level, the Government identifies a series of transformative initiatives:

• Host higher-value international meetings like summits and forums, while creating new events according to Malta’s heritage, culture and niches, such as festivals and tournaments
• Build touristic-oriented facilities and develop new attractions to provide a comprehensive touristic offering, such as a multi-purpose conference centre or a theme park
• Expand premium accommodations and holiday–quality furnished premises, with a particular focus on Gozo for the latter, for example Luxe or Airbnb
• Provide an ecosystem premium offering of products and services, such as Michelin restaurants, high-end brands, premium local tours and VIP services
• Increase the home porting offering, targeting specific segments such as US tourists, strengthening our aviation connection and exploiting Malta’s strategic position