Malta said the trade has played an “important role” and will continue to do so in its post-pandemic recovery, which has seen it surpass its visitor target for 2022.
The archipelago targeted 1.8 million visitors by the end of 2022 at the start of the year but is now eyeing 2.2 million having passed the 2 million mark.
“Our initial target would have represented a 60% recovery but we are now looking at 2.2 million visitors by the end of the year, which is a much better recovery than expected,” said Clayton Bartolo, Malta’s tourism minister.
“Not only that but the average spend per person [visiting Malta] has increased since 2019, meaning profitability is on the increase and sustainability is at the heart of our recovery strategy.”
Malta has set its sights on a return to pre-pandemic visitor numbers by 2024 and Bartolo said the aim for 2023 is to “build on the success of this year and get close” to this target to make it attainable.
Bartolo was bullish about the cost-of-living crisis, saying he didn’t think it would stop UK tourists booking trips to Malta as “research shows holidays and travelling rank higher in people’s priorities than other expenditures”.
He also noted the Maltese government’s efforts in keeping energy prices low for the country’s residents and businesses, which he said meant holidays in Malta offered good value for money.
“I don’t think the cost-of-living crisis will stop people travelling,” he added. “The government [in Malta] has been proactive with energy bills which means we can remain competitive as a destination.
“Tourists can ensure they get good quality for what they are paying for. I strongly believe in offering good value for money.”
As well as building on Malta’s tourism recovery, Bartolo hopes the destination can continue its “close relationship” with the trade in 2023.
“Travel agents are very important for us and we work very closely with them, both domestically and overseas, and our aim is to build on the good relationship we have,” he said.
“Our industry depends on our people; our people are our best asset.”