The MTA’s Strategy for Sustainable Growth

Nicole Cassar

In the wake of the COVID-19 pandemic, Malta’s tourism sector faced unprecedented challenges. However, resilience and strategic planning have driven a remarkable recovery. In 2021, the Malta Tourism Authority (MTA) launched a 10-year national strategy aimed at rebuilding, rethinking, and revitalising the industry. By 2024, the implementation of this strategy had already led to record-breaking tourism figures, positioning Malta ahead of many global destinations. Yet, the focus remains on sustainable growth.

The latest episode of the Malta-EU Business Gateway podcast, hosted by MBB CEO Mario Xuereb, featured key industry experts, including Tania Sultana, Head of Research; Mary Rose Briffa, Manager of the Malta Tourism Observatory; and Suzanne Brincat Dimech, Head of EU Matters, Funding, and Industry HR. They delved into the national strategy’s objectives, the MTA’s pivotal role, and ongoing sustainability efforts.

Data-Driven Sustainability

To support the implementation of its strategy, the MTA established the Malta Tourism Observatory (MTO), which plays a crucial role in monitoring industry trends and progress. One of the main objectives of the MTO is to gather and analyse data from the National Statistics Office (NSO) and the MTA to be in a position to  calculate the key tourism sustainability indicators. These indicators were developed with the assistance of the OECD and aligned with the UN Tourism, International Network of Sustainable Tourism Observatories (INSTO) and the Sustainable Development Goals (SDGs). These indicators help shape policies to ensure that Malta’s tourism sector remains competitive while being environmentally responsible.

Evidence-based decision-making is a key priority for the MTA. Alongside the valuable tourism performance data published by the National Statistics Office, the MTA conducts various surveys to gather additional insights into tourist profiles, spending patterns, behaviour, preferences, and experiences at the destination. Furthermore, the MTA has recently invested in several big data sources — including environmental indicators, online reviews, mobile positioning data, tourist credit card transactions, and short-term rental accommodation data, among others — to enhance its understanding of tourism’s economic impact, visitor movement, and experiences, as well as the effects of climate on tourism.

This information informs marketing strategies, product development, and industry training, ensuring that Malta capitalises on its strengths as a tourist destination. Most of this data is publicly accessible via mta.com.mt.

Innovation and Digital Transformation

Over the past two years, Malta has embraced technological advancements in tourism, introducing an AI-driven platform funded by the Malta Digital Innovation Authority. This system centralises tourism data, enhances analytical capabilities, and facilitates data-driven decision-making, allowing policymakers and stakeholders to respond swiftly to emerging trends.

Malta is also working towards membership in the UN Tourism International Network of Sustainable Tourism Observatories (INSTO), which will further solidify the country’s commitment to sustainable tourism practices and elevate its global standing.

Collaboration for a Greener Future

The success of Malta’s national strategy hinges on industry-wide collaboration, with a strong emphasis on green and digital transformation to enhance competitiveness. One notable initiative, the Cross-Re-Tour project, has been instrumental in supporting SMEs in adopting more sustainable and digital practices, helping the industry transition towards a more responsible future.

Elevating Tourism Standards

A key objective of the strategy is to enhance the overall quality of tourism. Achieving this requires alignment between industry operators and national goals. The MTA actively promotes sustainability, digitalisation, and workforce development. It also recognises outstanding contributions through the Malta Tourism Awards, a new best practice showcase which includes accolades such as the Responsible Tourism Award and the Tourism Worker of the Year Award.

Training and education are fundamental to maintaining high service standards. Institutions like Jobsplus and the ITS Training School provide specialised training programmes, while the MTA supports the industry’s human resources with initiatives through EU funded programmes such as Erasmus Plus. Additionally, the MTA collaborates with schools to introduce tourism as a career path, organising workshops and on-site visits at primary and secondary levels to cultivate a skilled future workforce.

A Vision for the Future

As Malta continues to position itself as a leading sustainable tourism destination, the national strategy remains pivotal in shaping a resilient, high-quality industry. Through innovation, data-driven insights, and collective commitment, the MTA is steering Malta’s tourism sector towards a future that is not only prosperous but also environmentally and socially sustainable.