Malta recorded a record-breaking 3.6mm visitors in 2024, up 19pc from 2023, and is focusing on attracting higher-spending tourists in 2025.
The Malta Tourism Authority is promoting niche markets such as solo female travel, luxury dining, and film tourism, leveraging its cinematic history with curated experiences.
They are prioritizing eco-friendly initiatives, such as expanded electric bus routes and stricter short-term rental guidelines to alleviate local housing pressure.
Direct flights now connect Malta to 110 airports, including Belfast and Dublin, with a new 4w service from Aer Lingus joining the 4w Ryanair and 2w Belfast services, alongside a burgeoning cruise tourism sector expected to exceed 100 calls in Q1 2025.
The 50th anniversary of Malta’s Republic on December 13, 2025, will include celebrations and exhibitions while alternative destinations like Gozo and Comino are being marketed for quieter experiences.
- The MTA is targeting niche markets to diversify its visitor base. Solo female travel, luxury dining, and film tourism—leveraging Malta’s history as a backdrop for movies like Gladiator and Troy—are being heavily promoted. Expect curated experiences like guided tours of film locations and pop-up events tied to cinematic history. The Virtuoso travel network named Malta one of the “12 best places to travel in 2025,” spotlighting its appeal to luxury travelers, which aligns with new offerings like the Anantara Valletta Hotel, set to open in mid-2025, blending five-star amenities with eco-conscious design.
- Sustainability is a buzzword this year. Malta’s pushing eco-friendly initiatives, such as expanded electric bus routes in Valletta and Gozo, and stricter guidelines for short-term rentals to ease housing pressure on locals. The MTA’s #ExploreMore campaign is encouraging off-season visits—winter arrivals have doubled since 2013, hitting 1.27m in 2024—promoting Malta as a year-round destination with mild weather and fewer crowds. New winter events, like the Valletta Baroque Festival (expanded for January 2025), are drawing culture seekers.
- Connectivity is improving too. Direct flights now link Malta to 110 airports, with new routes from long-haul markets like the U.S., Australia, and Latin America. The MTA’s opening a New York office in 2025 to tap into the American market, which saw a 35.6% visitor spike in 2023. Cruise tourism is also booming—Valletta’s Grand Harbour expects over 100 cruise calls in Q1 2025 alone, up from 82 in late 2023, with ships like the Norwegian Aqua potentially adding Malta to their Mediterranean itineraries.
- On the cultural front, 2025 marks the 50th anniversary of Malta’s Republic Day (December 13), with celebrations featuring street festivals, historical reenactments, and a special exhibit at the National Museum of Archaeology. The Hard Rock Hotel Malta, opening in early 2026, is already generating buzz with pre-bookings for late 2025, promising a lively nightlife boost in St. Julian’s.
- Challenges like overtourism linger—locals are vocal about strained roads and rising rents—but the government’s responding with a moratorium on new hotel beds and incentives for sustainable redevelopment. For travelers, this means more authentic, less crowded experiences if you venture beyond hotspots like Sliema. Gozo’s rural charm and Comino’s Blue Lagoon are being marketed as quieter alternatives, with new hiking trails and wellness retreats popping up.
- Malta in 2025 is leaning into its strengths—history, sun, and sea—while adapting to modern demands. It’s a mix of luxury upgrades, green efforts, and a push for off-peak exploration.
