Tourism in Malta Up by 18.5% in July 2024

Malta’s tourism sector has witnessed an impressive surge, as total inbound tourists for July 2024 reached 385,591, marking an 18.5% increase compared to the same period in 2023. According to a report from the National Statistics Office (NSO), this substantial growth highlights Malta's growing appeal as a tourist destination, driven by a combination of cultural allure, natural beauty, and attractive travel packages.

A Breakdown of Tourist Visits in July 2024

The data reveals that of the total visitors, 361,628 tourists arrived primarily for holiday purposes, while 10,100 came for business. Holiday tourism continues to be the dominant force driving Malta’s appeal, indicating that the island’s appeal as a leisure destination remains strong. Interestingly, younger travelers led the influx of visitors, with the age group of 0-24 years accounting for 39.9% of all inbound tourists, followed by those in the 25-44 age bracket at 33%.

This trend suggests that Malta continues to attract a broad demographic, from young adventurers and families to working professionals. It also reflects the successful targeting of various segments of the market, particularly in attracting youth through summer festivals, beach resorts, and heritage sites.

Main Source Countries for Tourists

A substantial proportion of the tourists who visited Malta in July hailed from three primary markets: Italy, the United Kingdom, and France. Together, residents from these countries made up 48.5% of the total inbound tourists for the month. This strong showing from European travelers underscores Malta’s proximity and accessibility to major European capitals, further strengthened by frequent and affordable flights offered by both low-cost and national airlines.

A Rise in Overnight Stays and Tourist Expenditure

Total nights spent by tourists in July increased by 9.8% compared to July 2023, reaching close to 2.8 million nights. Notably, a significant share (89.2%) of guest nights was spent in rented accommodations, such as hotels, apartments, and Airbnb properties, reflecting a growing demand for both luxury and affordable lodging options on the island.

The average stay for tourists in Malta was 7.2 nights, a figure that demonstrates the island’s capacity to engage visitors for extended vacations, likely driven by a combination of attractions, culinary experiences, and cultural events that encourage longer stays.

In terms of financial impact, total tourist expenditure reached an impressive €403.9 million in July alone, a 20.7% increase from the previous year. The average expenditure per night stood at €145.2, indicating that visitors are not only coming in greater numbers but are also willing to spend more during their stay. This rise in tourist spending can be attributed to a combination of factors such as increased accommodation prices, luxury tourism services, and an expanding range of dining and entertainment options.

Gozo and Comino Attract a Significant Share of Visitors

Malta’s smaller sister islands, Gozo and Comino, continue to be popular destinations for both same-day and overnight visitors. A total of 257,754 tourists visited these islands in July 2024, accounting for 66.8% of all tourists to Malta. The islands’ serene environments, picturesque landscapes, and rich historical sites offer a peaceful retreat from the hustle and bustle of mainland Malta.

Gozo, with its rural charm and slower pace of life, has particularly become a favorite among tourists seeking a more authentic and tranquil Maltese experience. Meanwhile, Comino, famous for its crystal-clear Blue Lagoon, remains a must-visit for tourists interested in water activities, boat trips, and snorkeling.

Year-to-Date Tourism Statistics: January to July 2024

The positive trend in Malta’s tourism industry is not confined to the summer months. In the first seven months of 2024, Malta welcomed a total of 1,976,457 inbound tourists, marking a 22.4% increase over the same period in 2023. This sustained growth is a testament to Malta’s resilience and growing popularity on the global stage, especially as the world recovers from the challenges posed by the COVID-19 pandemic.

Tourists staying overnight in Malta during this period exceeded 12.2 million nights, a 14.3% increase compared to the first seven months of 2023. This rise is a clear indication that more tourists are choosing to extend their stay, benefiting Malta’s hospitality and service sectors.

The financial impact of this influx is evident, as total tourist expenditure for the January-July period amounted to €1.7 billion, reflecting a 23.6% increase over the same period in 2023. Notably, the average expenditure per tourist rose to €858, up from €849 in 2023, further cementing Malta’s reputation as a desirable destination with a broad offering that caters to a variety of budgets.

Gozo and Comino: Year-Round Destinations

The trend of high visitor numbers to Gozo and Comino extends beyond the peak summer months. In the January-July 2024 period, these islands attracted 1,109,844 visitors, accounting for 56.2% of all tourists visiting Malta. The consistent influx of visitors to Gozo and Comino demonstrates their enduring appeal, not just as summer hotspots but as year-round destinations for travelers seeking both relaxation and adventure.

Why Malta's Tourism is Booming

The resurgence in tourism can be attributed to several factors. Firstly, Malta has invested heavily in marketing campaigns across Europe, promoting the island as a safe and diverse travel destination. Secondly, Malta has positioned itself as a hub for cultural festivals, music events, and historical tours, which resonate with a wide audience. Additionally, the island’s strong infrastructure and quality accommodations, combined with its rich Mediterranean culture and year-round sunshine, make it an attractive option for holidaymakers and business travelers alike.

Furthermore, Malta's proactive measures to enhance its tourism offerings have paid off. The island has expanded its range of activities, from cultural experiences such as the Valletta International Baroque Festival to eco-tourism adventures on Gozo. This variety caters to different interests and ensures that tourists can tailor their trip to suit their preferences, whether they seek relaxation, adventure, or cultural immersion.

Sustainable Tourism and the Future

Looking forward, the Maltese government and tourism authorities are expected to focus on sustainability in tourism development. As Malta continues to draw large crowds, there will be a growing emphasis on managing the environmental and social impact of tourism. This includes initiatives to promote eco-friendly travel, sustainable accommodations, and preservation of Malta’s natural and historical heritage.

Malta’s tourism strategy also involves the promotion of lesser-known attractions and regions, thereby reducing pressure on the most visited sites and distributing the benefits of tourism more evenly across the islands. This holistic approach will be crucial in ensuring the long-term sustainability and success of Malta’s tourism sector.

Conclusion

Malta’s tourism industry is experiencing a period of robust growth, driven by increased visitor numbers, longer stays, and higher tourist expenditure. As the island continues to enhance its appeal through cultural, natural, and recreational offerings, it is well-positioned to maintain its status as a premier destination in the Mediterranean. With a focus on sustainability and a commitment to offering diverse experiences, Malta’s tourism sector is set for continued success in the years to come.

FAQ:

What was the increase in tourists in July 2024 compared to July 2023?
The increase was 18.5%, with a total of 385,591 inbound tourists.

Which age group had the highest share of tourists in July 2024?
The largest share of tourists were aged between 0 and 24, representing 39.9% of all visitors.

What was the average length of stay for tourists in Malta in July 2024?
The average length of stay was 7.2 nights.

Which three nationalities represented the largest share of tourists in July 2024?
Italian, British, and French tourists made up 48.5% of the total visitors.

How much was the total tourist expenditure in July 2024?
Total expenditure was approximately €403.9 million.

What percentage of tourists visited Gozo and Comino in July 2024?
66.8% of the total tourists visited Gozo and Comino.

How much did tourist expenditure increase during January-July 2024 compared to the same period in 2023?
Tourist expenditure increased by 23.6% compared to 2023.

What was the total number of inbound tourists from January to July 2024?
The total number of inbound tourists was 1,976,457.

How has Malta's tourism been marketed to attract more visitors?
Malta has invested in marketing campaigns across Europe, promoting its safety, cultural diversity, and year-round appeal.

What is Malta doing to ensure sustainable tourism?
Malta is focusing on eco-friendly travel, sustainable accommodations, and promoting lesser-known attractions to manage tourism's environmental and social impact.