Francesca Vincenti, from VisitMalta, highlights the diversity of markets and experiences that strengthen Maltese tourism

The Malta Tourism Authority is the official authority responsible for promoting Malta as a tourist destination worldwide, through the VisitMalta brand, used internationally to communicate the country as a tourist destination.

Expanding source markets and traveler profiles

Malta is establishing itself as a global tourist destination, driven by a solid base of traditional markets and the expansion of new source markets. According to Francesca Vincenti, Senior Marketing Manager at VisitMalta, "Malta has become a truly international destination."

The executive explains that the United Kingdom, Italy, France, and Germany remain the main markets, but highlights the growth of other countries. "Although they continue to be our base, emerging markets such as Poland, Spain, and others are also beginning to represent a significant portion of arrivals each year," says Vincenti.

In addition to geographical diversity, the visitor profile has also broadened. "What's exciting is the diversity of traveler profiles we're currently receiving," he says. According to the executive, many tourists are attracted by the combination of history, beaches, and culture, while couples and more mature travelers show a growing interest in experiences related to gastronomy, sailing, and film tourism. The year-round calendar of events and the mild climate contribute to a more balanced flow between seasons.

Strategy focused on Latin America and the Americas.

Malta's presence in the Latin American market is the result of a structured, long-term strategy. Vincenti explains that "our strategy in the Americas, including Latin America, combines targeted promotion with a genuine cultural connection."

According to her, the work is developed in conjunction with partners in the travel, press, media, influencer and commercial events sectors. "We work closely together to increase awareness of Malta's unique appeal: a safe Mediterranean destination with an extraordinary blend of heritage, sea, activities, culture and gastronomy, where the past complements modern experiences," says the executive.

She adds that Latin American travelers are especially motivated by history, culture, and gastronomy. “We’ve adapted our communications to highlight Malta’s rich past and vibrant lifestyle, our authentic gastronomy—from traditional cuisine to Michelin-starred dishes—and our exclusive and boutique wine selections,” she emphasizes. Partnerships with airlines and tour operators are also fundamental to strengthening connectivity and keeping Malta among the top travel priorities in the Mediterranean.

Growth in tourism and dynamics between the islands

Recent figures confirm the strength of the Maltese tourism sector. “In 2024, we received a record of more than 3.5 million international tourists, an increase of almost 20% compared to the previous year,” says Vincenti, also highlighting the significant growth in tourist spending.

In 2025, the trend continues. "The numbers for the first ten months already show robust growth, both in international arrivals and in the total number of overnight stays," he explains, also highlighting the shift towards higher-quality tourism, aligned with the country's strategy.

Regarding internal circulation, the executive observes that "the flow between Malta, Gozo, and Comino is very dynamic." Many visitors combine historical, cultural, and event tourism in Malta with the nature and tranquility of Gozo, while Comino attracts a large volume of day visitors. Cruise tourism also has significant weight, with growth in the Cruise & Stay modality. For 2026, Vincenti states: "We are very optimistic, supported by continuous investments in air connectivity, experiential products, and niche segments."

Wine tourism and wine routes are gaining prominence.

Wine tourism is identified as one of Malta's most promising sectors. "Our islands have a winemaking tradition that dates back thousands of years, but it was after the Second World War that there was a stronger investment in the production of the wines we enjoy today," explains Vincenti.

Currently, vineyards and boutique producers offer tastings, guided tours, and seasonal events. "These offerings are increasingly integrated into broader travel itineraries that combine medieval cities, rural landscapes, archaeological sites, sporting experiences, and a vibrant nightlife cultural program," he states. By promoting these routes in strategic markets, VisitMalta reinforces the country as a destination where gastronomy, wine, and culture meet.

Gastronomy as a strategic asset for the destination.

Gastronomy also plays a central role in Malta's international positioning. "Gastronomy has become a real source of pride for Malta," says Vincenti. The 2025 Michelin Guide recognized one restaurant with two stars, six with one star, and dozens of recommended establishments.

According to the executive, "this recognition reinforces our position as a high-quality gastronomic tourism destination and helps attract lovers of fine food from all over the world." She emphasizes that these achievements are integrated into VisitMalta's global campaigns, allowing the country to be seen not only as a sun and sea destination, but also as an international gastronomic benchmark.

Spirituality and religious heritage

With hundreds of churches and chapels scattered throughout the archipelago, Malta's spiritual heritage is another distinctive feature. "We are a predominantly Catholic country and, with more than 350 churches and chapels, we have one of the highest numbers of places of worship per square kilometer in the world, after Vatican City," says Vincenti.

She highlights initiatives such as the Maltese Way, officially integrated into the routes of the Camino de Santiago de Compostela, as well as religious festivities and themed experiences throughout the year. "These experiences connect visitors to the heritage of faith in a profound and meaningful way," she explains, emphasizing the strong resonance among Latin American travelers.

Sports tourism throughout the year

Sports tourism further expands the range of experiences offered by the country. "From international regattas and marathons to triathlons, open water swimming, water polo championships, football and cycling, we support events throughout the year," says Vincenti.

According to her, these events attract athletes, family members, and supporters, contributing to an increase in tourism outside of peak season. "By highlighting our natural scenery and a safe and welcoming environment, we position Malta as an ideal destination for both competitive and recreational sports tourism," she added.

Audiovisual and international visibility

The audiovisual industry has played a strategic role in Malta's international projection. "International film and television productions have placed Malta on the global stage in a way that complements the development of our quality tourism," says Vincenti.

She highlights that the islands offer versatile settings and that Malta is increasingly being portrayed as itself in major productions. "This visibility sparks the interest of viewers who want to visit the locations where their favorite scenes were filmed," she explains, referring to the phenomenon of set-jetting. For the executive, this movement reinforces the country's image as a creative, culturally rich destination aligned with the global narrative promoted by VisitMalta.

Reporting by: Mary de Aquino.
Photo: Divulgação.