Malta is betting on luxury tourism and sustainable cruises to consolidate its international position

Arthur Grima, International Marketing Director, and Michelle Buttigieg, Head of North America at Visit Malta, detailed the destination's strategy to attract higher-value tourism, focusing on boutique cruises, sustainability, and diversification of experiences.

What is the objective of your participation in this trade fair?
It's an opportunity to present our product, our marketing approach, and the type of client we want to attract. We're not looking for volume, but quality. This is a key event, especially given the importance of the cruise segment to our tourism development.

What role do cruises play in the destination's strategy?
Last year we welcomed 870,000 cruise passengers, 21% of whom came from North America. However, our goal is to attract smaller, more luxurious ships, not large vessels carrying thousands of passengers. This allows for a more controlled and sustainable experience.

What type of cruises are you prioritizing?
We aim to position ourselves as a hub for boutique cruises and yachts. We are already receiving high-end vessels and expect to add brands such as Ritz-Carlton, Four Seasons, Orient Express, and Aman in the coming years.

How are you addressing sustainability in the face of tourism growth?
We are developing improvements to port infrastructure, including shore-to-ship systems to reduce pollution. We are also looking to better distribute visitors, promoting other points of interest beyond Valletta, such as Mosta Dome or the island of Gozo.

What impact does cruise tourism have on the destination?
Many cruise ship passengers return for longer stays, which has a positive effect on demand. Furthermore, we are working to promote home porting, which improves air connectivity and the overall development of the destination.

What makes Malta different from other destinations?
Malta is an off-the-beaten-path destination, but with an enormous wealth of history and culture. With over 9,000 years of history, from megalithic temples to UNESCO World Heritage sites, it is practically an open-air museum.

How do you work on the visitor experience?
We focus on curated experiences and diversified itineraries to better distribute tourist flow. We want visitors to discover different corners of the destination, not just the most popular spots.

What role do culture and events play in the tourism offering?
They are fundamental. From festivals like the fireworks display to international events and local celebrations, such as traditional festivals, we aim to provide visitors with an authentic experience.

What is the destination's philosophy regarding tourism?
We want tourists to leave feeling like locals. Malta isn't a tourist destination; it's a place where everyday life and the visitor experience blend seamlessly.