Malta’s Tourism Minister Clayton Bartolo heralded 2023 as a landmark year for the island’s tourism sector, with inbound tourist numbers breaching the 3 million mark, reaching a record-breaking 3,002,823. This figure not only surpasses the 2019 pre-pandemic levels by 8.3% but also marks 2023 as the most successful year in Malta’s tourism history, in terms of both visitor numbers and tourist spending.
Malta emerged as the top performer among Mediterranean destinations in 2023, quickly regaining its pre-pandemic tourism strength. This recovery has been notably robust, with Malta leading the way in Europe’s tourism resurgence.
The North American market, encompassing visitors from the U.S. and Canada, saw remarkable increases in 2023. U.S. tourists to Malta grew by 35.6% from the previous year, reaching 55,096, while Canadian visitors increased by 36.3% to 20,820, both outpacing their 2019 figures.
The cruise industry significantly contributed to this uptrend, especially from the U.S., with Valletta, Malta’s capital, being a prime Mediterranean cruise destination. The last quarter of 2023 alone saw 82 cruise ship visits, a substantial rise from the previous year, with American passengers making up 40% of non-EU cruise visitors.
Michelle Buttigieg, Malta Tourism Authority’s North American Representative, attributed the growth in North American tourists to Malta’s diverse appeal and its burgeoning status as a luxury destination. Enhanced by new five-star hotels, unique experiences, and a commitment to sustainability, Malta’s allure for North American tourists has never been stronger.
This growth is also a testament to the effective marketing and educational efforts by the Malta Tourism Authority (MTA) in North America. Partnerships with travel consortia like Virtuoso, educational initiatives such as the Travel Agent Academy Training Program, and targeted marketing campaigns have all played pivotal roles in boosting Malta’s visibility in these markets.
MTA CEO Carlo Micallef emphasized the strategic, data-driven approach of Malta’s marketing efforts aimed at affluent, experience-seeking travelers. The focus on engaging potential visitors and enhancing Malta’s tourist offerings underscores MTA’s dedication to sustaining and expanding the island’s tourism industry’s success.
