Joining industry leaders from across the globe, on Friday, Deputy Prime Minister Borg addressed the 10th Mediterranean Tourism Forum, highlighting the need for Mediterranean destinations to balance growth with sustainability, embrace digital transformation, and respond to evolving traveler expectations. He emphasized the region’s shift towards meaningful, experience-driven travel and the crucial role of innovation in maintaining global competitiveness.
He reaffirmed Malta’s strategic direction, including year-round tourism, product diversification, stronger community engagement, and the integration of sustainability across all tourism development. He also underlined the importance of the new AI in Tourism Platform, which will consolidate real-time data and analytics to support smarter governance and investment.
The Deputy Prime Minister stated that “The Mediterranean has immense potential, but to stay ahead we must evolve—by championing sustainability, empowering authentic experiences, and placing innovation and Artificial Intelligence at the heart of our tourism strategy. As travelers seek deeper and more meaningful connections, it is our responsibility to protect what makes the Mediterranean unique while ensuring that our growth remains sustainable and beneficial to our communities.”
Throughout the week, the Deputy Prime Minister also visited several initiatives held as part of the Mediterranean Tourism Forum. These included hospitality training initiatives, sector competitions, cultural showcases, and the discussions, which brought together experts to explore practical solutions tied to the Forum’s SEA pillars.
The week also featured the Mediterranean Tourism Knowledge Exchange & Policy Conference, addressed by the Deputy Prime Minister, bringing global researchers and scholars to Malta to strengthen the link between academic insight and industry practice. Hosted by HE President Myriam Spiteri Debono, Dr Borg was also present for the Mediterranean Tourism Awards ceremony which took place at the Palace of the President of Malta, recognizing excellence in sustainable tourism and Mediterranean identity.
A courtesy meeting was also held between the Deputy Prime Minister and MTF leadership to discuss Malta’s growing role in Mediterranean tourism affairs and explore opportunities for deeper regional cooperation through MTF Senators.
The week also featured the Mediterranean Stars – Beyond the Sea concert, a celebration of Mediterranean musical culture performed by the Mediterranean Orchestra under the direction of Maestro Bruno Santori.
Photos: MFT
