2025 tourism results intensify our efforts to future-proof this crucial industry – Deputy Prime Minister Borg
The record levels of tourist expenditure in the Maltese Islands in 2025 – nearing the €4 billion mark – are a clear call for all stakeholders to intensify ongoing collective efforts and investments, as the country continues to realign and future-proof this crucial industry through a lower-impact, higher-value tourism model.
As the Malta Tourism Authority announced the 2025 tourism results during the National Tourism Conference on Thursday morning, Deputy Prime Minister and Minister for Foreign Affairs and Tourism Ian Borg signalled the Government’s determination to keep steering Malta’s tourism industry towards long-term resilience, environmental sustainability, value-added visitor experiences and stronger community engagement.
“We have reached unprecedented levels of growth as the implementation of our long-term tourism strategy is clearly leaving its mark. Today’s figures – with the EU’s highest increase in bed nights and a sharp increase in expenditure – show that the Government’s actions in recent years have put us firmly on the global tourism map, with an industry that is fast transforming itself in the right direction, in line with our Tourism Strategy and the Malta Vision 2050, as we attract tourists who are willing to spend even more for the unique experiences that Malta and Gozo have to offer,” stated Dr Borg.
As he reminded all stakeholders that the 2025 results leave no room for complacency, Dr Borg listed several ongoing initiatives to consolidate the industry’s resilience, while managing future growth responsibly, including:
– A renewed effort to promote year-round tourism by strengthening connectivity and targeting higher value markets, as the country prepares for the first direct Malta-New York flights starting in June and extends its reach in other similar long-haul regions.
– Following a public consultation late last year, in coming weeks the Ministry is launching new regulations to raise standards and responsibility across Malta’s hotels, short-term rentals and other tourist accommodation, ensuring that these activities are mutually beneficial to the industry and the wider community.
– The Malta Tourism Authority has recently realigned its sponsorship and marketing budgets to prioritise value-added events and visitor experiences that celebrate Malta and Gozo’s distinct culture and heritage, particularly during the off-peak months.
– The Ministry is coordinating the tourism community support pilot projects in Valletta and Swieqi, with different government entities set to provide additional support to tackle tourism-related challenges as from summer 2026, with a view to extending this assistance to other areas across the country.
– The Government is also increasing its investment in better quality tourist attractions and public infrastructure, such as the ongoing Bugibba Square Regeneration, the Blue Lagoon Rehabilitation, and other similar improvements.
– The Malta Tourism Authority is also spearheading the industry to accelerate its digital transition across all tourism services, adopting new AI tools to better plan and manage tourism flows, while calibrating and further targeting Malta’s overseas marketing campaigns.
Total expenditure by the 4 million tourists who visited Malta and Gozo in 2025 exceeded €3.9 billion – a new record – up 18.6% over the previous year and 44% higher than 2023. Expenditure per visitor also increased significantly, up from €924 to €971.
More importantly, with more than 25.4 million guest nights, the Maltese Islands recorded the sharpest increase in the European Union, 11% more than 2024. In comparison, the EU average stands at 2%.
While the year-on-year increase in tourist arrivals slowed from 19.4% last year to 12.9% this year, Malta registered an increase of 19% in the off-peak months, showing more growth in winter than in summer.
Deputy Prime Minister Ian Borg thanked the MTA and other government entities, all workers of this industry, as well as other stakeholders, especially local communities, for their invaluable contribution to the development of tourism in Malta and Gozo.
