On the 13th February, the Malta Tourism Authority presented the end of year results for the year, 2022. The results have been released by the National Statistics Office with the figures for the year ending 31st December 2022. During the conference, a general overview of the post-covid tourism scene was observed and discussed.
Tourism activity has been growing steadily after the first four months from the start of the year, 2022. During the year, Malta International Airport saw 80% of arrivals from pre-pandemic results. The average length of stay was 7.3 nights in 2022 with a total expenditure of €880 per capita, or €73 more than 2019.
The Maltese islands saw an increase in visitors from France, Austria, Italy and Poland. Notwithstanding, the UK market remains at the top of our inbound tourism activity with 427,005 visitors followed by Italy with 398,198. Cruise passenger traffic amounted to almost 490,000 visitors in 2022 as a close of 64% of visitors seen pre-pandemic. Ferry services between Malta & Gozo, and between Sicily & Malta also saw notable increase in journeys.
Post-Pandemic Recovery
During the Covid-19 pandemic, the tourism industry of the Maltese Islands was the frontliner to face difficulties and hardships that the pandemic brought with it. “In spite of this, surrendering was never an option” as Hon Minister Bartolo announced. This profound resilience that the tourism industry showed is a major contribution to a steady recovery that we are experiencing today.
CEO of Malta Tourism Authority, Mr. Carlo Micallef, said that during this year of recovery, the MTA strived to create focused initiatives for a continual recovery post-pandemic. The Maltese industry has come back stronger in the post-pandemic tourism scene.
The incentives and meetings sector in the islands saw a slow restart during the year, however the MTA together with industry partners reintroduced the sector by promoting the islands as the ideal destination for weddings and for specialist group events alike. In fact, Malta & Gozo saw the MedTech Conference, APG and SIGMA amongst other major events taking place on the islands during the year. With regards to other events such as festivals and musical events, these proved to be exceptionally successful during 2022. Such events attracted thousands of visitors to our shores.
Whilst one can appreciate the growing numbers of tourism, it was also a priority for the Ministry for Tourism and the Malta Tourism Authority to consider possible impact on the environment during the year of tourism recovery. This brought the commitment to prioritise the promotion of responsible and sustainable travel. The year 2022 saw various projects, namely the restoration of St. Agatha Tower, St. Marija Battery, Dwejra Tower and the Facades at Ta’ Liesse, Valletta, with St Thomas Tower being converted to a museum. Mellieha and Ghadira promenade are also currently being restored. An oil tanker shipwreck named Haphaestus was cleaned, restored and scuttled underwater, off the coast of Gozo as a popular scuba diving spot, whilst attracting sustainable marine life. These projects are part of the strategic and conscious effort that was done in order to modernise and enhance visitors’ experiences during their stay on the islands.
One must not fail to mention the film industry that contributed to €85 million to the local economy in 2022. Such productions that 2022 brought were Prizefighter, Hounds of War, and Jurassic World Dominion. Such productions are a magnet for film tourism, thanks to the efforts of The Malta Film Commission.
On a final note, for the 2022 post-pandemic recovery strategy, MTA’s marketing was planned to reach out to various audiences and niche markets as much as possible. Digital Out of Home advertising saw VisitMalta campaigns in various locations, such as London, Manchester, Dublin, Warsaw, Rome, Milan, Vienna and Paris. Brand Partnerships were also part of MTA’s marketing projects with the Manchester United partnership, and Eolo Kometa Cycling Team partnership, amongst others.
From these initiatives, Mr. Carlo Micallef, CEO of MTA stated that the tourism industry is “more resilient than ever before in terms of economic returns, sustainability, social empowerment and overall growth post-covid, with the certainty of ever more innovation and prosperity for the years to come”.
“Hospitality is alive once again”
Minister for Tourism Clayton Bartolo stated that “it’s time to take a fact-based look” for a successful future for the tourism industry. The future will recognise sustainability as a main priority in tourism. The focus will be on rethinking and revitalising aspect of tourism. Sustainability will mean having tourists visiting our islands on a year-round spread. Seasonality will cease to be an issue within the islands’ tourism industry. Although attracting high numbers of tourism will still be in the forefront for the tourism industry, the Ministry for Tourism and the Malta Tourism Authority will start putting more emphasis on attracting quality tourism in the near future of the industry. Hon Minister Bartolo declared that quantity and quality will need to “walk together”.
Moving forward, more training and education programs will be created and customised according to the industry’s requirements. This is to enhance visitors’ experience whilst on the islands. Hon Minister Bartolo also declared that we must keep the tourism industry attractive by strengthening air connectivity; by finding innovative and digital ways to invest in our industry; and by exploiting more opportunities in niche tourism.
In addition to Minister Bartolo’s speech, Dr. Gavin Gulia concluded from the Covid-19 pandemic onwards, we as the tourism industry have learnt how to adapt to such instances; how we operate; and how we communicate. We also learnt how to make the best out of any situation of challenge that we face. This symbolises the Malta Tourism Authority in the past years.
MTA CEO, Mr. Micallef concurred that “under the guidance of Minister Clayton Bartolo and with hard work, determination, and a commitment to excellence, we can achieve greatness and solidify Malta as a leader in the tourism industry”.
The event was addressed by the Minister for Tourism Minister Clayton Bartolo; the Chairman of the MTA, Gavin Gulia; MTA CEO, Carlo Micallef, and the MTA Deputy CEO and Chief Officer Strategic Development Leslie Vella.
