Malta has been crowned the “Best International Tourism Destination” at the Italian Tourism Awards – The Night of Excellence, held on 10th December at The St. Regis Rome.
The award was accepted by Ester Tamasi, Director of Malta Tourism Authority for Italy, who stated:
“This recognition belongs to our entire team and rewards the work shared with our head office and the many partners who, every day, allow us to tell the story of Malta and Gozo in an emotional and innovative way. It is the result of a coherent and multidisciplinary strategy, capable of responding to the new needs of contemporary travellers. Because an intelligent and effective strategy in tourism is one that works in numbers but stays in the heart: it creates economic value without losing the soul of the destination.”
Furthermore, MTA CEO Carlo Micallef added that:
“This recognition reflects the strength of our relationship with the Italian market and the close collaboration we enjoy with stakeholders. Our strategy is firmly focused on quality, sustainability and year-round tourism, ensuring Malta and Gozo continue to offer meaningful experiences while safeguarding what makes our islands unique.”
The jury highlighted Malta’s commitment to standing out for its marketing, promotion, and international tourism development activities. The event, hosted by Gabriella Carlucci and broadcasted on Rai 2 on 16 December, confirmed the excellence of VisitMalta’s Italian office’s work.
An Evolving and Inclusive Strategy
The award marks the culmination of an intense year strategically focused on promoting Malta and Gozo as premium destinations for all seasons. The authority focused on:
- Valuing human capital, with particular attention to creativity, skills, and female leadership,
- Emotional and immersive communication, through experiential and digital storytelling projects that resonate with the sensitivity of the contemporary audience,
- Cross-sector collaborations with tour operators, agencies, stakeholders and digital creators, strengthening the bond between the destination and the Italian market,
- Widespread presence in the territory with events, workshops and training sessions aimed at both trade and consumers,
- Sustainable development, with an increasing focus on Gozo and Comino as slow and green destinations.
Among the flagship initiatives, the “Nessuna donna è un’isola” project played a central role: a cultural and narrative journey that combined wellness, female identity and the promotion of Gozo’s territory. Photography exhibitions, yoga retreats, tailor-made experiences and collaborations with tour operators made this initiative a success, praised by both the public and critics.
