– For those who may not know, how would you describe VisitMalta and its main mission?
VisitMalta is the marketing brand of the Malta Tourism Authority. Our mission is to showcase the Maltese Islands to the world, highlighting the islands’ unique blend of history, culture, nature, and hospitality. We aim to inspire people to not just visit Malta, but to truly experience it.
– What are the core values that define the identity of the VisitMalta brand?
Authenticity, heritage, hospitality, creativity, and sustainability. We are proud of our past, open to innovation, and dedicated to ensuring that our visitors experience Malta in a genuine, memorable, and responsible way.
– How does VisitMalta promote Malta as a top travel destination in Europe and around the world?
We promote Malta through multi-market campaigns, digital storytelling, partnerships with international tour operators, airlines, and media outlets, and by hosting global events. From film tourism to cultural festivals, we use both traditional and digital channels to reach a wide audience, while tailoring our messaging to highlight what makes Malta truly unique.
– What kind of experiences do you hope visitors will take away from their stay in Malta?
We hope visitors leave with a sense of wonder and connection – whether from walking through 9,000 years of history, enjoying our cuisine, swimming in our crystal-clear waters, or meeting the locals who are always ready with a warm welcome.
– Are there lesser-known places or experiences you would recommend to those who want to discover an authentic side of the island?
Absolutely! Beyond Valletta and Mdina, we encourage visitors to explore Gozo’s countryside, the traditional fishing village of Marsaxlokk, or the quiet charm of Dingli Cliffs. Attending a village festa, trying traditional crafts, or joining a local food tour are fantastic ways to experience Malta’s authenticity.
 – How is VisitMalta integrating sustainability principles into its tourism strategy?
Sustainability is central to our long-term vision. We promote off-season travel to reduce pressure on peak months, encourage slow and cultural tourism, support local businesses, and more. Our goal is to ensure tourism benefits the community while preserving Malta’s heritage and environment.
In what ways has technology helped VisitMalta improve visibility and engagement with tourists?
Technology has been transformative. Through social media, digital campaigns, immersive video content, and our official website, we engage directly with travellers worldwide. We also use digital tools to provide real-time information, interactive maps, and campaigns that make planning a trip to Malta seamless and inspiring.
How important are digital campaigns and influencer collaborations today in promoting Malta?
They are extremely important. Today’s travellers often make decisions based on what they see online. Collaborating with influencers, content creators, and digital partners allows us to reach new audiences in an authentic way. We focus on storytelling – showing Malta through the eyes of visitors – and this creates trust and aspiration.
VisitMalta often supports international events, can you tell us about some successful collaborations?
VisitMalta has supported several major international events, which have strengthened Malta’s visibility worldwide. The BBC Concert Orchestra’s open-air concerts at Floriana’s Granaries drew thousands and were broadcast on BBC Radio 2, showcasing Malta’s unique atmosphere. The Isle of MTV and Malta Music Week, held in the same venue, reached millions through live coverage and social media. VisitMalta also supports events like the Rolex Middle Sea Race, a highlight of global sailing, and has backed the European Aquatics Champions League Men’s Final 4 in Malta, as well as other international sports events, showcasing Malta’s strength as a sports destination.
What do you personally love most about Malta? How do you envision the future of Maltese tourism in the next five to ten years?
What we love most is Malta’s incredible mix of old and new – where you can walk through a UNESCO World Heritage city in the morning and be enjoying a sunset by the sea just an hour later. Looking ahead, I see Malta’s tourism becoming even more sustainable, more experiential, and more digital, while continuing to celebrate the warmth of our people and the richness of our heritage.
If you had to describe Malta in three words, which ones would you choose?
Timeless. Welcoming. Inspiring.
What message would you like to send to people who haven’t yet visited Malta?
Come and discover a Mediterranean gem that offers far more than you expect. Whether you love history, culture, food, nature, or simply meeting new people, Malta has something for you. It’s a small island with a big heart and we’re ready to welcome you!
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