Develop a Diversified Offer

(Match: The Guiding principles of tourism strategy prioritize the development of an offer for certain Special Interest niches and diversified offer in general.)

• Segments of interest: Support Malta in the enhancement of its tourism segments of interest through capacity-building activities and the exchange of best practices with other destinations. 
• Coastal/Maritime tourism: Possible Collaboration in UNWTO-Greece Monitoring and Research Center for Coastal and Maritime Tourism
• Organization of an ICCA Masterclass on the Meetings industry

Investments to Reduce Seasonality

(Match: one of the main objectives of the National Tourism Policy of Malta is to reduce seasonality)

• Organization of Tourism Investment Forum, aiming at assisting Member States in attracting investments and fostering entrepreneurship.
• UNWTO & fDi intelligence from the Financial Times - UNWTO Members can have limited access to world-class digital investment platforms at no cost   

Sustainable tourism

(Match: Stronger integration of sustainable development goals and the EU Green Deal is the priority of MTA).

• Tourism and Climate Change. UNWTO, & International Transportation Forum recommendations on the overall contribution of the tourism sector to GHG emission.
• Introduce INSTO
• UNWTO ONE Planet Platform for Sustainable Development: Global Plastic Initiative

Education & Training

Raising the level of Quality across the entire tourism value chain and The enhancement of skills of the tourism workforce, along with the creation of jobs in tourism, is one of the guiding principles of the Maltese National Tourism Plan.

• Support through the UNWTO.Academy
• Introduce the UNWTO Start-up Competition
• UNWTO traineeship programme with the Institute of Tourism Studies

Digitalization & Better use of data

(Match: Harnessing data and usage of modern technologies is one of the priorities of the national tourism strategy of Malta)

• Amadeus Masterclass on the better analysis of data for better decision-making.
• Introduce MST (Measuring Sustainable Tourism)

Malta Tourism Strategy 2021-2030 “Recover, Rethink, Revitalize”

“Recover, Rethink, Revitalize”

Strategic Objectives:

1. Integrating quality at all levels of the value chain
2. Increasing per capita spend
3. Reviving sector profitably
4. Rebuilding airline route network
5. Managing demand as a result of accommodation sector expansion
6. Recovering under sluggish conditions
7. Addressing the HR dimension and supply side requirements
8. Enhancing the Visitor Experience
9. Improving the Country’s General Appearance
10. Minimizing downward price spiral potential with resulting drop in rates
11. Fostering cross collaboration across various digital tourism initiatives through the consolidation and  better use of data
12. Re-directing investment in bedstock into other key areas
13. Stronger integration of sustainable development goals and the EU Green Deal

Malta Tourism Authority