Editorial: Promoting the Malta tourists want

Malta’s impressive record on the global tourism map is the result of decades of collective effort. Visitor services have improved dramatically, from better infrastructure to providing more versatile events. But precisely because we have achieved so much, we must now guard against complacency and short-termism.

The growing tendency toward ‘get-rich-quick’ approaches risks undermining the very reputation that has taken years to build. Statistics reflected in a new Malta Chamber report should help us shape better Malta’s most important industry.

The study reveals that one in five European travellers prioritise locally sourced food and cuisine, while strong majorities favour small, artisanal shops and authentic, local experiences. At the very bottom of the list sits a stark figure: just 3.5% express a preference for internationally renowned brands.

Yet, policy and planning in Malta seem to be moving in the opposite direction.

Across the main tourist areas, Malta is increasingly mirroring the very places visitors are trying to escape. International retail outlets are replacing shops that have lived through generations. Restaurants serving globalised menus are crowding out traditional eateries.

Towering hotel developments are rising beside centuries-old heritage sites, often overshadowing them. And in the process, Malta risks losing the very essence that makes it worth visiting.

The government’s argument – that global brands (“ħwienet tad-ditta”) attract higher-spending tourists – is clearly up for discussion. High-value travellers are not simply looking to spend – they are more interested in experience.

A tourist willing to spend generously is more likely to seek out a memorable meal of local food in a village square, a handcrafted item from a family-run shop, or a quiet evening immersed in local culture than to browse the same shopfronts found in London, Berlin, or Paris.

The Malta Chamber rightly recommends shifting Malta’s image from a “drink and entertainment” destination to one rooted in culture, heritage and unique immersive experiences, rather than becoming a “copy of something else”.

The strategy called for stronger financial support for the arts and cultural sector to develop more “home-grown projects”, as well as the creation of a dedicated food court showcasing traditional Maltese cuisine.

It is becoming harder to find restaurants that specialise in genuine Maltese cuisine. Instead, we are saturated with international food, from sushi bars to western fast-food outlets, many of which bear little connection to the island’s heritage. Even when Maltese dishes are offered, they are too often reduced to superficial imitations designed for convenience (and sometimes priced to fleece tourists).

The decline is not just of a culinary nature. Traditional village feasts, defined by brass band marches and religious pageantry are increasingly overshadowed by loud, imported party formats and amplified DJ sets. Carnival now comes with deafening beats.

Even the simple charm of church bells is often drowned out by relentless noise and music at every street corner.

As much as our tourism is booming, it is good to look at other countries which succeed by being more of themselves, not trying to be somebody else.

Spain’s nightlife is legendary, but the focus remains on its tapas culture, flamenco and regional diversity. Italy anchors its tourism offering in its rich food, art, and history. Vienna leans into its classical music heritage. Scotland and Ireland promote their landscapes, folklore, and storytelling. Malta, by contrast, risks becoming a version of somewhere else – at this rate an Ibiza without the open spaces.

Growth without direction risks imploding at some point and the consequences could be devastating. And this is why support for local businesses should be prioritised and planning policies must respect heritage. Cultural events should celebrate, not overshadow, local identity.

Malta has a unique story to sell. So let’s capitalise on that.