European tourists prefer local shops over global brands, survey finds

European tourists are much more interested in shopping at small local stores rather than shopping for internationally renowned brands, a survey has found.

The survey, carried out by the European Travel Commission, asked Europeans what they are most likely to do on their next trip in Europe.

Results showed that tourists largely opted for a more local experience.

A fifth of respondents said they plan to try locally sourced food and cuisine, followed by 15.6 per cent who said they plan to shop at local stores, while 14.6 per cent said they plan to visit popular tourist attractions and entertainment venues.

At the bottom of the list, only 3.5 per cent of respondents said they were interested in shopping for internationally renowned brands.

Six thousand individuals participated in the survey, from Germany, the United Kingdom, France, the Netherlands, Italy, Belgium, Switzerland, Spain, Poland and Austria.

The results of the survey were published in October 2024 with the aim of monitoring tourists’ travel sentiment for Autumn 2024 and Winter 2025.

Although slightly dated, the survey re-emerged after the Malta Chamber of Commerce referenced it in its most recent tourism strategy document, which was published on Monday.

The bar chart shows that tourists are much more interested in the local product rather than shopping for international brands. Chart: European Travel Commission

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

‘Turn Republic Street into a luxury shopping zone’

Despite the survey showing that only a small percentage of tourists are interested in shopping for internationally renowned brands, both the Chamber and the government still believe that Malta has space for large global brands.

Artisan Village in Ta’ Qali described as a ‘ghost town’

The strategy proposes turning Republic Street into a luxury shopping zone designed to attract “global mono-brand stores”, potentially through reduced rents or tax incentives.

“Once established, market demand is expected to sustain growth, similar to the success of five-star developments in St George’s Bay during the 1990s,” the Chamber said.

Many international brands have already opened in St Julian’s at Mercury Tower and are expected to increase once the construction of db Group’s towers at St George’s Bay is complete.

Apart from this, a proposal for the partial review of local plans at the Villa Rosa site would allow for the construction of high-rise hotels and retail zones.

Prime Minister Robert Abela previously defended this proposed review of the local plans, which was approved by the cabinet, saying that Malta needs to attract “shops that sell brands” to draw quality tourists.

The government has also worked to create more artisan shops for tourists by developing the Artisan Village in Ta’ Qali, where visitors can buy traditional crafts or watch artisans at work.

However, the area is not considered a popular tourist destination and visitors have even described the attraction as a “ghost town”.

Recently, Economy Minister Silvio Schembri announced that the government plans to construct a 13,000-square-metre family entertainment park to attract more people to the destination.