‘Retain that authentic Malteseness’

Malta must hold on to its authentic ‘Malteseness’, not only because it is central to the nation’s identity but also because it is a key demand of quality tourists, according to two brothers who run a luxury destination management company.

Jason and Damon Camilleri Allan, founders of Exclusively Malta, expressed concern over Malta’s Vision 2050 goal to increase annual tourist arrivals to 4.5 million by 2035. 

“We need to scale back before we can grow,” they said, warning that the current pace of expansion is unsustainable. Rapid growth, they cautioned, threatens to overwhelm the island’s limited infrastructure – from roads to hospitality services – and is already contributing to staff burnout. 

“It might sound appealing to hotels and restaurants in terms of volume but, when it comes to attracting quality tourists, it’s scary.”

The brothers argue that Malta should focus on quality over quantity. “You can get there with more quality tourism – drive up the value, not the volume,” they said.

Authenticity

Stressing there was a market for various types of tourism – from cruise liners to budget party-seekers – they explained that overcrowding destinations like Valletta and Mdina dilutes the experience for quality tourists, who are seeking authenticity, not crowds.

“We have such a rich history, culture and language. Don’t lose that. It may be harder to continue to be who we truly are but, once it’s gone, we can’t get it back,” Jason says.

Damon adds: “Malta’s authenticity – its ‘Malteseness’ – is what quality tourists expect. We must safeguard our culture, language and food. Globalisation is the threat – losing what makes Malta unique.”

Raised in Canada with strong Maltese roots, the brothers believe they are in a unique position to appreciate the value of what many locals may take for granted. 

Their mother, Ġemma, moved to Canada as a child with her parents, later marrying John Steel Allan. In 1989, Ġemma launched a group travel business, which exposed Jason and Damon to the industry from a young age. Though they initially pursued careers in marketing, they later decided to return to Malta and create something meaningful based on their heritage.

Their idea was simple: to build travel experiences around the Maltese storyline, primarily for the North American market. They began with small group travel – maximum 15 people – so they could go door to door in smaller vehicles, visiting local spots and family-run restaurants.

Their business evolved unexpectedly after a fashion house in New York approached them looking to holiday in Malta in “a castle”.

“We were used to building something and having people buy into it. This time, we had to build something around someone.” They rented a villa, partnered with locals and created a tailored experience. “It was hard work but incredibly fulfilling. That was our turning point.”

More Maltese need to work in tourism

Today, their core business is no longer group travel. Instead, they focus on bespoke experiences for couples, families and VIPs mainly from Canada and the US.

Malta has set new tourism records in terms of tourist arrivals in 2025. Official figures showed Malta welcomed just over one million tourists in the first four months of 2025, surpassing what were record figures in 2024 by more than 17 per cent. Expenditure per capita increased to €770 from €728 in 2024.

The government’s vision now emphasises not only higher numbers but a shift towards “quality tourism” – attracting visitors who spend more and expect superior experiences. 

But what exactly does “quality tourism” mean?

“It’s about great service and meaningful experiences. It’s not about money – even a backpacker can be a quality tourist. It’s a mindset,” they say, adding that their product was more geared to higher spenders due to the nature of the bespoke experiences they provided. 

The foundation of this is authenticity. “We must build everything around that. A quality tourist wants to experience the real Malta and that’s not always easy to find.” In the past, they had to stop working with restaurants that lost the local touch. 

They also highlighted the importance of local involvement in the tourism industry. “We’d love to see more Maltese working in tourism. Tourists want to hear the accent, speak to locals and connect with the culture. There’s a perception that tourism doesn’t pay well but that has to change.”

They emphasised the value of village bars and local venues, where they take clients to experience a different side of Malta. 

“If we don’t keep our eyes on where things could be in three years, we could be in real trouble,” they warned. “We risk losing parts of the local story and that’s a big risk for the country.”