Tourists up by 13% in 2025, expenditure nears €4 billion mark

Updated 5.50pm

The number of tourists who visited Malta last year increased by nearly 13% over 2024, while expenditure increased by nearly a fifth as the Tourism Minister hailed the "unprecedented levels of growth" in the tourism sector.

National data released on Thursday shows that the number of inbound tourists in 2025 totalled 4,022,310 - an increase of 12.9 per cent over 2024.

The Malta Tourism Authority's landmark conference entitled"Review, Reset, Realign" unveiled what it dubbed as the "next chapter of high-value tourism".

The MTA said Malta's tourism sector stands at a "decisive moment".

"Malta stands not merely on the back of another record year, but at the forefront of a tourism model transforming in substance, direction and ambition."

Well over half of tourists visited Gozo and Comino. Same-day and overnight visitors totalled 2,305,968 - or 57.3 per cent of total tourists.

Total tourist expenditure was estimated at €3,904.4 million -18.6 per cent higher than that recorded for the same period in 2024.

The number of nights they spent in Malta also went up - by 11 per cent -reaching a total of 25.4 million nights.

Referring to the data at a national tourism conference on Thursday morning, Minister Ian Borg said Malta recorded the sharpest increase in guest nights in the EU. 

In comparison, the EU average stands at 2%.   

He also noted that while the year-on-year increase in tourist arrivals slowed from 19.4% last year to 12.9% this year, Malta registered an increase of 19% in the off-peak months, showing more growth in winter than in summer.

According to Borg, the record level of tourist expenditure was a clear call for all stakeholders to intensify ongoing collective efforts and investments, as the country continues to realign and future-proof this crucial industry through a lower-impact, higher-value tourism model.

“We have reached unprecedented levels of growth as the implementation of our long-term tourism strategy is clearly leaving its mark.

"Today’s figures - with the EU’s highest increase in bed nights and a sharp increase in expenditure - show that the government’s actions in recent years have put us firmly on the global tourism map, with an industry that is fast transforming itself in the right direction, in line with our Tourism Strategy and the Malta Vision 2050, as we attract tourists who are willing to spend even more for the unique experiences that Malta and Gozo have to offer," he said.

He told stakeholders that the 2025 results left no room for complacency. 

Malta’s top five source markets — the United Kingdom, Italy, Poland, France and Germany — accounted for 58.6% of inbound arrivals.

The United Kingdom and Poland recorded market share increases of 1.2 and 2.2 percentage points respectively, largely driven by strengthened air seat capacity. Together with Ireland, the three destinations contributed 64.5% of the total growth in guest nights.

Demographically, 35.5% of inbound tourists were aged between 25 and 44, closely followed by the 45–64 age bracket at 31.8%. All age groups recorded growth in 2025. Significantly, travellers aged 45 and over accounted for 67.3% of the total increase in inbound tourists, gaining 3.2 percentage points in market share, further strengthening Malta’s appeal among mature, higher-spending travellers.

First-time visitors accounted for 78.9% of arrivals, while repeat visitors represented 21.1%, with both segments registering double-digit growth of 12.6% and 14.0% respectively.

MTA CEO Carlo Micallef said Malta's "overarching objective is to achieve a balanced and resilient market portfolio strengthening diversification between European and long-haul markets to safeguard sustainable growth and long-term stability.”

MHRA welcomes record year

The Malta Hotels and Restaurants Association welcomed the figures, with president Tony Zahra adding that the results are the outcome of "years of coordinated effort".

MHRA commended the leadership of the Malta Tourism Authority for its strategic positioning of Malta in international markets and its clear alignment with national priorities, noting that the close collaboration between industry and the authority has been instrumental in delivering results.

“Strong marketing direction, responsiveness to market trends, and continuous stakeholder engagement have been key to maintaining Malta’s competitiveness within the Mediterranean region.”

MHRA also acknowledged Borg's leadership: “His direction has ensured tourism remains a central pillar of Malta’s economic development and is helping to elevate the sector to the next level.”

MHRA insisted that strong numbers should not be viewed as a threat.

“Growth is not a concern — it is an opportunity. It gives us the space to focus on higher value, stronger economic contribution, and deeper community engagement in line with Malta’s long-term vision.”