Knowledge documents
02 April 2026
Transforming Malta's Tourism Landscape: A Vision for 2031
Knowledge documents
02 April 2026
Adventure tourism
Coastal, maritime and inland water tourism
Cultural tourism
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In a recent report by the International Telecommunication Union (part of the UN agency for digital technologies) titled "Innovation Landscape of Malta: Best Practices and Future Directions," Malta's innovative blueprint for reshaping its tourism sector by 2031 is laid out. Emphasizing sustainable practices and digital transformation, the strategy aligns with national goals and the European Union's broader tourism objectives, anticipating a promising future of growth and sustainability for Malta's tourism industry.
UN agency for digital technologies
UN agency for digital technologies
Topics
Malta
Academic / Research and VET Institutions
Business Support Organisation
Company with 250 or more employees
Cluster Organisations
Consumer Organisations
Cultural and Heritage Organisations
Destination Management & Marketing Organisations
EU Institutions
Financial Institutions and Investors
Industry Associations and Chambers of Commerce
International Organisations
Local Authorities
Media / Journalist Organisations
National authorities
Networks and Federations / Confederations
NGOs / Non-profits
Notified Bodies
Regional Authorities
SMEs (a company with less than 250 employees)
Social Economy Entity
Trade Unions
Other
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Specific types of tourism
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Adventure tourism
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Coastal, maritime and inland water tourism
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Cultural tourism
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Ecotourism
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Education tourism
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Festival tourism
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Gastronomy tourism
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Health and medical tourism
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MICE tourism
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Mountain tourism
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Religious tourism
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Rural tourism
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Sports tourism
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Urban/city tourism
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Wellness tourism
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Transition Pathway Strategic Areas
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Changes in tourism demand and opportunities
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Digitalisation of tourism SMEs and destinations
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Green Transition of Tourism Companies and SMEs
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Innovative tourism services
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Tourism strategies
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Business activities
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Activities of amusement parks and theme parks
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Activities of associations and other organisations supporting tourism
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Air passenger transport
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Camping grounds, recreational vehicle parks and trailer parks
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Events catering and other food services
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Festivals, cultural and entertainment activities
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Gardens and nature reserves activities
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Holiday Housing / Apartments and other short stay accommodation
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Hotel and similar accommodation
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Mobile beverage services
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Mobile food services
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Museums
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Operation of historical sites
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Other
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Other accommodation
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Other amusement and recreation activities
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Other food and beverage services
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Other holiday reservation services
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Other tourism transportation activities
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Rail Passenger transport
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Recreational and sport activities
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Restaurants, cafes and bars (Food and Beverage serving activities)
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Road passenger transport
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Tour operator activities
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Travel agency activities
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Water (sea, coastal and inland) passenger transport
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Malta is undergoing a significant transformation of its tourism sector, driven by the Malta Economic Vision 2031. This foresightful plan aims to position Malta as a future-ready digital hub by combining digital innovation with sustainable tourism practices. In recent years, Malta has witnessed a notable increase in tourism, with visitor numbers surging by over 74% and reaching 2.8 million between 2013 and 2019.
Despite the impact of the pandemic, the country managed to recuperate, showcasing tourism growth with 2,418,378 inbound visitors by August 2024—a 21.1% increase from 2023. Efforts such as the AI Tourism Platform, backed by the Malta Digital Innovation Authority, underscore Malta's commitment to integrating advanced technologies within its tourism services. This initiative aims to inform smarter tourism strategies, boosting sustainability while enhancing visitor experiences through immersive digital engagements like augmented reality.
By fostering growth sectors like sustainable tourism, the plan not only aligns with European Union priorities but also supports global initiatives toward green and digital transitions. Ultimately, the report underscores Malta's journey toward a balanced and future-proof economy, where tourism plays a critical role in achieving a resilient and competitive national profile.
The full report is available for download here: https://www.itu.int/hub/publication/d-inno-malta-2025/
#Sustainable tourism #Digital nomadism #Smart tourism #Climate-friendly tourism practices #EU Tourism Strategy
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