Malta Tourism Authority: Unlocking the island's true potential

Carlo Micallef, CEO of Malta Tourism Authority, explains how promoting the country's authentic experiences is supporting the sector's resilience and sustainability

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Malta Tourism Authority (MTA) is responsible for regulating, promoting, strengthening and sustainably advancing the Mediterranean nation's tourism sector.

In the following interview, its CEO, Carlo Micallef, discusses some of authority's current priorities.

The archipelago is evolving into a hotspot for luxury tourism, with affluent travellers drawn to its high-end experiences and hospitality. What specific initiatives is MTA undertaking to promote the islands to wealthy visitors?

High-value travellers seek different experiences — some prefer luxury brands, others crave authenticity. While we're working to attract more high-end hotels and services, Malta's true strength lies in its authenticity. Our hotels are woven into local life, offering real immersion, and Malta is a hospitable, multicultural society where making connections is easy — locals are open, friendly and eager to share their culture. This blend of luxury, authenticity, heritage and warmth gives Malta a unique edge — offering something many other destinations simply can't.

Furthermore, while tourism and sustainability were once seen as conflicting goals, now they are increasingly interdependent. Sustainable practices enhance the tourism experience, and tourism helps protect and celebrate what makes a destination unique — its nature, heritage, food and traditions. In Malta, we have embraced this symbiosis. By showcasing our authentic culture — be it a historic monument, a traditional dish or a local farming practice — we give visitors a meaningful, hands-on experience.

The mindset has shifted. What was once hidden is now proudly shared. Today's travellers want to connect with a place, see cheese made from fresh milk, bake bread with local tomatoes and share a simple meal at a farm, for instance. That is the kind of experience that resonates.

How is MTA balancing tourism growth with environmental sustainability?