Living in Malta for quite some time, I am noticing how the tourism industry is changing. While many visitors still come for the classic Mediterranean attractions — like the beaches of Mellieha and Golden Bay, the island’s history or the crazy Paceville nightlife — there’s a growing trend towards sustainable, high-quality tourism.

Back in the days Malta chased ever-higher tourist numbers, but now a smarter approach is being applied. One that values quality experiences, respect for our environment and a year-round appeal.

Young travelers leading the trend

Younger travellers are at the forefront of this shift. They started seeking more meaningful and responsible experiences. Something deeper than a 5* holiday booked through an agency or found in a catalogue. They want to connect with Malta’s nature, support local communities and leave an environmental impact that is as little as possible.

Malta’s tourism authority is betting on more of these tourists to come and developed a new tourism strategy Recover, Rethink, Revitalise. They aim to build a more sustainable, high-value tourism — different to pre-pandemic tourism.

Year-round tourism

Malta’s tourism has traditionally been packed into the summer months, putting pressure on infrastructure like public transport, water supply and electricity. In summer you may experience one or the other power cut, especially if you stay in commercial parts such as Sliema and Gzira.

Malta can be more than a seasonal destination. Winters are mild, perfect for hiking, birdwatching and cultural exploration. Therefore the authorities now try to position Malta as a top destination year-round. Their goal is to create a tourism model that avoids the boom-and-bust cycle of packed summers and deserted winters.

Spreading tourism more evenly means fewer hotels and apartments that stand empty in the off-season and a more balanced economy for those working in the industry. More flight connections during the off-season, especially to Northern and Eastern Europe are already bringing more and more people to Malta during winter.

Eating locally

Local fruits and vegetables grown in Malta

One of the best ways to support sustainable tourism is by choosing local food. Malta’s agriculture is relatively small, but produces tomatoes, olive oil, grapes, gbejniet (cheese from sheep milk), honey, bread and some meat products. For food shopping and a little experience you could go to some of the local markets like the ones in Ta’Qali or Marsaxlokk.

When we do groceries shopping, we usually try to buy local food or at least food from nearby regions like Sicily or Southern Italy. This reduces food miles, supports local farmers and ensures you’re enjoying the freshest ingredients Malta and the nearby regions have to offer.

Outdoor activities

Malta has incredible natural beauty. Now, how can you travel responsibly and reduce your footprint? First of all, hopping on the bus would definitely help a lot. Traffic during the summer is very intense and so is pollution.

I believe that outdoor activities should be at the centre of responsible travelling. For example hiking or going cycling/mountainbiking. A hike in Malta isn’t like a hike in the Alpes. Most tourists should be able to navigate through the island’s relatively flat terrain. The best hiking areas include Marsaskala to St. Peter’s Pool, Blue Grotto to Dingli Cliffs or the Xlendi coastline all the to Ta’ Saguna Cliffs. Mountain bikers love the area around Marsaxlokk and the Munxar path as well as Riviera Beach.

Another interesting outdoor activity for rather adventurous travellers is kayaking. We sometimes gather up with friends and we rent them in Marsaskala. We then go along the Southern coast line, sometimes until St. Peter’s Pool. Make sure you put on clothes that protect you against the intense sun as these tours take their time and in the sea you will find no shade.

Regenerative tourism

Sustainability is essential, but regenerative tourism takes things a step further. We can try minimising damage to the environment but should also actively work on restoring it. Reforestation is the best way to restore nature where it has been destroyed.

A great example of this is Project Heal, a 15-year initiative that aims to double Malta’s afforested land, increasing it from 0.9% to 1.8%. The project has already planted close to 500 indigenous trees in Mosta and will improve biodiversity, air quality and help combat desertification.

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I hope this article has given you one or the other idea to make your next trip to Malta a little more sustainable! Follow us for more stories and iconic photography from the island.

Ecotourism Trends in Malta