PRESS RELEASE BY THE OFFICE OF THE DEPUTY PRIME MINISTER AND MINISTRY FOR FOREIGN AFFAIRS AND TOURISM Deputy Prime Minister Ian Borg calls on hoteliers to invest more in sustainability, AI and premium services

Spend per tourist up 3%, hotels revenue per room up 7% in 2024

Deputy Prime Minister and Minister for Foreign Affairs and Tourism Ian Borg encouraged hoteliers and other tourism operators to invest more in environmental sustainability, AI-driven systems and higher quality premium services, to ensure a stronger future for Malta's tourism industry.

On Monday, the Deputy Prime Minister addressed a Malta Hotels and Restaurants Association (MHRA) seminar to present the MHRA BOV Deloitte Q4 2024 Hospitality Performance Survey, a quarterly analysis of the performance of Malta's hotels, as well as an outlook of prevailing trends in the European hotel industry.

The survey indicates that average revenue per room for four-and five-star hotels increased by circa 7% in 2024, when compared to the previous year. It also shows promising performance for the first half of 2025, with forward bookings exceeding the levels reported in the same period a year ago. The survey builds on the record 2024 tourism figures announced by the Malta Tourism Authority and the National Statistics Office last week, which showed that spend per tourist increased by 5.5% in the last quarter of 2024 and by 3% throughout the year. Total tourist spend throughout the year increased by 23.1%, reaching a record €3.3 billion.

“The financial health of our industry continues to improve, reinforcing Malta's ability to deliver value while maintaining sustainable growth. These results are testament to our country's enduring appeal and the tireless efforts of our industry professionals, demonstrating the industry's resilience and its ability to attract and retain visitors, even in an increasingly competitive global market," Deputy Prime Minister Borg added.

Looking ahead, the Deputy Prime Minister reiterated the need for all stakeholders to continue investing in Malta's tourism product, with a focus on quality, digital transition and sustainability. “Maltese hotels have an opportunity to attract the growing number of eco-conscious travellers by enhancing their sustainability practices. As a Mediterranean destination, embracing environmentally responsible tourism can become a unique selling point," he explained.

He also emphasised the increased focus on the digital transformation of tourism, calling on the hospitality industry to invest in AI-driven guest services and operational efficiency, gaining a distinct competitive advantage. Commenting on the findings of the Deloitte European Hotel Industry and Investment Survey, Deputy Prime Minister Borg highlighted the increased investor interest in the upper scale and luxury segments of tourism, while keeping the economy segment in focus. “Maltese operators should align with these trends by enhancing premium services," he said.

The Deputy Prime Minister reminded that the remarkable results of 2024 should not lead to complacency, insisting that, “together, we can build on these encouraging foundations, towards higher quality, more sustainable and more resilient tourism. The Government is committed to continue supporting all stakeholders in this direction."