The Malta Tourism Authority is eager to share the country’s culture and heritage with travellers from Asia-Pacific, from settlements built by the Phoenicians to mediaeval fortifications installed by knights.

“Although Malta is a well-known holiday destination in Europe, it is still an emerging destination in Asia-Pacific. The tourism market in Asia-Pacific holds great potential for us, with many travellers having already visited Europe in the past, but still eager to explore deeper cultural gems and unique local customs,” said Monica Wu, regional marketing manager, Malta Tourism Authority, at the organisation’s first networking event in Singapore on October 22.

She noted that there was growing interest in Malta among travel consultants as they sought new destinations to present to their clients.

“Asian tourists are very experienced in many places. They want something different, and we can give it to them,” she added.

Malta, a small island in the middle of the Mediterranean sea, is often referred to as the ‘heart of the Mediterranean’. With a rich history that dates back centuries, Malta is part of the European Union and a Schengen country, which, Wu noted, Singaporean and Malaysian travellers do not need visas to enter.

Malta received 2.97 million tourists in 2023, a 30.1 per cent increase from 2022’s 2.28 million. The largest share of tourists from Asia-Pacific came from Australia at 53,000, followed by China at 11,000, while tourists from South-east Asia made up 10,000.

To enhance the destination’s visibility, the Malta Tourism Authority is focusing on building brand awareness through digital marketing and media partnerships and positioning the destination in the mid- to-high-end market.

“We have found that travellers from the Asia-Pacific region tend to have extensive overseas travel experience and often place greater emphasis on ‘experiential’ destination products. The quality of accommodation and dining are important for them. At the same time, they are also particularly concerned about the safety of the destination,” shared Wu.

The Malta Tourism Authority’s strategy focuses on several unique characteristics of the country. These include Malta’s storied cultural heritage, Mediterranean cuisine and traditional cooking methods, and outdoor activities from diving to cycling.

Religious tourism – the country is predominantly Catholic – and screen tourism are also two popular themes that visitors enjoy, added Wu. The destination has been featured in Jurassic World, Game of Thrones and computer game Assassin’s Creed.

Getting “quality tourists” is an important part of its tourism strategy, stated Wu. As its efforts in wooing the longhaul market are still in the early stages, the key is to establish the Malta brand rather than attracting mass tourists.

Several reports have noted that Malta faces overtourism. Currently in place is a Malta Tourism Strategy by the government that outlines its plans up till 2030 for long-term sustainable and responsible development of its tourism sector.

More hotels are currently being developed in Malta. At present, Malta has 17 five-star hotels and 47 four-star hotels, providing a total of approximately 11,700 beds, as well as many three-star hotels and guesthouses.

“In our future marketing efforts and collaborations with the trade, we will focus on building a positive reputation and sustainable destination image in the Asia-Pacific region,” said Wu.