VALLETTA, Feb. 17 (Xinhua) -- Malta's Tourism Minister Ian Borg on Monday called on hoteliers and tourism operators to invest in environmental sustainability, AI-driven systems, and higher-quality premium services to secure the sector's long-term success.
Borg, who also serves as deputy prime minister and foreign minister, emphasized the importance of continuous investment in Malta's tourism industry, particularly in quality, digital transition, and sustainability.
He highlighted the opportunity for Maltese hotels to attract eco-conscious travelers by enhancing their green practices. "As a Mediterranean destination, embracing environmentally responsible tourism can become a unique selling point," he said.
Borg made the statement at a conference where Deloitte presented its quarterly tourism industry report, which revealed that revenue per room for four- and five-star hotels increased by about 7 percent in 2024. Forward bookings for the first half of 2025 also show strong growth compared to the previous year.
The findings align with Malta's record-breaking 2024 tourism figures, which saw tourist spending rise by 5.5 percent in the last quarter and 3 percent for the year. Total tourist expenditure surged by 23.1 percent, reaching a record 3.3 billion euros (3.5 billion U.S. dollars). ■
