Malta’s tourism authority reported a notable rise in visitors from North America during the first half of 2018. Arrivals from the United States increased by 28.2 percent, while Canadian arrivals grew by 23.5 percent.
“English being an official language contributes significantly to Malta’s appeal for North American travelers,” said Michelle Buttigieg, North American representative for the Malta Tourism Authority. “Visitors also appreciate Malta’s reputation as a safe, peaceful and stable EU democracy, and many find it offers better vacation value compared with pricier European destinations.”
Buttigieg attributed the growth to sustained promotional efforts. “Our campaigns focus on niche markets that highlight the varied experiences available across Malta and Gozo. We’ve also prioritized proactive outreach with major journalists and social media influencers in the U.S. and Canada, which has generated strong media coverage.”
The surge in interest was bolstered by Valletta’s designation as the European Capital of Culture in 2018. That recognition brought intensive promotion and a packed calendar of festivals and events that attracted international attention. Valletta’s 2018 program included highlights such as the Malta International Food Festival and the Valletta Film Festival, among other cultural offerings.
Together, targeted marketing, media engagement and high-profile cultural programming helped position Malta as an increasingly attractive destination for North American travelers seeking language ease, cultural richness and value-driven travel experiences.