European destinations across the continent are struggling to manage the effects of an ever-growing number of tourists.
The Canary Islands were named on Fodor’s ‘No List’ for the first time this year — with overtourism blamed for polluted beaches, spiralling rental costs and community erosion.
It’s a problem mirrored across southern Europe, in cities such as Venice, Barcelona and the Greek islands of Santorini and Mykonos.
But as tourists seek out alternatives to busy hotspots, there’s one destination that’s welcoming tourists with open arms: Malta.
The Mediterranean islands (seven in total with three inhabited: Malta, Gozo, and Comino) have experienced an unprecedented tourism boom. In 2025, for the first time ever, Malta International Airport served more than 10 million passengers.
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It’s great news for the economy, but in a country with around 600,000 residents, there’s now seven tourists for every local.
So, as Brits continue to flock to the islands, what’s in store for this slice of paradise?
Where is Malta, what's the weather like and why is it so popular?
Malta enjoys over 300 days of sunshine a year, where temperatures regularly exceed 30°C in summer. Even in winter daytime highs are around 17°C.
Perfect for those looking to ‘fly and flop’, there’s lots to see and do here, from wandering around the capital, Valletta, to visiting the famous Blue Lagoon, on Comino.
For Brits, Malta is only a 3-hour 30-minute flight from the UK, and there’s a familiarity about the place — English is the official language, and driving is on the left.
Additionally, Malta is one of the most LGBTQ+ friendly countries in the world. For 10 consecutive years, it’s ranked first on the ILGA-Europe Rainbow Map.
Malta’s tourism over the years
Pre-pandemic, Malta had a healthy, yet modest tourism industry. In 2019, the islands welcomed 2.8 million visitors.
Then Covid hit, and tourism plummeted across the world — but while some destinations have struggled to recover their numbers, Malta is a success story.
After surpassing their pre-Covid levels in 2023, tourist figures continued to soar, with 3.6 million visitors flocking to the islands in 2024. Last year, that number hit nearly 4 million.
According to Nicholas Smith, holidays digital director at Thomas Cook Malta, it’s for good reason.
He tells Metro: ‘With sunshine for most of the year and competitive pricing, Malta is increasingly being seen as a smart alternative to Spain and the Canary Islands, particularly in winter, with the added benefit of being compact and easy to explore.’
It’s a strategy reflected in bookings. Nicholas says: ‘Thomas Cook has seen a 59% increase in bookings year on year in 2025, reflecting growing demand for destinations that combine warmth, culture and value.’
And it’s no surprise that Malta’s official tourism board, Visit Malta, is delighted by the boom.
Tolene van der Merwe, director for Visit Malta, UK & Ireland, tells Metro: ‘We’re thrilled to see Malta’s tourism continuing to grow, and that our efforts to make the islands more accessible for UK visitors are paying off.’
‘There’s more creativity across the hospitality scene’
In 2025, Malta’s Tourism Authority announced that the country registered record tourism spending of nearly €4 billion (£3.5 billion) — the highest in the European Union.
According to Francesca De Falco, regional manager at GetYourGuide, this economic boost is being felt across the industry.
‘The growth isn’t just benefiting one type of business,’ she tells Metro. ‘It’s spreading.
‘Boat tours lead the way, while bus tours account for 19% of all bookings, and day trips 13%.’
Kayaking, cultural walking tours, and food experiences are reaping the benefits too.
‘The money is reaching more of the island than it used to, expanding to maritime operators, cultural sites, transportation providers, and food establishments that might not have seen this level of demand a few years ago,’ she says.
Dani Von Brockdorff, 36, was born and raised in Malta, and currently runs the Bell & Bastion, a rooftop bar and restaurant in Gozo. She says there’s been a ‘noticeable’ shift in tourism on the islands.
‘For us in Gozo, tourism is a big driver, so the increase in visitors has been positive overall,’ she tells Metro.
‘It brings energy, and visitors are often more open to trying new places and experiences, which really supports newer concepts like ours.
‘There’s more variety in cuisines, and we’re seeing more design-led spaces, where a lot of thought goes into the overall look and feel, not just the food. People are creating places that feel distinctive and enjoyable to spend time in.
‘There’s also been a big increase in events and themed nights, as well as more live music, even out on the streets in some areas, which adds to the overall atmosphere.
‘It feels like the overall standard is rising, with more creativity across the hospitality scene.’
An increase in Malta’s nightly eco-tax charge (rising from 50 cents to €1.50) will also lead to further investment in the sector.
Finance Minister Clyde Caruana stated in a Budget speech in October: ‘We all must realise that quality tourists expect the best product during their visit.
‘We therefore need to ensure that there is more investment in the infrastructure and the environment of certain zones.’
‘Malta is being degraded to a filming location for tourists’
It’s not all good news though. Francesca notes that overcrowding is becoming a problem. She says: ‘The Blue Lagoon on a summer morning can feel overwhelming. Comino, Valletta’s busiest street, and certain boat routes are all feeling the strain.’
Meanwhile, travel photographer, Johan Siggesson, who has lived in Malta for 10 years says that once-peaceful spots such as the nature reserves at Simar, or parts of coastal walking paths in Gozo, are affected by over-parking and foot traffic.
He tells Metro: ‘The fact that Malta can be degraded to just a filming location for tourists who refuse to learn about the history of the country is a shame.
‘The unique open spaces that used to be a signature feature of the islands are becoming less and less — stretches of countryside, coastal areas, and other parts of Gozo’s cliffs or rural Mellieha that historically looked untouched now look developed.’
For business owner, Dani, the central issue is a lack of infrastructure to support more visitors.
She says: ‘As a local, you do notice things like busier roads, more congestion, and pressure on buses and shared resources, as well as an increase in noise in certain areas.
‘It’s not necessarily about tourism itself being negative, but more about how quickly things have grown and how that’s managed.
‘From a business perspective, it can also feel quite uneven — very busy bursts followed by slower periods which makes it harder to plan staffing and operations consistently.’
How can tourism be managed in Malta?
According to Francesca, there are ways to handle the pressure. She says that spotlightinglesser-known experiences, timed entry at major sights, and off-peak incentives are all important strategies.
‘Imagine arriving in Malta and instead of joining the queue at the Blue Lagoon, you’re on a boat to a quieter cove,’ says Francesca.
‘Instead of the busiest street in Valletta at 10am, you’re having breakfast in a Gozo fishing village.’
And according to Tolene from Visit Malta, authorities are already working on these solutions.
‘We encourage travellers to visit during the shoulder season and to explore our sister island, Gozo, helping to spread visitor numbers more evenly and enhance the experience for everyone.
‘We’re committed to sustainable growth, carefully managing popular sites like the Blue Lagoon through its regulated booking system, which has led to a 68% decrease of visitors to the site.’
Visit Malta also has a long term roadmap, Malta Vision 2050, which Tolene describes as ‘guiding Malta’s economic, social, and environmental development over the next 25 years.’
She adds: ‘This will ensure tourism continues to benefit both visitors and local communities for many years to come.’
For locals like Dani, it’s about ensuring Malta thrives in a way that works for everyone.
‘Tourism is incredibly important,’ she says. ‘It’s really about finding a balance where tourism continues to grow in a way that’s sustainable for both businesses and everyday life on the islands.’
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