Francesca Vincenti: Malta's participation in FITUR 2026 was highly positive and strategic.
Francesca Vincenti, Senior Marketing Manager at the Malta Tourism Authority, says that "our participation in FITUR 2026 was highly positive and strategic, as it allowed us to consolidate our positioning in the Spanish market". During the fair, Malta's stand hosted "an intensive programme of professional activity including 23 business meetings with key players in the tourism industry". In parallel, "up to seven meetings and interviews were held with leading journalists and influential media professionals, which contributed to strengthening the positioning and visibility of the destination in the Spanish market through high quality editorial coverage".
How would you sum up Malta's participation in FITUR 2026?
Malta's participation in FITUR 2026 was highly positive and strategic, as it allowed us to consolidate our positioning in the Spanish market. The trade fair proved to be an ideal platform for strengthening relationships with key travel industry partners, airlines, media and opinion leaders, while reinforcing Malta's image as an attractive, quality destination with a strong year-round proposition.
The destination's excellent performance in 2025, with more than four million international tourists and a total tourist spend of close to 3.9 billion euros, demonstrates Malta's sustained attractiveness and growth, a momentum that FITUR is helping to reinforce in priority markets such as Spain.
The high level of professional interaction and media interest also confirmed FITUR's strategic role in our international promotion strategy.
Tell us about the number of visitors to your stand, the business meetings and the activities you held
During FITUR 2026, the Malta stand hosted an intensive programme of professional activity that included 23 business meetings with key players in the tourism industry. In parallel, up to seven meetings and interviews were held with leading journalists and influential media professionals, which helped to reinforce the positioning and visibility of the destination in the Spanish market through high quality editorial coverage.
The stand also received visits from some noteworthy institutional dignitaries, including the Maltese Ambassador and Consul Danilo Bonicci, highlighting the importance of Malta's presence at FITUR. In addition, the visit of the internationally renowned cyclist Alberto Contador had a significant impact on the interaction with the general public, serving as a showcase to highlight VisitMalta's sponsorship of the Polti Cycling Team and reinforcing the destination's association with sports tourism and international competitive excellence.
Malta's participation was also reinforced by its presence at FITUR Cruises, where Valletta was distinguished as "Best Global Cruise Port of Call", a highly prestigious recognition that consolidates Malta's position as a leading cruise destination worldwide.
What attractions did you promote and what messages did you convey to the general public?
The stand highlighted Malta's rich cultural and historical heritage, including its UNESCO World Heritage Sites such as Valletta and the Megalithic Temples. Emphasis was placed on promoting Malta as a year-round destination, highlighting its mild climate, varied cultural calendar, gastronomy and an offer of authentic experiences outside of the summer season.
The most recent data supports this positioning: in December 2025, Malta welcomed more than 208,000 holidaymakers and the total number of overnight stays increased by 13.6% compared to the previous year, demonstrating the success of initiatives aimed at reducing seasonality and attracting all-year-round visitors.
Niche segments such as cruise tourism, sports tourism, film tourism and diving were prominently promoted, along with the rural charm of Gozo and the coastal and urban landscapes of the Maltese archipelago. Sustainability, quality tourism and innovation were the key messages, aligned with the country's long-term tourism vision.
Over the course of the weekend when the event is open to the general public, the stand also incorporated experiential activities designed to appeal to the end consumer, including an immersive cycling-themed activation linked to Malta's sports tourism offer. This interactive experience allowed visitors to connect with the destination in a dynamic and memorable way, reinforcing Malta's positioning as an active and experiential destination.
What impact will your presence at FITUR have on Malta's trade and tourism demand?
Our presence at FITUR 2026 will contribute directly to strengthening commercial bonds with the Spanish market and expanding collaboration with both industry partners and the media. It is hoped that the business meetings held will result in new strategic alliances, further development of the destination's programming and improved connectivity.
The media exposure achieved, together with the radio interviews, have increased brand recognition among Spanish travellers, while the award obtained from FITUR Cruises reinforces Valletta's position as one of the world's leading cruise destinations. Overall, FITUR 2026 played a key role in driving future demand, supporting sustainable growth and positioning Malta as a diverse and high quality destination for multiple market segments.