Francesca Vincenti: Malta to strengthen its presence in the Spanish-speaking market at FITUR 2026
Tourism is one of the main pillars of Malta's economy and cultural identity, as Francesca Vincenti, Senior Director of Marketing at the Malta Tourism Authority,points out. In 2024 the archipelago received 3.56 million visitors, a 19.5% increase, and generated a spend of 3.3 billion euros.
According to Vincenti, "For Malta, FITUR is a strategic platform to strengthen our presence in the Spanish-speaking market, as well as an important area of influence for trade from South America". At FITUR 2026 the country will be showcasing its UNESCO World Heritage sites, some of the world's oldest structures, its reputation as one of the best destinations for scuba diving, and multiple cultural experiences.
What role does tourism play as Malta's economic engine?
Tourism is a fundamental pillar for Malta's economy and cultural identity. In 2024, Malta welcomed a record 3.56 million visitors, representing a 19.5% growth over 2023 and generated 3.3 billion euros in spending. Each visitor spent an average of 924 euros, reinforcing the role of tourism as a key economic driver. By 2025 it looks set to reach the figure of 4 million tourists. The sector contributes significantly to employment, with around 25,000 jobs related to tourism and hospitality. Beyond the numbers, tourism underpins Malta's heritage, gastronomy and vibrant events calendar, making it vital for both economic and social development.
What are Malta's other tourism strengths?
An interesting aspect is Malta's role as a year-round destination. Unlike many Mediterranean destinations, Malta offers cultural events, mild winters and diverse experiences beyond the summer season. Another area worth exploring is how Malta is embracing digital transformation and sustainability in tourism, from smart mobility to green initiatives, in line with global trends presented at FITUR.
How is Malta approaching its participation at FITUR 2026?
FITUR is one of the most influential tourism fairs on the international calendar and for Malta it is a strategic platform to strengthen our presence in the Spanish-speaking market, as well as being an important catchment area for trade from South America. Spain is one of Malta's main outbound markets and FITUR allows us to interact directly with tour operators, airlines and the media, as well as with consumers throughout Spain.
The 2026 edition will be particularly significant as it emphasises innovation, sustainability and inclusivity, which fits perfectly with our vision of quality tourism. Our participation ensures visibility for the destination, fosters partnerships and strengthens Malta's position as the perfect year-round destination for culture, gastronomy and experiential travel.
What will you be presenting at the trade fair?
At FITUR 2026, we will be showcasing Malta's UNESCO World Heritage sites, including the historic capital, Valletta, and the megalithic temples, some of the oldest free-standing structures in the world. Highlights include the rural charm of Gozo, the Blue Lagoon of Comino and Malta's reputation as one of the best destinations for scuba diving. Cultural experiences such as festivals, food tours and wine tours will also feature prominently, along with our growing niche segments such as film tourism and sports tourism.
What will your stand look like and what activities do you have planned for it?
Our stand will be conceived as a dynamic meeting centre for B2B appointments between Maltese DMCs, hoteliers and airline representatives and Spanish business partners, airlines and the media. We plan to integrate interactive digital experiences to immerse visitors in Malta's active segment, as well as highlighting our rural and urban landscapes and heritage. There will be networking sessions, press conferences and opportunities for Malta's hotel industry co-exhibitors to present their products. Sustainability, green and blue initiatives and innovation will be key themes, reflecting Malta's commitment to responsible tourism.