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.

Malta’s Strategy at FITUR 2026
- Spokesperson: Francesca Vincenti, Senior Director of Marketing at the Malta Tourism Authority.
- Objective: Strengthen Malta’s presence in the Spanish-speaking market and expand influence into South America.
- Rationale: Spain is one of Malta’s key outbound markets, and FITUR offers direct engagement with tour operators, airlines, media, and consumers.

Tourism as Malta’s Economic Engine
- 2024 Performance:
- 3.56 million visitors (+19.5% vs. 2023).
- €3.3 billion in spending.
- Average spend per visitor: €924.
- 2025 Outlook: Expected to reach 4 million tourists.
- Employment Impact: ~25,000 jobs tied to tourism and hospitality.
- Cultural Role: Tourism sustains Malta’s heritage, gastronomy, and vibrant events calendar.

Strengths Highlighted
- Year-round destination: Mild winters, cultural events, and diverse experiences beyond summer.
- UNESCO World Heritage sites: Valletta and megalithic temples (among the world’s oldest free-standing structures).
- Natural attractions: Gozo’s rural charm, Comino’s Blue Lagoon.
- Adventure tourism: Renowned scuba diving destination.
- Niche segments: Film tourism, sports tourism, food and wine tours.
- Innovation & Sustainability: Smart mobility, green initiatives, digital transformation.

FITUR 2026 Showcase
Stand Design: Dynamic meeting hub for B2B appointments between Maltese DMCs, hoteliers, airlines, and Spanish partners.
Activities:
- Interactive digital experiences.
- Networking sessions & press conferences.
- Co-exhibitors from Malta’s hotel industry presenting products.
Themes: Sustainability, green & blue initiatives, innovation, inclusivity.

✅ Bottom Line: Malta is positioning itself as a year-round cultural and experiential destination at FITUR 2026, with a clear focus on the Spanish-speaking world and South America. This aligns with global tourism trends of sustainability, innovation, and diversified travel experiences.