Tourist spending in Malta rose sharply in the first quarter of 2026, reinforcing the government’s focus on driving higher-value tourism rather than simply increasing visitor numbers.According to the latest figures published by the National Statistics Office, total expenditure by inbound tourists between January and March reached €584.7 million, an increase of €76 million, or 15%, compared to the same period last year .The data highlights continued growth in tourism revenue, alongside rising visitor volumes and nights spent, suggesting that spending is keeping pace with the sector’s expansion.Reacting to the latest figures, Tourism Minister Ian Borg described the performance as Malta’s “strongest winter for tourism”, emphasising the importance of value creation within the industry.Borg pointed to the increase in spending as a key indicator of resilience, particularly for workers and businesses that depend on tourism.The figures also show how Malta’s tourism sector has evolved over time. Compared to 2013, total expenditure for the same period has increased by more than €420 million, underlining the long-term expansion of the sector .Beyond the headline numbers, the breakdown of spending shows that non-package travel continues to play a significant role, with expenditure in this category rising year-on-year. Spending on accommodation, transport and other activities also recorded increases, reflecting broader visitor engagement with the local economy.Average per capita expenditure edged higher as well, reaching around €725 per tourist for the first quarter, suggesting a gradual shift towards higher-value visitors .The data aligns with Malta’s broader tourism strategy, which has increasingly focused on attracting visitors who stay longer and spend more, rather than prioritising volume alone.However, the figures also come against a backdrop of growing pressure on infrastructure, sustainability concerns and the need to balance growth with quality of experience.While the latest numbers point to continued momentum, the long-term challenge remains how to maintain this trajectory without placing strain on the island’s resources.For now, the increase in spending provides a clear signal that Malta’s tourism model is shifting — with value, rather than volume, becoming the key measure of success.•