Malta enters 2026 with momentum on its side. Record visitor spend, stronger connectivity, a broader tourism offer, and closer cooperation among stakeholders, made 2025 a standout year.But success brings its own challenge: how to consolidate growth without putting pressure on our quality of life and the environment. The answer lies not in doing more of the same, but in sharpening priorities, as we reposition our tourism model for a more competitive, experience-driven global market.Here are eight 2026 objectives that we are pursuing together with all those involved in this critical industry.1. A truly year-round destinationReducing seasonality strengthens resilience. By strategically focusing its marketing efforts, the Malta Tourism Authority (MTA) is spreading demand across the calendar. With more tourists visiting us in the shoulder months for culture, sports, city breaks, conferences and events, our tourism becomes an even more resilient economic activity, especially for our workers.2. Experiences that add valueToday’s traveller wants meaning, not checklists. Malta’s edge lies in the multitude of authentic experiences it can offer. We already have the most essential ingredients – from heritage and gastronomy to diving, artistic talent and village life. Curating them as part of unique journeys of discovery can generate higher value, without higher volumes. This is why we are redefining our tourism sponsorships criteria, prioritising activities that celebrate our distinct culture and heritage, especially off-peak.3. Future-ready accommodationFollowing last year’s extensive public consultation, the Tourism Ministry will soon publish new regulations to realign our collective and non-collective accommodation mix, as it evolves with the demands of our visitors today and tomorrow. Excellent levels of service, sustainability, design and experience now matter more than the number of rooms, or prices, we can offer.4. Communities as partnersTourism works best when communities benefit directly, and not when they bear the brunt of unsustainable practices. Through the tourism community support pilot project that we are implementing with the Swieqi and Valletta local councils, we are providing the required resources to tackle specific tourism-related challenges in these localities, with a view to extending this collaboration to other areas as well. Meanwhile, infrastructural investment, such as the recent regeneration of Birgu’s piazza, and ongoing projects in Buġibba and Rabat, as well as increased support to local traditions and cultural initiatives, ensure that communities remain protagonists in their own neighbourhoods.5. Smarter air connectivityConnectivity remains essential. New long-haul routes, including the upcoming Malta–New York flights, will help to continue diversifying our markets and attract higher-spending visitors, while strengthening Malta’s global reach. We will intensify efforts to continue facilitating new routes from targeted markets that can positively contribute to our long-term tourism goals.6. Environmental stewardshipNature is not just Instagrammable backdrops – it’s one of our most precious resources. Initiatives like the Blue Lagoon Rehabilitation, in close cooperation with eNGOs, are showing us how an enhanced visitor experience and ecological conservation can go hand in hand, protecting fragile sites for future generations.7. Digital at every stageDigital tools and AI are redefining tourism. Through different support initiatives, we are determined to stimulate this transition across all tourism services – from planning and booking to workforce management and on-site visitor operations. The MTA is also adopting new AI tools to better plan and manage tourism flows, as well as to target, monitor and calibrate its marketing campaigns overseas.8. A global voice in tourism’s futureHosting the World Tourism and Travel Council Global Summit later this year will place Malta at the heart of international tourism cooperation. It is also an opportunity for our country to foster new partnerships with some of the world’s industry giants, as we showcase the vast tourism potential of Malta and Gozo.Tourism is changing fast, and destinations that stand still risk falling behind. The road ahead is clear – consolidation, strategic focus and determined leadership. Together, we can steer our tourism industry to a more resilient future – ready for what comes next.Ian Borg is the Deputy Prime Minister and Minister for Foreign Affairs and Tourism of Malta.•