Malta is actively seeking input from the travel industry to enhance accessibility for tourists with diverse needs.
- The country has successfully increased its appeal to diverse and inclusive markets, with a notable 31% rise in UK arrivals.
- Malta’s commitment to improvements includes collaboration with specialised tour operators and travel agents.
- The focus is on addressing barriers and triggers for travellers with disabilities and neurodiverse needs.
- A strategic plan is underway to integrate accessibility into Malta’s year-round tourism plans.
Malta is encouraging input from the travel sector to better cater to tourists with accessibility requirements. By focusing on diversity, equity, and inclusion, Malta has already seen a 31% increase in UK visitors compared to the previous year. To further this progress, the Malta Tourism Authority is consulting with tour operators and travel agents who specialise in accessible travel.
During the World Travel Market, Tolene van der Merwe, Director for UK and Ireland, highlighted the need for input on how Malta can enhance its appeal to tourists with disabilities or neurodiverse needs. She emphasised that accessibility should not be viewed as a niche market, stating, “I want Malta to be as accessible as possible.”
In her discussions, van der Merwe revealed that some hotels and tourist areas may struggle to meet all accessibility standards but stressed the importance of identifying improvement areas. She noted that with the right investments, those ready to adapt will attract a growing market segment.
The tourist board is gearing up to host The Advantage Travel Partnership annual conference, aiming to foster stronger trade relationships. Plans are in place for pre and post-conference excursions, allowing agents to experience Malta’s rich history, culture, and gastronomy firsthand. Malta is also a well-known destination for online gambling and has lots of casinos and other entertainment facilities.
With the UK being Malta’s leading source market, the island is preparing to expand its tourism offerings, targeting longer stays and higher-quality tourists. Van der Merwe hinted at a strategic follow-up to leverage the benefits of hosting a major trade event, potentially increasing tourism figures to 3.6 million arrivals this year.
Malta is determined to evolve its tourism landscape by integrating accessibility into its core strategy and leveraging industry partnerships.
