Mediterranean destinations need to balance growth with sustainability as the tourism industry continues to evolve, Tourism Minister Ian Borg said.

Addressing the 10th edition of the Mediterranean Tourism Forum, Borg highlighted the need for destinations around the region to work towards digital transformation and respond to changing expectations as travellers shift towards more experience-based tourism.

He said Malta’s tourism strategy is shifting towards year-round travel, product diversification, stronger community involvement, and the integration of sustainability in every aspect of the tourism offering.

Borg also underscored the importance of the new AI tourism platform which will gather real-time data and analysis to support smarter governance and investment.

“The Mediterranean has enormous potential, but to remain strong we must evolve — by strengthening sustainability, embracing authentic experiences, and placing innovation and artificial intelligence at the heart of our tourism strategy. As visitors increasingly seek deeper and more meaningful connections, it is our responsibility to protect what makes the Mediterranean unique, while ensuring that our growth remains sustainable and beneficial to our communities,” he said.

Throughout the week, the tourism minister also visited several initiatives organised as part of the forum including hospitality training programmes, sector-related competitions, cultural exhibitions, as well as the Mediterranean Tourism Knowledge Exchange and Policy Conference for international researchers and academics.

The forum featured the Malta Tourism Awards hosted by President Myriam Spiteri Debono, and the concert Mediterranean Stars – Beyond the Sea performed by the Mediterranean Orchestra under the direction of Maestro Bruno Santori.