MTA launches AI platform providing access to Malta tourism data

The Malta Tourism Authority (MTA) has launched a public AI Tourism Platform, a centralised digital resource offering free access to comprehensive, data-driven insights into tourism in Malta, a statement said. The launch coincides with World Tourism Day 2026, whose global theme this year, 'Digital Agenda and Artificial Intelligence to Redesign Tourism,' reflects the very innovation the platform represents. The platform brings together, for the first time in one place, two of the most authoritative sources of tourism data available on the Maltese Islands. The MTA Traveller Survey provides a detailed profile of visitor behaviour before, during and after their trip to Malta, covering travel behaviour, motivations, satisfaction levels and more. It also includes official statistics from the National Statistics Office (NSO) on inbound tourism, including arrivals, nights stayed, expenditure and other key national indicators. By consolidating these sources into a single, AI-powered interface, the platform allows tourism operators, policymakers, researchers, journalists and the general public to explore up-to-date, reliable information about Malta's tourism performance without needing to navigate multiple databases or reports, the statement said. The platform is designed to support evidence-based decision-making across the tourism industry, helping stakeholders align their actions with Malta's strategic tourism objectives. Minister for Tourism Jo Etienne Abela said that Malta's tourism success must be matched by the ability to understand, anticipate and shape the future of the sector. "Artificial intelligence and digital innovation are opening new possibilities for how we use data, make decisions and plan for the years ahead. With this platform, we are putting technology at the service of a stronger, smarter and more sustainable tourism sector, ensuring that Malta continues to lead through innovation while remaining focused on the quality of the visitor experience and the long-term interests of our country," he said. Chief Executive Officer of the Malta Tourism Authority Carlo Micallef said that tourism is no longer shaped by yesterday's numbers; it is shaped by how intelligently we understand and act on the data available to us today. "With the launch of the AI Tourism Platform, we are putting reliable tourism intelligence directly into the hands of the people who shape Malta's visitor economy. This is more than a digital tool, it is a step towards a smarter, more agile and more sustainable tourism industry, where better information leads to better decisions, stronger experiences and greater value for Malta," Micallef said. "By embracing AI and innovation, we are ensuring that Malta is not simply responding to the future of tourism, we are helping to shape it," he added. The AI Tourism Platform was developed by the Malta Tourism Authority in collaboration with the National Statistics Office (NSO), with funding from the Malta Digital Innovation Authority (MDIA). It reflects Malta's commitment to leveraging emerging technologies to strengthen the competitiveness and sustainability of its tourism sector, a priority that aligns closely with this year's World Tourism Day theme, the statement said.