BY TIM HEDGLEY, GROUP TRAVEL EDITOR
Malta bookings with Riviera Travel have surged 60% year-on-year, as more British travellers seek alternatives to overtouristed summer hotspots.
Demand for the destination has quadrupled since 2022, prompting the operator to expand its product range in response.
Growth is underpinned by Malta’s cultural familiarity and ease of access, qualities that continue to appeal to UK holidaymakers.
According to figures shared by Malta’s tourist board, international visitor numbers are up 30% overall, mirroring the sharp growth Riviera is seeing within its own customer base.
Joanne Lynn, Head of European Product at Riviera Travel, says “We find that many of our guests, who tend to be slightly older and well-travelled, are increasingly seeking destinations that feel both inspiring and responsible.
“While Spain and Greece remain firm favourites, there is a growing awareness of issues like overtourism and sustainability. Malta offers a refreshing alternative; rich in culture, easy to explore, and deeply familiar.
“With its frequent appearances on screen, from The Wives and The Madame Blanc Mysteries to Jurassic World and Gladiator II, Malta is naturally capturing attention. When you add in its accessibility and value, it is easy to see why it resonates so strongly with our travellers.”
“Malta offers all the charm of southern Europe but without the stress of overcrowded hotspots,” Lynn adds. “It’s that perfect blend of familiarity and new discovery.”
To meet this growing demand, Riviera has expanded its Malta portfolio for 2025 and 2026, including:
- Malta Uncovered – 8 days from £1,199pp | Explore historic Mdina and the colourful harbour of Marsaxlokk
- Highlights of Malta & Gozo – 8 days from £1,899pp | Includes Neolithic temple tours and a vineyard lunch
- Greece, Sicily & Malta on Star Flyer – 11-day ocean cruise from £2,999pp | Featuring stops in Athens, Gozo, and Valletta
Each itinerary includes hand-picked accommodation, curated excursions, expert Riviera tour managers, and new smaller group sizes for a more intimate travel experience—max. 36 on classic tours and 25 on signature departures.
With travel interest in Malta up 57% in recent weeks alone, Riviera’s upcoming European spotlight campaign is perfectly timed.
“These are more than holidays,” concludes Joanne “They’re immersive cultural journeys that go beyond the typical escape.”
Guests returning from Malta have praised the island’s charm and variety.
Gozo stood out for its peaceful character and scenic ferry crossing, offering a refreshing contrast to the mainland. Mdina’s timeless architecture and expert guides made it a consistent highlight, while Valletta’s rich history— particularly St. John’s Co-Cathedral and the Malta Experience—brought the island’s past vividly to life.
The Blue Grotto wowed with its dazzling coastal views, and Marsaxlokk’s colourful market and harbour provided the perfect finishing touch.
For more information or to book, visit www.rivieratravel.co.uk or contact your local travel agent.
