A New Seasonality Concept

Social and climate challenges have brought about a need for tourism to be spread throughout the year. Malta shows how deseasonalisation can lead to sustainable growth.

Traditional seasons – i.e. specific periods of the year when the majority of tourist activities are concentrated – seem to be gradually becoming less significant. Global weather conditions are constantly changing and the climate is increasingly unstable and unpredictable, so it is necessary to radically rethink the way in which tourism flows are planned and promoted. Extreme climate events – such as heat waves, torrential rain and prolonged droughts – are creating considerable difficulties for beach tourism, which has traditionally been concentrated in the summer months.

Consequently, it is crucial to espouse a more flexible and dynamic outlook on seasonality, moving on from the notion of a strict time window and instead seeing it as a variable that can adapt to changes as they occur. Spreading tourism throughout the year not only enables a better response to climate change, but also serves as an effective strategy for reducing pressure on environmental resources, infrastructure and local communities during the high season.

Deseasonalisation in Malta

Malta is a fine example of how changes of this kind can be made. In recent years, the country has innovated and taken an intelligent, forward-thinking approach to its range of tourism services, adapting to the growing demand for off-season experiences. In 2024, the archipelago welcomed 3.56 million visitors, marking an increase of 20% on 2023. This figure bears witness to growth in terms not only of quantity but also of quality, thanks to a tourism diversification strategy.

The peak time for tourists in Malta is no longer necessarily in July and August. In many cases, demand has been seen to shift towards May, September and even October. They are all months when the climate is mild, and cultural, outdoor, and food & wine experiences are particularly popular. Thanks to a climate that is more appealing than other European destinations, even during the winter Malta manages to attract travellers who are interested in relaxing breaks, cultural tours or well-being retreats.

The key to its success lies in a series of targeted investments: efficient infrastructure, improved transport even during the low season, cultural events and festivals throughout the year, and intelligent promotion initiatives that look beyond simple sun, sea and sand, showcasing history, art and nature.

The island of Malta is now one of the best performing tourist destinations at all times, including during the off season. The extended tourism calendar fosters loyalty among visitors, who can enjoy authentic, calmer experiences. It helps to develop repeat tourism, based on stronger, longer-lasting relationships with the area.

Moving towards more balanced tourism

The Maltese model shows that deseasonalisation can be not only a response to new climate challenges, but also a concrete opportunity to embark on a new process of sustainable, inclusive development.

The Smarties for SMEs project is moving in this direction, by helping small and medium enterprises to take a fresh, regenerative approach to tourism. The objective is to do more than just reduce the negative impact of tourism activities, and generate positive, lasting value for territories.

In an increasingly unstable global scenario in which travel habits are changing quickly, destinations that are capable of adapting, innovating and planning strategically will be capable of building a more resilient, balanced and sustainable future for tourism.