Gozo Tourism Enjoys Better Numbers, Yet 74% Say Island Not Attracting Quality Visitors
Gozo’s tourism sector recorded a generally positive summer in 2025, with nearly half of operators reporting stronger performance compared to the same period last year, according to a new survey by the Gozo Tourism Association.
The survey, which gathered responses from accommodation providers, restaurants, diving centres, tourist attractions, transport operators and other tourism-related businesses, paints a mixed picture: solid growth supported by foreign tourists, but ongoing challenges and concerns about the island’s tourism product.
Stronger Summer — Driven by Foreign Visitors
From July to September 2025, 48% of respondents said business improved, while 33.8% reported similar levels to 2024 and 18.2% experienced declines.
Foreign tourism played a key role.
– 65.4% said the foreign market had a positive impact.
– 48.7% said foreign visitor numbers improved over 2024.
This highlights a growing reliance on international arrivals during peak months.
Domestic Tourism Stable
Local tourism remained largely unchanged.
– 57% said Maltese tourists had no major impact,
– 30% saw a positive effect, and
– 13% reported a negative one.
When compared to last year, 64% said domestic performance stayed the same.
Revenue Growth for Many Operators
Revenue trends were also encouraging:
– 61.5% described summer revenue as “good”,
– 6.4% rated it as excellent.
When compared to 2024, nearly 49% reported higher revenue.
Those who saw revenue increase mostly attributed it to higher prices (55.5%), more clients (51%), and better marketing (42%). Others pointed to new services or offers introduced this year.
Sector Still Battling Rising Costs and Staff Shortages
Despite the positive performance, respondents pointed to several ongoing problems.
The most common challenges were:
– Rising operating costs – 63.3%
– Staff shortages – 53%
– Increased competition – 29%
– Administrative red tape – 26.6%
– Skills Pass – 20.3%
Only 9% said they faced no challenges at all.
Operations Stable, But ‘Quality Tourism’ Concerns Stand Out
Operationally, most businesses reported stability compared to last year, with 59.5% seeing no change and 38% noting improvements.
However, when asked about “quality tourism,” the responses were striking.
– 74% believe Gozo is not attracting high-quality tourists.
– 63% feel Gozo is not yet offering a strong or high-value tourism product.
This suggests a clear gap between the type of tourists operators hope to attract and the experience they believe Gozo is currently offering.
The Gozo Tourism Association said the results highlight both the resilience of the sector and the need for continued improvements to position Gozo as a high-value destination in the years ahead.