Malta On Top of 2024 Travel Trends

Tuesday, Nov 14, 2023 0

The Mediterranean paradise is ahead of the curve

With more than 300 days of sunshine a year, one of the highest in Europe, it’s no surprise Malta is popular amongst British travellers, but the island is more than just a Mediterranean paradise. Leading the way across top 2024 travel trends such as set jetting and cultural tourism. Below, discover what makes Malta a top destination for 2024.

Set-Jetting – Gladiator 2, Napoleon and Troy

New research reveals that more than a third (37%) of British travellers have previously visited a destination because a favourite film or TV show has been filmed there, with a further 45% of those surveyed who haven’t travelled expressing a desire to do so.

As a nation we love nothing more than getting settled on the sofa and being whisked away to an exotic paradise (both fictional and otherwise) through the power of film and television, leaving many of us with a burning desire to visit these locations ourselves (90%).

Thanks to the plethora of entertainment available at our fingertips, and the rise in the nation’s binge-watching habits, movie tourism or ‘set-jetting’ as it’s better known is a trend that is continuing to grow.

From Sci-Fi’s (31%) and drama’s (31%) to thrillers (30%) and rom-com’s (26%), fans of every style are interested in visiting their favourite destination from the big or small screen, however the genre that we would most like to get up close to are those of historical epic’s such as Gladiator, Troy, or this year’s next blockbuster, Napoleon (45%).

Directed by Ridley Scott and staring Academy Award winner Joaquin Phoenix, Napoleon is set to be released later this month and is the latest in a long line of hit movies to be filmed in Malta (along with Gladiator, Troy, and Jurassic World: Dominion amongst others).

The Malta Film Studios has been operating for more than half a century and is one of the largest production facilities in the world having serviced over 200 feature films, TV shows, documentaries, and commercials.

Culture Tourism – Malta’s Inaugural Biennale

A nation of ‘culture vultures’, cultural enrichment is high on the list for Brits looking to get away this winter. With Malta set to host its first art biennale, the archipelago is ready to offer something new to travellers.

New research reveals an overwhelming majority of Brits (93%) are interested in soaking up local arts and culture when holidaying abroad. Almost two thirds of those surveyed (63%) have visited a location because of the arts and cultural experiences they have on offer with a destination’s cultural offering (61%) amongst the key considerations for Brits when deciding on where they holiday abroad.

With over 7,000 years of history, the Maltese Islands are steeped in culture and heritage which is reflected in the country’s national architecture and collections, so much so that the nation’s capital – Valletta, was named European Capital of Culture in 2018 becoming the first world heritage city to achieve this. The survey reveals that four in five of us (81%) would be more inclined visit a destination if it was given the title of ‘European Capital of Culture’ positioning Malta, and Valletta in particular, as a fantastic destination for Brits looking to get away for some cultural enrichment this winter.

The islands are crammed with striking remnants of the past including ancient wonders built by Malta’s early inhabitants 5,000 years ago such as the medieval fortress city of Mdina with its foundations in the Bronze Age, and the forts and fortifications around the Grand Harbour built by the Knights of St John.

The arts also play a huge role in Maltese culture with The National Museum of Fine Arts exhibiting some magnificent art, ranging from the early Renaissance, and the island’s theatres and opera houses offering a wide selection of plays, musicals, operas, and concerts. In 2024, Malta is to host their first art biennale, which has just been granted UNESCO Patronage and will further establish Malta’s credentials as a destination for art and culture enthusiasts.