VisitMalta+

What VisitMalta+ does

VisitMalta+ is the official digital destination marketing platform of the Malta Tourism Authority, a Maltese government state entity, covering the islands of Malta, Gozo, and Comino. The platform operates two consumer-facing surfaces: a multilingual responsive website at visitmalta.com (available in 10+ languages) and the VisitMalta+ native mobile application distributed via the App Store (iOS) and Google Play (Android). The website presents a comprehensive content and services catalogue including an events calendar, an accommodation directory, a 'Book Your Trip' booking facilitation module, an 'Inspire Me' editorial blog, and topic verticals spanning history, culture, gastronomy, diving, churches, weddings, sustainable tourism, cruises, nightlife, studying, wellness, and family activities. The VisitMalta Incentives & Meetings (VMIM) division at vmim.visitmalta.com extends the offering into the B2B MICE (Meetings, Incentives, Conferences, Events) segment.

The platform does not produce a commercial product sold to users; it is free to consumers and funded as part of the Malta Tourism Authority's national destination marketing mandate. Its go-to-market is direct-to-consumer via web and mobile, supplemented by distribution partnerships (Omio Group, reaching 1B+ users across 46 countries), media collaborations (Dolce Media Group for the North American 'La Dolce Vita in Malta' book), and an active social presence on Facebook, Instagram, X (Twitter), and YouTube, plus email newsletter. The advertised revenue model is 'Tourism Promotion Services' — effectively advertising and destination positioning — with the platform positioned alongside other national tourism boards such as Visit Brazil and the Croatian National Tourism Board.

The platform serves a horizontal mix of seven persona segments: leisure tourists (primary), wedding couples, international students, cruise passengers, MICE/business travelers, adventure & sports travelers, and families. Leadership in the source material is represented by Director Alaine Ciantar; no broader management team is disclosed. Founded in 2019, VisitMalta+ is classified as a private government state entity with no external investors, no funding rounds, no M&A activity, and no disclosed headcount.

Name

VisitMalta+

Legal name

VisitMalta

Website

https://visitmalta.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

VisitMalta+ is the official tourism platform of the Malta Tourism Authority, a Maltese government destination marketing organization. It provides a multilingual website and iOS/Android mobile app offering travel information, events, accommodation listings, and planning resources for visitors to Malta, Gozo, and Comino.

Ownership category

akta.pro rank

Product category

Tourism Destination Marketing

NAICS

Tour Operators (56152), Travel Agencies (561510), Scenic and Sightseeing Transportation, Land (48711)

SIC

Services-Amusement & Recreation Services (7900), Transportation Services (4700)

akta.pro primary industry

Tours, Activities & Experiences Booking Platforms (BPAMAIAJ)

akta.pro secondary industries

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD), Itinerary Management & Trip Collaboration Apps (THALAMAE)

Keywords

• Destination marketing
• Tourism information
• Travel planning
• Visitor services
• MICE services

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. Tourism Promotion Services: VisitMalta+ serves as the official digital platform for Malta Tourism Authority, promoting Malta as a premium travel destination. The platform generates value through positioning Malta for tourism, featuring partner destinations, and facilitating destination marketing collaborations with travel platforms and media partners.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

VisitMalta+ is the official tourism destination platform for Malta, Gozo, and Comino, operated by the Malta Tourism Authority. It provides comprehensive travel information, event listings, accommodation directories, and trip planning resources through a multilingual website (visitmalta.com) and a native mobile app available on iOS and Android. The platform also includes a specialized B2B division, VisitMalta Incentives & Meetings (VMIM), targeting the meetings, incentives, conferences, and events segment.

Product overview

VisitMalta+ operates as a unified tourism platform comprising the official VisitMalta website (www.visitmalta.com) serving as the primary consumer-facing portal for Malta, Gozo and Comino destinations, complemented by the VisitMalta+ mobile app available on iOS and Android. The platform also includes VisitMalta Incentives & Meetings (VMIM), a specialized B2B division targeting the MICE segment. Key product modules include an events calendar, accommodation directory with booking capabilities, and travel information services. The offering functions as an integrated destination marketing and visitor services ecosystem rather than a traditional software product.

Differentiator

Problem solved

Functional benefit

Products and services

• VisitMalta Website

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor and core.

• Dolce Media GroupminorStrategic or Co-development Partner · 26 March 2026VisitMalta collaborated with Dolce Media Group to produce 'La Dolce Vita in Malta,' a luxury hardcover coffee-table book celebrating Malta's culture, fashion, culinary excellence, and arts. The book was launched at the Permanent Mission of Malta to the United Nations in New York and features exclusive photography, interviews with Maltese creatives, and curated destinations. The publication is available at ShopDolce.com as part of positioning Malta as a premium travel destination for North American audiences.
• Omio GroupcoreGTM or Marketing Partner · 3 March 2026VisitMalta is featured as a destination advertising partner on Omio Group's multimodal travel platform. This partnership positions Malta alongside other national tourism boards (Visit Brazil, Croatian National Tourism Board) on Omio's advertising platform. The collaboration aims to reach Omio's user base of over 1 billion annual users across 46 countries, targeting travelers planning multimodal journeys in Europe and beyond.
• Malta Tourism AuthoritycoreOthersVisitMalta+ is the official digital platform operated by the Malta Tourism Authority, the government body responsible for tourism promotion and development in Malta. The Authority oversees destination marketing, tourism statistics, and industry regulation.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Booking.com: Global OTA dominating accommodation and attraction bookings worldwide. Comparable as a downstream booking destination for travelers inspired by VisitMalta+, but operates commercially at vastly greater scale across all destinations.
• Tripadvisor: Global travel platform offering reviews, destination content, and booking across hotels, restaurants, and attractions. Comparable as a destination inspiration and trip-planning platform, but operates across all destinations commercially rather than as a single DMO.
• Lonely Planet: Established global travel content and guidebook publisher with destination pages, articles, and itinerary content. Comparable as a destination storytelling and inspiration layer, though operates commercially across many destinations rather than as a single DMO.

Emerging players

• GetYourGuide: Leading tours, activities, and experiences booking platform with strong Malta inventory. Comparable as a digital channel for booking tours and activities in Malta, directly intersecting with VisitMalta+'s accommodation and experiences directories.

Others

• Omio: Multimodal European travel booking platform reaching 1B+ users across 46 countries. Comparable as an existing distribution partner of VisitMalta and as an adjacent ecosystem participant in the European travel discovery and booking funnel.

Direct peers

• Visit Dubai: Official government tourism destination marketing platform for Dubai, operated by the Dubai Department of Tourism and Commerce Marketing. Directly comparable as a national DMO digital platform promoting a single destination via website, mobile app, and global content marketing.
• Visit Florida: Official state-level destination marketing organization for Florida. Comparable as a publicly-funded DMO platform with multilingual site, content library, and tourism marketing partnerships targeting long-haul source markets.
• Visit Greece: Greek National Tourism Organization's official destination marketing website and platform. Closely comparable as a Mediterranean national DMO promoting islands, cultural heritage, gastronomy, and cruises via multilingual digital channels.
• Tourism Ireland: Official tourism marketing platform for the island of Ireland, operated as a cross-border DMO. Comparable as a government-backed destination marketing platform with multilingual site, content hub, and consumer-facing trip planning tools.
• VisitBritain: British government's national tourism agency operating a consumer destination marketing website promoting England, Scotland, and Wales. Comparable in scale, government ownership, and destination-marketing function to VisitMalta+.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/visitmalta
• YouTubeyoutube.com/malta
• Facebookfacebook.com/visitmalta
• Instagraminstagram.com/visitmalta
• LinkedInlinkedin.com/company/visitmalta-im

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about VisitMalta+