Tourism must focus on quality, sustainability and resilience rather than simply increasing visitor numbers, Tourism Minister, Tourism Minister Jo Etienne Abela said, as he highlighted the particular challenges faced by island states during discussions on the European Union's first sustainable tourism strategy.

Abela was speaking at an informal meeting of the EU tourism ministers in Mullingar, Ireland, following the European Commission's presentation of its new EU Sustainable Tourism Strategy on November 4.

The strategy aims to strengthen the tourism sector's competitiveness while making it more sustainable and resilient. It also seeks to improve the management of tourist flows and ensure that the benefits of tourism are shared more evenly among destinations and local communities.

During the meeting, Abela stressed that the strategy should take into account the different realities of EU member states, particularly island countries such as Malta, which depend heavily on air connectivity.

He said that while the transition towards more sustainable tourism was necessary, the needs of island states had to be recognised to ensure that they could remain accessible and competitive.

Abela also emphasised the importance of flexibility in the use of funding under the National and Regional Partnership Plans, arguing that member states should be able to direct investment towards their specific needs and priorities.

He cautioned against introducing additional administrative burdens for businesses and national authorities, saying that efforts to improve the sustainability of the tourism sector should not come at the expense of its competitiveness.

The strategy also places emphasis on encouraging tourism throughout the year, reducing pressure on particularly popular destinations and supporting businesses and workers through measures such as training, digital tools and improved access to data.

Abela said that tourism policies should strike a balance between economic development and the protection of local communities, as well as Europe's natural and cultural heritage.

He reiterated that the success of the sector should not be measured solely by the number of visitors it attracts, but also by the quality of the experience and the long-term benefits it generates for destinations and residents.