Tourism is the lifeblood of the Maltese economy. For decades, our success has been measured in numbers: arrivals, bed nights and airport traffic. We have built a robust industry that has weathered storms and emerged resilient.
But as we look to the future, the metrics of success are changing. The global traveller is evolving and the question facing every hotelier in Malta today is simple: are we evolving with them?
The modern tourist is no longer just looking for sun and sea. They are looking for values. They’re asking questions unheard of 10 years ago: “Is this hotel responsible?”, “What is its carbon footprint?”, “Does my stay harm the local environment?”
This shift is not a passing trend; it is a fundamental restructuring of market demand. And in this new landscape, sustainability is not just a moral obligation; it is a competitive necessity.
The end of greenwashing
For too long, “going green” in hospitality has been plagued by scepticism. We have all seen it: the generic “save the planet” sign in a hotel bathroom urging you to reuse towels, while the air conditioning blasts at 18˚C in an empty room.
This superficial approach, often termed “greenwashing”, is no longer enough. Consumers are savvy. They demand proof. And crucially, the European Union is stepping in to ensure they get it.
With the upcoming Green Claims Directive, the EU is drawing a line in the sand. Vague, unsubstantiated claims like “eco-friendly” or “nature-loving” will soon face strict scrutiny. The era of self-declared sustainability is ending. The future belongs to those who can prove their commitment with verified data.
Enter the EU ecolabel
This is where the EU ecolabel comes in. You might recognise the logo; a flower with the EU stars as petals. It is not just another sticker. It is the official environmental seal of the European Union, recognised across all 27 member states. It represents the “gold standard” of environmental excellence, awarded only to products and services that meet rigorous, science-based criteria.
For a hotel, achieving the EU ecolabel is not a tick-box exercise. It is a comprehensive audit of its entire operation. It looks at energy efficiency, water consumption, waste management and the reduction of single-use plastics. It challenges establishments to rethink their supply chains and their daily practices.
But why should a Maltese business, already facing the pressures of inflation and staffing shortages, take on this challenge?
“Sustainability and profitability are not opposites; they are partners”
The business case for green
The answer lies in the bottom line. Sustainability and profitability are not opposites; they are partners.
First, there is the operational reality. In a world of volatile energy prices, efficiency is the best hedge against rising costs. A hotel that invests in smart energy management, efficient water fixtures and waste reduction is a hotel that lowers its operational expenditure (OPEX) permanently. The criteria for the EU ecolabel are essentially a roadmap for efficiency.
Second, there is market access. Major booking platforms are increasingly prioritising sustainable listings. Corporate clients and MICE (Meetings, Incentives, Conferences and Exhibitions) organisers often have mandates to book only certified green accommodation. Without a recognised certification, a hotel risks becoming invisible to a lucrative segment of the market.
A national ambition
Malta currently has five pioneering establishments that hold the EU ecolabel. They have proven that luxury and sustainability can go hand in hand. But five is just the beginning.
Our vision is for Malta to become a Mediterranean hub for certified green tourism. We want to see a critical mass of hotels, from boutique guesthouses in Gozo to large resorts in St Julian’s, adopting this standard.
This aligns perfectly with the national strategy to shift from volume to quality. A “quality tourist” expects a quality environment. They are willing to pay a premium for an experience that aligns with their values. By adopting the EU ecolabel, we are signalling to the world that Malta is a premium destination that takes its responsibilities seriously.
“Our vision is for Malta to become a Mediterranean hub for certified green tourism”
The road ahead
The transition won’t happen overnight but the support structures are being put in place. The Malta Competition and Consumer Affairs Authority (MCCAA) is actively working to demystify the process and guide businesses through the criteria.
On Tuesday, January 20, we will be bringing these discussions to the forefront at a national conference titled ‘The EU ecolabel: The official standard for green tourism in Malta’. We will be joined by experts from the European Commission, Booking.com and local industry leaders to explore the practical steps forward.
It is an opportunity for the industry to come together, not just to talk about sustainability but to map out a profitable, resilient future for Maltese tourism.
The green transition is the biggest opportunity of our generation. Let’s make sure Malta is leading the way.
Neil Attard is director (Standardisation), Standards and Metrology Institute, MCCAA.
