The tourism sector in Gozo experienced a strong summer performance in 2025 compared to the previous year, according to the latest survey conducted by the Gozo Tourism Association (GTA). The findings of the survey, which were collected through an online questionnaire sent to accommodation providers, restaurants, diving centres, transport operators, and other businesses within the tourism sector, reflect overall positive trends in the industry. However, while many businesses reported growth, challenges remained, particularly related to rising costs and staff shortages.
The survey results revealed that nearly half of the respondents (48%) experienced an improvement in their overall business performance between July and September 2025 when compared to the same period in 2024. In contrast, 33.8% reported that their business performance remained stable, while 18.2% experienced a decline. The findings suggest that Gozo's tourism sector, despite facing ongoing challenges, saw notable growth during the summer months.
A significant factor driving this growth was the foreign tourism market. The GTA reported that 65.4% of businesses acknowledged a positive impact from international visitors. When compared to 2024, 48.7% of operators reported improvements in the foreign market performance, 35.9% indicated that the market remained stable, and 15.4% noticed a downturn. This highlights the importance of attracting international tourists to Gozo's economy.
The domestic tourism market in Gozo showed stability. While 57% of businesses reported no significant impact from Maltese tourists, 30% saw a positive effect from local visitors. Year-on-year comparisons showed little variation in domestic tourism trends. The majority of operators (64%) reported similar domestic performance compared to 2024, while 18.7% saw an improvement, and 17.3% experienced a decline. These figures suggest that while the local market remains important, it has not shown significant growth over the last year.
The revenue figures for the summer of 2025 were described as strong by the majority of survey respondents. About 61.5% of operators rated their summer revenue as "good," and 6.4% considered their revenue to be "excellent." When compared to summer 2024, 48.7% of businesses reported higher revenue, 30.8% indicated that their revenue remained stable, and 20.5% experienced a decrease. These figures suggest a healthy tourism sector overall, although some businesses still faced challenges in maintaining consistent revenue growth.
Among the operators who reported increased revenue, several factors were identified as contributing to the positive results. A significant portion, 55.5%, attributed their revenue growth to higher prices. Over half of respondents (51%) cited an increase in clientele as a key factor, while 42% pointed to more effective marketing strategies. Additionally, 38% of operators noted that new services or offers had contributed to their improved revenue performance. This suggests that a combination of price adjustments, expanded customer bases, and innovative offerings have played a key role in boosting the sector's financial performance.
Despite the overall positive performance, the Gozo tourism sector faced several challenges during the summer of 2025. Rising operating costs were the most common issue, with 63.3% of respondents identifying this as a major concern. Staff shortages were also a significant challenge, reported by 53% of operators. Increased competition was cited by 29% of businesses, while administrative bureaucracy (26.6%) and issues related to the Skills Pass (20.3%) were additional obstacles for some operators. Notably, 9% of respondents reported no challenges at all, highlighting that some businesses may have been more resilient to these issues than others.
In terms of business operations, the majority of operators (59.5%) reported no significant changes compared to 2024. A further 38% noted improvements in their operations, while 2.5% saw a deterioration. These figures suggest that, while many businesses in Gozo have maintained steady operations, some have managed to adapt and improve their practices in response to the ongoing challenges in the industry.
Despite the overall positive economic performance, many tourism operators expressed concerns about the quality of tourism on Gozo. A significant 74% of respondents stated that they felt Gozo is not attracting what they consider "high-quality" tourists. In evaluating whether the island offers a high-value tourism product, 63% of operators believed that the current offerings do not meet the standard of high-value tourism. On the other hand, 37% of businesses felt that Gozo's tourism product is aligned with the expectations for high-value visitors. These concerns reflect a desire among tourism operators to attract visitors who contribute not only to the economy but also to the sustainability and quality of the island's tourism sector.
The Gozo Tourism Association's latest survey paints a picture of a tourism sector that is experiencing growth in some areas but also facing significant challenges. While foreign tourism has been a key driver of this growth, domestic tourism remains stable, and concerns about the quality of tourists persist. Rising costs and staff shortages continue to be significant challenges for many businesses, even as revenue figures remain strong for most operators. As Gozo looks to the future, it will need to address these challenges while continuing to improve its offerings to attract high-quality tourists who will contribute to the island's long-term tourism success.