Low and High Yield Visitors by Nationality

This chapter examines “expenditure visitor yield” in Malta from 2001 to 2024, assessing the real contribution of different tourist nationalities per night spent, excluding the airfare component. By deflating per capita per night expenditure, adjusted for airfares, the assessment provides a real-term measure of spending, identifying high-value segments. Unlike traditional tourist arrival metrics, this study prioritises higher spending tourists over quantity, using a matrix approach to analyse length of stay and daily expenditures. The findings highlight the importance of targeting high-spending tourists through tailored marketing and enhanced services, maximising economic benefits while mitigating overtourism. Insights support strategic tourism planning, product development, and sustainable destination management. By attracting high-yield tourists, Malta can achieve higher economic returns with fewer visitors, reducing environmental and infrastructural strain while enhancing the overall tourist experience. This research offers valuable guidance for policymakers aiming for long-term tourism sustainability and economic optimisation.