Speech by Mr. Olaf McKay, Mayor of Valletta, Malta

Excellencies, distinguished guests, ladies and gentlemen,

I come from the island of Malta, a proud nation in the heart of the Mediterranean. The capital city, Valletta, is where history and the future meet. Built by the Knights of St. John, Valletta is a UNESCO World Heritage City, often described as an open-air museum — a city of fortifications, cathedrals, palaces and museums, where every street tells a story. Next year, Valletta will proudly celebrate its 460^th anniversary.  

For centuries, Valletta has been a meeting point of civilisations, where tradition blends with progress and the Mediterranean spirit thrives. Valletta is a living crossroads of history, culture, and innovation, and as Mayor I am proud to call it home. 

Today, Valletta is experiencing a strong surge in tourism. In the first five months of this year, Malta welcomed thousands of visitors — a record increase driven by strategic investment in air connectivity and targeted marketing.  

Valletta is not only a monument of the past. It is a living city of today, home to residents, families, businesses, students and tourists.  

Our challenge is clear: how do we welcome all these visitors each year, while safeguarding the quality of life of our residents? How do we protect our heritage?

This is why the theme “Digital & Intelligent Tourism for a Shared Future” is of utmost importance. For us, digital transformation is not just about technology, but about responsibility: protecting our heritage, empowering our people, and creating inspiring experiences for our visitors.

Sustainability stands at the centre of our responsibility. As tourism increases, so do the challenges, especially in a dense, urban capital like Valletta. With thousands of people visiting the city daily, challenges to infrastructure, mobility, and waste management have grown enormously. If unmanaged, this can undermine life for residents in the capital city and the quality of the visitors` journey.

Valletta is therefore embracing digital and intelligent solutions to manage these challenges. We are introducing AI-powered monitoring systems to combat abuse, smart bins, and digital reporting tools backed up by data insights.

Technology is allowing us to detect issues in real time, optimize resources, and reduce environmental strain, making the city more sustainable.

We are also investing heavily in digital culture and heritage, while safeguarding our heritage sites, we are committed to making culture more accessible to visitors.

In Malta, we are advancing in accordance with our Tourism Digital Roadmap, the National Strategic Vision for Local Government and the Government`s long-term Strategy called "Envision2050". This is a vision that reminds us that governments must be responsible, people-centric, and digitally ready.

Valletta is embracing green mobility solutions, enhanced pedestrian zones to reduce traffic and carbon output.

We are also building on Malta’s digital priorities with common platforms for local councils, making services easier to access. We continue to empower our workforce, with more tourism providers employing ICT specialists and making use of digital systems.

Malta’s strength in innovation ranks among Europe’s best, with strong internet connectivity, advanced public services, and emerging sectors such as AI and blockchain technology.

The Maltese Government is investing initiatives, fostering startups and growth that benefit both our economy and tourism.

Looking ahead, Malta’s "Envision 2050" strategy reinforces this path, placing digital transformation at the heart of sustainable tourism.

As Valletta, we see ourselves as guardians of heritage and pioneers of digital innovation, a historic city that can lead in transformation, proving that the past and the future can reinforce each other. Valletta, Malta is honored to be part of this dialogue with you today and to contribute to a shared global vision.

The future of tourism will not be built by technology alone. It will be built by how we use technology responsibly to serve our people, to protect our heritage, and create shared value between residents and visitors.

Colleagues, our shared vision is clear: that every country and every city become a place where people and heritage are cherished, and where innovation serves the common good.

This is why conferences like this are important. Only by working and learning together across borders can we truly shape the future of tourism, one that is smart, sustainable, and truly shared.

Thank you.