Malta is witnessing significant interest from tourists and travelers, bolstered by its picturesque landscapes and cinematic appeal. Yet, recent comments by British director Ridley Scott have thrown the Mediterranean island’s tourism sector under scrutiny.
During remarks made earlier this month, Scott, who is directing the highly anticipated film 'Gladiator II', advised against vacationing on the island, which serves as one of the film's shooting locations. His statement sparked disapproval among local politicians, who believe his remarks could potentially deter visitors from flocking to Malta.
The director's comments came during a discussion with Christopher Nolan, where Scott hailed Malta for its stunning architecture, referring to it as “a treasure trove of architecture” spanning medieval to renaissance eras. He even described the country’s best assets by saying, “when it’s good, it’s spectacular.” But he provoked backlash with his remark, “I would not go back there on holiday,” abandoning his praise at the behest of wit.
The financial stakes for Malta are high. The island budgeted about €46.7 million—roughly $50 million—of incentives to attract the production of 'Gladiator II', aiming to spur local employment through filmmaking activities. Johann Grech, the country’s film commissioner, had initially shared Scott’s positive comments on social media but neglected to mention the part where he discouraged tourists from visiting, leading to unanticipated fallout.
Malta's opposition culture spokesperson, Julie Zahra, expressed her fury, saying Grech was “humiliated” by Scott's remarks and demanded his resignation. Zahra's post highlighted the necessity for the local film industry to focus on nurturing talent within Malta, indicating the sentiments of displeasure. Adrian Delia, another member of Malta's Parliament, echoed this sentiment on social media, emphasizing Scott's fame yet reminding him of the respect and hospitality shown to him by the Maltese public.
Interestingly enough, the cultural significance of Malta as a filming destination could still reshape its tourism story. The location has become prominent, boasting offerings stronger than ever. The fallout from Scott’s comments might not overshadow the opportunity many travelers see as Malta sets the stage for warmer escapes this winter.
According to Jet2holidays, one of the UK’s leading travel operators, Malta is among the countries seeing increased interest as more holidaymakers seek sun-soaked getaways. The tour operator has geared up for what it predicts will be one of the busiest booking weekends of the year, with Sunshine Saturday just around the corner—a day traditionally known for surging travel interest at the start of the New Year.
The anticipated demands will not only focus on summer bookings for 2025 but also for upcoming winter escapes, indicating the travelers’ eagerness to explore various European sun spots, including Malta, Croatia, Italy, and beyond.
Jet2holidays has even introduced promotions to make these travels more enticing and accessible, offering discounts amounting to £90 per person on holidays booked until November 15, 2026. This initiative presents families with significant savings—up to £400 off for larger families—prompting many to start considering Malta’s rich climate and vibrant culture as their travel plans begin to take shape.
Steve Heapy, CEO of Jet2.com and Jet2holidays, projected enthusiasm for the upcoming Sunshine Saturday, stating, “This Sunshine Saturday is shaping up to be fantastic.” He urged holidaymakers to act quickly, as destinations and accommodations are poised to fill up rapidly amid rising interests.
The juxtaposition of negative criticism following Scott's offhand remarks alongside the upbeat buzz from travel operators reflects the unpredictable nature of tourism, especially one as vibrant as Malta's. Whether Scott's comments will deter visitors is yet to be seen, but the resilient allure of Malta may prove more potent than any words spoken.
Malta's thriving tourism industry appears set to weather the storm. With strategic investments and appealing travel incentives, the island continues to entice travelers, ensuring its allure as both a cinematic and tropical getaway remains undeterred.