Tourism SMEs in Malta are beginning to translate sustainability from concept into measurable results, with several local projects reporting reductions in energy use, waste and emissions as part of the EU-funded Cross-Re-Tour Open Innovation Programme.

The initiatives were presented during the programme’s Show and Share event in Malta, which brought together stakeholders from across participating countries including Malta, Spain, Portugal, Germany, the Netherlands, Slovenia, Latvia and Montenegro.

The Cross-Re-Tour project, which runs from 2023 to 2026, aims to help tourism SMEs adopt digital, green and circular economy solutions, addressing long-standing barriers such as limited resources, fragmented markets and regulatory complexity.

Among the Maltese projects featured was EcoCook Malta, led by The Definitive(ly) Good Guide Co Ltd, which is working directly with restaurants to improve sustainability standards.

Participating establishments currently include Caviar and Bull, Le Mondion and Hammett’s Monastik. The initiative has focused on auditing and certification, alongside awareness campaigns and industry recognition.

Early results point to tangible operational gains. Restaurants involved have reduced water consumption by 20 per cent, electricity usage by 60 per cent and food waste by 30 per cent. The project has also contributed to growing awareness within the horeca sector while responding to increasing demand from eco-conscious tourists.

However, organisers highlighted persistent barriers, including resistance to change within the industry, time constraints for operators and limited visibility on current sustainability performance.

Behavioural change and digital tools

Some projects focused on influencing both business practices and tourist behaviour through digital platforms.

Blue Tide, developed by EcoMarine Malta Ltd, is tackling marine sustainability challenges by combining education with data collection. The platform promotes responsible behaviour at sea while building a community around sustainable tourism.

Project leaders noted that a lack of reliable data and difficulty in engaging stakeholders remain key obstacles. Despite this, the platform has already increased user engagement through incentives and partnerships, while laying the groundwork for future AI-driven solutions.

Similarly, EcoNurture, by TTBL Limited, is using gamification to drive sustainable choices. By introducing a points-based reward system for actions such as recycling and eco-friendly purchases, the project has recorded a 25 per cent drop in non-sustainable product purchases and a 25 per cent increase in composting activity. Staff engagement has risen by 50 per cent, alongside a 45 per cent increase in customer awareness.

Tackling waste and emissions

Other initiatives focused on reducing environmental impact through practical interventions.

The Ban the single-use plastic bottle project by Media Consulta Malta Limited addressed the challenge of providing chilled water in off-grid environments. By introducing solar-powered cooling solutions and training instructors, the project achieved a 75 per cent reduction in single-use plastic bottles, alongside a significant increase in both staff and customer awareness.

Meanwhile, Dive into a greener future, led by New Dimension Scuba, has taken a more operational approach. The team converted diesel trucks to LPG and introduced reusable insulated flasks for clients, reducing both emissions and plastic waste linked to diving activities.

Digitalisation and rural tourism

Digital transformation also emerged as a key theme, particularly in improving efficiency and scalability.

Rural SmartBook, developed by Merill Rural Network, is addressing long-standing inefficiencies in rural tourism bookings. Traditionally reliant on manual processes, the sector has struggled to scale and attract direct bookings.

The platform centralises bookings, streamlines operations and enables providers to reach a wider audience. According to project representatives, this has led to increased online bookings, improved access to rural experiences and stronger digital capabilities among operators.

Merill representatives emphasised that their priority is to make systems simple and efficient for skilled workers, reducing friction in day-to-day operations.

Other Maltese projects presented included VV App by Mifsud Brothers Ltd, a personalised application promoting sustainable tourism choices, Digital Platform for Guides and Agents by CET Ltd, and the FOR REST 3in1 Green Project by For Rest Aparthotel, which focuses on energy efficiency and water conservation.

Initiatives such as Malta’s Eco-Tourism Movement by Eco Market Malta are also working to connect eco-conscious tourists with sustainable local businesses, reinforcing demand-side change.

A shift still in progress

Despite the progress, the broader picture remains mixed. As highlighted in the programme catalogue, Maltese tourism SMEs continue to face structural challenges including limited resources, cautious risk appetite and fragmented market structures.

However, the projects showcased suggest that targeted support, combined with practical tools and measurable incentives, can begin to shift behaviour across the sector.