Tributes have poured in following the passing of Adrian Tonna, a respected industry figure known for his energy, warmth, and deep commitment to people. He most recently served as Chief Commercial Officer at the Xara Collection.
A lifelong passion for hospitality
Mr Tonna dedicated his entire career to the tourism sector. After graduating in hotel administration from the Institute of Tourism Studies (ITS), he went on to earn a degree in Tourism Management from the University of Malta. He then worked his way through several roles – from Sales Executive to Director of Sales and Marketing in hotels across Malta and Gozo – before taking on senior leadership within the Xara Collection.
In a past interview, Mr Tonna explained how his love for the industry began in childhood: “It is an industry I fell in love with at a very young age and due to the fact that my mother worked in hospitality and I used to love hearing her tell us about her day with various stories and anecdotes… I love the vibe, the fact that you are constantly meeting new people, constantly learning. I find great satisfaction when I see happy clients and also pride myself in being an ambassador to the Maltese islands.”
Mr Tonna once described himself using five words: “Energetic, creative, focused, committed, a healthy amount of crazy.”
“My best reward has always been seeing people in my teams grow both personally and in their career… In our industry, the main resource is the human resource… We need to help them grow and reach their potential in order to create a legacy.”
He had also spoken about his hopes for the future of the hospitality sector, predicting the increasing influence of AI while insisting that personal connection must remain central.
An outpouring of tributes
News of his passing prompted heartfelt messages from colleagues, friends, and family, many recalling his generosity, humour, and resilience.
Hotelier Winston J. Zahra wrote a deeply emotional tribute: “Adrian, the amount of tributes posted by so many friends in the last few hours is a clear testament to the way you lived your life… You always gave everything that you could and the last couple of years everyone was in awe of the strength, determination, courage and positivity that you showed as you faced the most difficult situation anyone can go through… You worked hard, you played hard, but most of all you loved everyone around you. You will be greatly missed by more people than you can ever imagine.”
Leadership coach Alex Falzon, Mr Tonna's cousin, also shared heartfelt memories: “It’s very hard to put into words the passing of our cousin Adrian Tonna at such a young age… Adrian was born in an environment which helped him become tough, but with the gentlest of hearts. He was always the energy in the room. I recall his dry sense of humour and his gift for articulating his thoughts.”
He also reflected on Mr Tonna's kindness and unwavering support over the years: “I remember when I was panicking about my best man speech, Adrian stepped in and helped me transform it… Then there was the time I was organising my first public speaking event, Adrian was there again… Adrian was a person for people and with people. His purpose was always to make others feel better.”
Mr Falzon ended his tribute with a moving farewell: “On days like these, life makes no sense… Adrian is one who, although his story was cut short, leaves so much in people’s hearts for us to remember forever. Fly high, dear cousin. I’m sure you’re already entertaining and cracking jokes.”
