The MCCAA convened national policymakers, European officials, and industry leaders for a high-level conference titled “The EU Ecolabel: The Official Standard for Green Tourism in Malta.” The event marked a definitive step in the country’s strategic transition from volume-driven tourism to a “sustainable, quality-focused model.”

Gozo Tourism Association CEO Joe Muscat participated as a panelist at the conference on the introduction of the EU Eco label for accommodation establishments in the Maltese Islands.

The panel explored the practical challenges of decarbonisation and the commercial opportunities of green certification, particularly for the unique “Eco-Island” context of Gozo.

Opening the conference, Parliamentary Secretary for Social Dialogue, Andy Ellul, emphasised that the green transition is fundamentally a social contract.

“Sustainability is not just about the environment; it is about the quality of life for our communities and the quality of jobs for our workforce. By adopting the EU Ecolabel, Maltese hotels are sending a powerful signal that they are responsible, forward-thinking employers,” he stated. Dr Ellul reminded the conference that the transition to a ‘Green Economy’ is about the viability of our way of life and not simply a box ticking exercise to satisfy EU regulations.

The Parliamentary Secretary said that attitudes towards sustainability are changing, especially among young people who nowadays ask themselves whether a company is responsible, whether it cares for the impact that its operations create and whether a company is forward looking or stuck in the past.

Dr Andy Ellul concluded by encouraging those present to look at the EU Ecolabel, not as a checklist or a burden but as u blueprint for modernisation.

In a keynote address, Deputy Prime Minister and Minister for Foreign Affairs and Tourism Ian Borg commended the MCCAA for offering technical assistance and free advisory visits to help hotels attain the EU Ecolabel.

“Do not wait for regulations to force your hand. Do not wait for the booking platforms to delist you because you don’t have a green badge, because that day is coming too. Be the leaders. Be the first movers,” he encouraged hoteliers present.

Dr Borg explained that in line with the aspirations of the Malta Vision 2050, the Tourism Ministry and the Malta Tourism Authority fully support these private sector sustainability efforts, with several Government investments in the same direction, from new green spaces to upgraded waste management infrastructure and revitalised historical and natural attractions.

“The MTA is also refining its marketing efforts to target demographics that value sustainability, bringing the right kind of customer to your door,” he added.

The conference featured high-profile international participation. Ms Malgorzata Golebiewska, Team Leader from the European Commission’s DG Environment, addressed the audience on the evolving landscape of European standards. She highlighted the increasing market scrutiny on vague “eco-friendly” claims and positioned the EU Ecolabel as a pre-verified seal that guarantees transparency and builds consumer trust.

A strategic panel discussion brought together key stakeholders, including Mr Andrew Agius Muscat (CEO, Malta Hotels and Restaurants Association), Mr Andrew Spiteri (Head Technical Operations, Climate Action Authority), Ms Malgorzata Golebiewska (DG Environment, European Commission), Ms Bice Tavassi (Market Team Manager, Booking.com), Perit Kevin Fsadni (Deputy CEO and Chief Officer, Malta Tourism Authority, and Mr Joe Muscat (CEO, Gozo Tourism Authority).

The event concluded with an awards ceremony presided over by MCCAA Chairperson Ms Carmen Ciantar. Five Maltese establishments were honoured for having already achieved EU Ecolabel certification:

Grand Hotel Excelsior Malta

Radisson Blu Resort (St Julian’s)

Hilton Malta

The Westin Dragonara Resort

DoubleTree by Hilton Malta

Closing the event, MCCAA Director General Mr George Cutajar announced a new support initiative. “We know the first step is the hardest,” he said. “That is why the MCCAA is launching a scheme of Free Advisory Visits. Our experts will visit hotels to provide a complimentary gap analysis, helping them navigate the criteria and start their journey towards excellence.”

The EU Ecolabel is the official voluntary label for environmental excellence in the EU, awarded to products and services that meet high environmental standards throughout their life cycle.

Photo: MCCAA

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