Role of social media marketing in choosing Malta as a travel destination

Abstract

This study investigates the impact of social media marketing on travellers' decisions to visit Malta. With social media increasingly affecting travel behaviour, this study looks into how digital content affects destination selection, what forms of content are most prominent, and how visitors view Malta's online presence. The study uses a mixed-methods approach that combines quantitative questionnaires of visitors with content analysis of social media sites, primarily Facebook, Instagram, and TikTok, to highlight patterns in traveller engagement and decision-making. The findings show that user-generated content (UGC), authenticity, and visually appealing media all play important roles in encouraging tourism, frequently outweighing traditional Destination Marketing Organisation (DMO) efforts. Although official channels such as Visit Malta and the Malta Tourism Authority provide extensive and diverse information, travellers are more likely to connect with more authentic and genuine posts. The report also highlights limitations, such as the small sample size and the emphasis on the most popular platforms. The findings offer useful insights for Malta's digital marketing strategy, recommending a stronger emphasis on authentic storytelling, diversity of marketed attractions, and improved targeting of different demographic groups across several channels.