GO Trends Reveals How Malta’s International Visitors Really Move, Stay and Spend
1092 Mins Read
GO has just announced the latest edition of GO Trends, its data intelligence report that provides Maltese businesses with an anonymised view of how international visitors move across the Maltese Islands.
Based on mobile connectivity data collected throughout the 2025 calendar year, the report offers detailed insights into where tourists stay, how long they visit, which events they attend, and how movement patterns change throughout the day, across seasons and between different localities.
Designed for businesses operating across hospitality, retail, tourism and events, GO Trends enables more informed decisions around staffing, stock management, marketing campaigns and operational planning using real behavioural data rather than assumptions.
Among the report’s key findings are:
German, Dutch and British visitors consistently stayed for more than six days throughout every quarter of 2025.
During Carnival, British visitors dominated Valletta, while Polish visitors made up the largest share of visitors in Nadur, Gozo, over the same weekend.
Two major summer festivals held only weeks apart attracted distinctly different European audiences.
Gozo continues to stand out as an overnight destination, with only 10% of visitors travelling on day trips compared with 28% in Malta.
Because the data is collected continuously rather than through surveys or sampling, GO Trends can identify emerging tourism patterns long before they become visible in traditional tourism statistics.
Alison Schembri, GO’s Market & Data Insights Manager, said the initiative reflects GO’s commitment to making valuable data accessible to Malta’s business community.
“GO Trends started from a simple realisation: the insights generated through our network every day are too valuable to keep to ourselves. By transforming this data into clear, fully anonymised intelligence, we’re giving businesses of every size access to evidence that helps them make smarter operational and commercial decisions. That’s exactly the kind of digital Malta we’re working to build.”
GO analyses millions of anonymised network events generated as international visitors connect to its mobile network. These connections provide insight into visitor flows, length of stay, nationality, popular destinations and movement patterns throughout the day, while protecting individual privacy at every stage. GO Trends analyses aggregated movement patterns only and never identifies individual users.
Unlike traditional tourism research based on surveys or sampling, GO Trends reflects the behaviour of every international visitor who connects to GO’s network, providing businesses with highly granular insights by locality, time period, event and visitor nationality.
The current edition analyses the complete 2025 calendar year, allowing businesses to understand seasonal trends month by month and quarter by quarter. GO is currently preparing its Q1 2026 report, which will introduce year-on-year comparisons for the first time.
More information and published reports are available at go.com.mt/go-trends.
