The Malta Tourism Authority yesterday hosted an international “Show and Share” event in Malta as part of the EU-funded Cross-Re-Tour project, bringing together partners and stakeholders from eight countries to showcase innovative solutions driving sustainability and digital transformation in the tourism sector.
The event formed part of a three-day programme held between 20 and 22 April 2026, concluding with site visits across Malta. Cross-Re-Tour is a three-year initiative, launched in September 2023 and running until September 2026, aimed at accelerating private sector investment in green and digital technologies within the tourism industry.
The project supports small and medium-sized enterprises (SMEs) in transitioning towards more sustainable and digitally advanced operations, focusing on key areas such as water and energy efficiency, plastic reduction, food sustainability, equipment and furniture, mobility, as well as client and staff behavioural nudging.
The project is a collaborative effort between partners from the Netherlands, Germany, Spain, Portugal, Slovenia, Latvia, Montenegro and Malta, led by Breda University of Applied Sciences.
A Platform for Collaboration and Knowledge Sharing
The event marked a significant milestone in the project’s implementation, showcasing innovative solutions developed across participating countries. It also provided a platform for networking, knowledge exchange and hands-on technical workshops designed to facilitate the practical adoption of green and digital technologies in the tourism sector.
Commenting on the initiative, MTA CEO Carlo Micallef stated:
“Our tourism strategy is firmly anchored in building a more sustainable, high-quality model for the future. Through this Cross-Re-Tour collaboration with partners across eight countries, we are advancing projects that drive digital innovation while prioritising climate-friendly solutions. These initiatives are not standalone; they are being actively integrated into our industry, helping to transform it into one that is more resilient, responsible and focused on long-term value.”
The “Show and Share” event was attended by the European Union Project Adviser, consortium partners, SME beneficiaries, and both local and international tourism stakeholders. It served as a unique opportunity to explore practical solutions, exchange best practices and strengthen collaboration across the tourism ecosystem.
Supporting SMEs through Funding and Expertise
The Cross-Re-Tour project has been implemented in three key phases. The first phase focused on identifying challenges faced by SMEs in adopting green and digital solutions, including the development of a self-assessment tool to evaluate readiness.
The second phase provided targeted business advisory services in digitalisation, green technologies and nudging techniques, with 22 Maltese SMEs benefiting directly from expert guidance and a series of thematic webinars.
The third and current phase introduced a dedicated grant scheme, launched in November 2024, providing funding of up to €30,000 per innovative project. In Malta, 10 SMEs were awarded funding and are currently implementing their projects, contributing to a total of 87 funded initiatives across all participating countries.
Ms Tania Sultana, Head of Research at the Malta Tourism Authority, highlighted the broader impact of the initiative:
“At the Malta Tourism Authority, our strategy is to actively support SMEs in embracing digitalisation as a key driver of competitiveness and resilience. This is precisely why we participated in the Cross-Re-Tour project, through which a dedicated grant scheme enabled 10 Maltese companies to benefit directly. However, our commitment goes beyond funding. Today’s gathering brought together partners from eight countries, not only to showcase their projects but also to provide hands-on guidance through technical workshops, ensuring that knowledge transfer and practical implementation remain at the heart of this initiative.”
Through initiatives such as Cross-Re-Tour, the Malta Tourism Authority continues to reinforce its commitment to fostering a more sustainable, innovative and resilient tourism sector for the future.
