Lovin Malta has acquired Love Malta, the popular social-first brand celebrated for showcasing the natural beauty, culture and people of the Maltese Islands, along with all of its associated social media offshoots. The acquisition adds a distinctive, lifestyle-and-culture voice to Lovin Malta’s growing family of verticals, cementing its position as the undisputed leading media platform on the island.

Love Malta has built a loyal following across Instagram, YouTube and beyond by capturing the essence of what makes Malta and Gozo special, from hidden coves and golden sunsets to the traditions, festas and everyday moments that define local life. With hundreds of thousands of followers and well over 148 million cumulative views on YouTube alone, Love Malta has become a genuine window into the islands for locals, expats and visitors from abroad alike.

The acquisition builds on an already formidable base. Lovin Malta’s own platforms have well over 820,000 followers across its social channels, with over 100 million+ monthly views on both Facebook and Instagram alone. Adding Love Malta’s 330,000 Instagram followers and 170,000 YouTube subscribers, together with its own substantial view counts, into the fold is expected to drive that reach even higher, with early indicators already pointing to exponential growth across the combined platforms.

“Love Malta has done something special: it has told the story of these islands through their beauty, their culture and their people, and it has done so with real heart,” said David Grech, Director of Lovin Malta.

“Bringing Love Malta into the Lovin Malta family isn’t about changing what makes it work. It’s about giving that voice more room to grow, while giving our partners and audiences a single home for everything Malta has to offer, from hard-hitting news to the island’s softer, more romantic side.”

A One-Stop Shop, Now Even Stronger

The acquisition further rounds out Lovin Malta’s portfolio of verticals, each built to serve a different piece of the island’s audience.

Freehour is Malta’s largest student platform and home to one of the island’s most engaged youth communities. DealToday is Malta’s leading deal platform, trusted by locals and tourists alike. MeetInc offers a curated B2B corporate platform and business directory for Malta’s professional and business community.

And now, Love Malta joins the group as the go-to platform for engaging both an international audience of visitors and soon-to-be visitors, alongside a loyal base of local followers always on the lookout for the next place, tip or brand worth discovering.

Together, these verticals give Lovin Malta something genuinely rare in the Maltese market: a single home for every audience, from youth to business leaders, from locals to tourists, from B2B to B2C. With Love Malta now part of the group, Lovin Malta offers an unmatched proposition on both sides of the business:

• On the commercial side, clients gain a genuine one-stop shop spanning B2B and B2C, from deal-driven consumer promotions to premium brand storytelling and cultural content.
• On the organic content side, audiences (local and international alike) get comprehensive coverage of Malta, from current affairs and business to the natural beauty, culture and lifestyle that make the islands a destination in their own right.

Importantly, Love Malta’s angle and focus will remain unchanged. The brand will continue to do what it does best, celebrating Malta’s beauty, culture and people, now backed by the resources, reach and commercial infrastructure of the wider Lovin Malta group, which together forms the largest and most engaged local and international audience on the island.

A thank you to Love Malta’s Founder

Lovin Malta extended its thanks to Jan Herzan, the founder of Love Malta, for building the brand into what it is today. Herzan’s eye for storytelling and his genuine passion for the islands helped Love Malta become a trusted, much-loved source of content for its audience.

“Jan built something authentic, and that authenticity is exactly why this partnership makes sense,” said Ally Stivala, CEO of Lovin Malta.

“We’re grateful for everything he’s put into Love Malta, and we’re glad he’ll be staying closely involved through the transition to make sure that spirit carries forward.”

Herzan will continue to play an integral role during the transition period, working closely with the Lovin Malta team to ensure continuity for Love Malta’s audience, partners and content direction.

The timing is no accident. 2026 marks Lovin Malta’s 10th anniversary, and the platform is marking the occasion with its biggest celebration yet. To thank the audience that has grown alongside it over the past decade, Lovin Malta has kicked off a year-long series of giveaways, with several prizes already live and many more still to be announced.

So far, audiences have had the chance to win a year of VIP access to entertainment events plus an international concert, signed kits from some of the world’s biggest football clubs, including a Messi Argentina jersey, free cab rides for an entire year, free pizza for an entire year, 10 return flights to 10 destinations, and a luxury cruise worth up to €8,000.

With Love Malta now part of its stable of verticals, Lovin Malta reaffirms its position as the leading media platform in Malta, offering an unrivalled combination of news, commerce and culture, for local and international audiences, and for the clients and partners who reach them.