I think Eurofans blame this too often, but in this case, i really think the country itself is a major problem for Malta. They constantly underperform when they are among the favorites, especially with televotes. "Loop" being dead last in the semi was frigging criminal.
People simply don't even know Malta is a country or that they are in the contest, and even if their songs are super popular with Eurofans, they're unknown to the general population - i know "Je me casse" was actually played on the radio, but that's the one exception. Most viewers are casual and they simply don't pay attention to countries like Malta. Or even if they like it, they don't want Malta (or San Marino, etc.) to win.
Apart from the blunder in 2022, they really are doing good with their choice of songs and performers. They just need to figure out a way to reach the general population, like they did with Destiny, and not just Eurofans.