The Malta Tourism Authority (MTA) is planning to increase its staff presence in the North American market and will open an official MTA office in New York in 2025, according to Carlo Micallef, CEO, speaking at an event in New York for the travel industry and travel media. The eventual objective, he said, is to have a nonstop flight to Malta from the U.S.
In order to achieve that goal, Micallef said the MTA “is putting major effort into working hard to increase U.S. arrival numbers from the 65,000 expected in 2024 to 100,000." Malta has been represented in North America since 2014 by New York-based Michelle Buttigieg, who has developed strong relationships with the travel trade, including organizations like the U.S. Tour Operators Association and Virtuoso. She also launched the Travel Agent Academy.
Malta plans to build on a strong post-pandemic recovery with a campaign focusing on the Mediterranean island’s rich heritage and culture under the banner “Explore More”, according to Micallef in an interview with TravelPulse.
Before the pandemic, Malta – which includes the main island and two smaller ones -- had 2.7 million visitors. This year, it will welcome 3.5 million --- plus one million cruise visitors. Looking ahead, said Micallef, the destination seeks to grow in a way that ensures a quality experience for travelers who are “curious” and “educated” – the demographic that tends to spend more and has a more positive impact on a destination.
“We don’t want to be the cheapest destination,” said Micallef, “and we don’t want to compete on price. However, we want to provide the best value to visitors.”
The destination, said Micallef, intends to diversify its visitor sources geographically with more long-haul flights because almost all overnight visitors arrive by plane. An important step, he said, will be a regular service from Aer Lingus from Dublin beginning in October that will be of decided appeal to U.S. travelers.
Valletta, Malta (Photo Credit: Malta Tourism Authority)
The focus on heritage and history starts with the 8,000 years of recorded history on the islands, which began in the Neolithic era and continued through the Knights of St. John, the Romans, Arabs, and the French briefly, then a long period of British colonialism before independence. "All of these have left their marks," said Micallef.
The country also has a strong connection with the U.S., with participation in the American Revolution and a critical role as a base during World War II. "We have a strong historic appeal to the American traveler," said Micallef.
Among the island's attributes are 300 days of sun a year, a heavily English-speaking population and three UNESCO World Heritage Sites, including prehistoric Megalithic Temples,
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