Building the Bridge Across the Atlantic
Historic Moment for Malta’s Presence in North America
December 15, 2025Stephen Gauci interviews Carlo Micallef, CEO – Malta Tourism Authority.
After a decade of focused effort, the Malta Tourism Authority (MTA) is preparing for the launch of Delta Air Lines’ direct route, the first time by a US airline between New York and Malta in 2026, marking Malta’s reconnection with the US market after a long pause and the rebuilding of visibility, credibility and industry relationships.
We caught up with Malta Tourism Authority (MTA) CEO Carlo Micallef to delve deeper.
Q: With a US-Malta direct route and a new MTA office in New York, what should Maltese tourism and hospitality operators focus on to seize this opportunity?
A: The US market is not new to Malta, yet our initial entry more than 20 years ago came too early. After closing our New York office in 2008 during the financial crisis, Malta disappeared from the American tourism radar.
In 2013–14, we decided to restart strategically. We appointed Michelle Buttigieg to represent Malta in North America and worked closely with her to slowly rebuild awareness and relationships. That effort grew into strong partnerships with the travel trade and media.
Our first priority was securing connectivity with one-stop routes through major European hubs such as Paris, London, Frankfurt, Zurich, Dublin and Istanbul. As interest grew, we began discussions for a direct connection.
The fact that Delta Air Lines ultimately selected Malta following strong support from both customers and its global sales network is an achievement that speaks volumes about demand and long-term potential.
The inaugural three-times-weekly service between JFK and Malta, operating June to October 2026, gives Malta an unprecedented platform. Initial signals are very positive, yet the real success will depend on how our industry responds.
We need to be proactive, form partnerships, attend US-based trade events, and prepare tailored itineraries and experiences.
The American traveller is valuable and knowledgeable, attracting them is one milestone; exceeding expectations is the real goal.
Dr Charles Mangion
Q: How is Malta refining its tourism offering and message to appeal to them?
A: This market is not impressed by the type of luxury they already have at home. These markets seek connection, purpose and meaning. They want to hear stories, meet locals, understand traditions and be part of their life.
They are drawn to farm-to-fork activities, artisanal crafts, wine estates, heritage sites, monasteries, micro-boutique adventures, village festas, and untouched rural experiences. They want to immerse themselves.
This is an opportunity to revive our heritage skills from filigree, ceramics, stonework, luzzu craftsmanship, traditional baking to agricultural rituals. These experiences cannot be replicated elsewhere; they are uniquely Maltese.
If visitors arrive as tourists but depart feeling part-Maltese, we have succeeded. In other words our message is simple - let’s be authentic.
While the Maltese diaspora remains an important bridge, North America represents far wider potential. Many travellers are now choosing Malta as a base from which to explore the Mediterranean, supported by our excellent regional connectivity, English-speaking and safe environment.
Q: With heightened visibility, how will Malta’s hospitality and restaurant sectors benefit?
A: The North American market currently represents close to 100,000 arrivals annually, and while this is already significant, we believe there is room for strong growth and even a positive domino effect on other long-haul routes.
Beyond numbers, however, the greatest value lies in spend, seasonality balancing, brand improvement, and international recognition.
Malta’s hospitality sector must stay authentic, embracing local culture and storytelling while offering warm service, distinctive cuisine and place-based experiences rather than international imitation.
Delivering service excellence and weaving deeper narratives around ingredients, provenance and heritage will improve Malta’s culinary talent and create unforgettable memories, particularly for visitors accustomed to high standards.
A: This market is not impressed by the type of luxury they already have at home. These markets seek connection, purpose and meaning. They want to hear stories, meet locals, understand traditions and be part of their life.
They are drawn to farm-to-fork activities, artisanal crafts, wine estates, heritage sites, monasteries, micro-boutique adventures, village festas, and untouched rural experiences. They want to immerse themselves.
This is an opportunity to revive our heritage skills from filigree, ceramics, stonework, luzzu craftsmanship, traditional baking to agricultural rituals. These experiences cannot be replicated elsewhere; they are uniquely Maltese.
If visitors arrive as tourists but depart feeling part-Maltese, we have succeeded. In other words our message is simple - let’s be authentic.
While the Maltese diaspora remains an important bridge, North America represents far wider potential. Many travellers are now choosing Malta as a base from which to explore the Mediterranean, supported by our excellent regional connectivity, English-speaking and safe environment.
Q: With heightened visibility, how will Malta’s hospitality and restaurant sectors benefit?
A: The North American market currently represents close to 100,000 arrivals annually, and while this is already significant, we believe there is room for strong growth and even a positive domino effect on other long-haul routes.
Beyond numbers, however, the greatest value lies in spend, seasonality balancing, brand improvement, and international recognition.
Malta’s hospitality sector must stay authentic, embracing local culture and storytelling while offering warm service, distinctive cuisine and place-based experiences rather than international imitation.
Delivering service excellence and weaving deeper narratives around ingredients, provenance and heritage will improve Malta’s culinary talent and create unforgettable memories, particularly for visitors accustomed to high standards.
Q: What role should hotels, restaurants and DMCs play to
ensure long-term, sustainable impact?
A: Collaboration will define Malta’s success. The MTA stands ready to work hand-in-hand with the private sector to ensure consistent standards, shared messaging and aligned strategy.
Increased interest from international luxury brands is already emerging, and with careful management this can improve Malta’s positioning without diluting cultural authenticity.
Q: Beyond air connectivity, what other strategic initiatives are planned to strengthen Malta’s brand presence in North America?
A: Our 2025–26 plan includes major media collaborations, influencer campaigns, broadcast and documentary projects, and partnerships with premium travel platforms and lifestyle brands. The recent PBS documentary, Hidden Malta, has already showed how powerful authentic storytelling can be for American audiences.
While we are prioritising the East Coast as our firstphase market, we are also developing long-term strategies for other major cities with strong outbound travel populations, supported by embassies, cultural collaborations and museum partnerships.
Q: Do you have any projections for US traveller growth?
A: We believe that a 20–25% increase in arrivals from North America in 2026 is achievable.
Ultimately, our objective is not only growth in numbers, but growth in value, reputation, and visitor satisfaction.
Click here to see Horeca Issue 22 online
A: Collaboration will define Malta’s success. The MTA stands ready to work hand-in-hand with the private sector to ensure consistent standards, shared messaging and aligned strategy.
Increased interest from international luxury brands is already emerging, and with careful management this can improve Malta’s positioning without diluting cultural authenticity.
Q: Beyond air connectivity, what other strategic initiatives are planned to strengthen Malta’s brand presence in North America?
A: Our 2025–26 plan includes major media collaborations, influencer campaigns, broadcast and documentary projects, and partnerships with premium travel platforms and lifestyle brands. The recent PBS documentary, Hidden Malta, has already showed how powerful authentic storytelling can be for American audiences.
While we are prioritising the East Coast as our firstphase market, we are also developing long-term strategies for other major cities with strong outbound travel populations, supported by embassies, cultural collaborations and museum partnerships.
Q: Do you have any projections for US traveller growth?
A: We believe that a 20–25% increase in arrivals from North America in 2026 is achievable.
Ultimately, our objective is not only growth in numbers, but growth in value, reputation, and visitor satisfaction.
Click here to see Horeca Issue 22 online
