Our Woman in New York
Building the Bridge Across the Atlantic
December 15, 2025
A Game-Changer for Maltese Hospitality
December 16, 2025
Michelle Buttigieg is the Malta Tourism Authority’s US representative.
She shares some thoughts about shifting perceptions, luxury growth and what’s next for Malta’s hospitality industry exclusively with HORECA Malta.
For over a decade, Michelle Buttigieg, the Malta Tourism Authority’s (MTA) Representative for North America, has been consistently building Malta’s profile across the Atlantic.
What began as a campaign to make Americans aware of the country’s existence has now evolved into a sophisticated push to position Malta as a leading Mediterranean destination for discerning travellers.
With a new MTA office in New York and Delta Air Lines launching direct flights from JFK in 2026, Buttigieg reflects on how far Malta’s image has come, and what the islands need to do next to meet rising expectations.
How has Malta’s image evolved among American travellers over the years?
When we first restarted our presence in this market more than ten years ago, the question was always: “Where is Malta?” .Now, the question is “What’s the best way to get there?”, and “What are the top reasons to go and things to do?”
That shift speaks volumes. American travellers are no longer discovering Malta by accident, they’re actively seeking it out.
The perception has evolved from curiosity to genuine interest, and that’s incredibly rewarding to see.
With a permanent MTA office now open in New York, how will this space enhance engagement with the travel trade and media?
While Malta has had a growing presence in North America for years, a physical office in New York is a game changer. It symbolises a true connectivity hub, somewhere from which the MTA can spearhead promotional efforts across the continent.
It’s only about visibility; it’s also about collaboration. This office creates a space for creativity and partnership with travel trade professionals, media representatives, and potential visitors, allowing us to build even stronger and more personal ties with the North American market.
What approaches or incentives are being introduced to encourage more US and Canadian operators to feature Malta?
We’re focusing on positioning Malta as ‘Luxury for Less Than Mainland Europe’. The islands offer an exceptional blend of high-end experiences and genuine value, an alternative to Europe’s more crowded destinations without compromising on culture or charm.
Over the past few years, Malta has seen a remarkable expansion in its luxury offerings: new five-star hotels, restored palazzos, and bespoke experiences tailored to discerning travellers.
The fact that English is an official language makes communication seamless, which is a major advantage.
Malta’s gastronomic scene is another powerful draw. The islands are now home to seven Michelin-starred restaurants, including one with two stars, alongside a growing culture of local wineries and culinary events that showcase authentic Mediterranean flavours.
Add to this a year-round calendar of festivals and cultural experiences—many of which can be enjoyed in the off-season—and it’s easy to see why Malta appeals to travellers looking for something different.
While Malta has had a growing presence in North America for years, a physical office in New York is a game changer. It symbolises a true connectivity hub, somewhere from which the MTA can spearhead promotional efforts across the continent.
It’s only about visibility; it’s also about collaboration. This office creates a space for creativity and partnership with travel trade professionals, media representatives, and potential visitors, allowing us to build even stronger and more personal ties with the North American market.
What approaches or incentives are being introduced to encourage more US and Canadian operators to feature Malta?
We’re focusing on positioning Malta as ‘Luxury for Less Than Mainland Europe’. The islands offer an exceptional blend of high-end experiences and genuine value, an alternative to Europe’s more crowded destinations without compromising on culture or charm.
Over the past few years, Malta has seen a remarkable expansion in its luxury offerings: new five-star hotels, restored palazzos, and bespoke experiences tailored to discerning travellers.
The fact that English is an official language makes communication seamless, which is a major advantage.
Malta’s gastronomic scene is another powerful draw. The islands are now home to seven Michelin-starred restaurants, including one with two stars, alongside a growing culture of local wineries and culinary events that showcase authentic Mediterranean flavours.
Add to this a year-round calendar of festivals and cultural experiences—many of which can be enjoyed in the off-season—and it’s easy to see why Malta appeals to travellers looking for something different.
The PBS documentary Hidden Malta has brought a new
kind of storytelling to American audiences. What will
surprise viewers most about the islands?
Hidden Malta takes viewers beyond the postcard image. It’s not about the usual tourist landmarks, it’s about connecting with the essence of Maltese life.
The programme explores hidden corners, local artisans, and traditions that reveal who we are as a people.
I think audiences will be surprised by how much authenticity there still is to discover. It’s a journey into the soul of the islands, showing that Malta isn’t just a place to visit but a place to experience on a deeply personal level.
With Delta’s direct flights launching soon, what advice would you give Malta’s HORECA industry to prepare for this market?
Malta has long been connected to the US via European hubs, but this new non-stop flight from JFK to Malta will open the door to an even greater influx of North American travellers, many of whom are high-end visitors. This presents both an opportunity and a challenge.
The growing demand for luxury travel means Malta’s hospitality industry must continue to elevate its standards, whether through service, design, or unique experiences.
This is the moment to refine our offering, not reinvent it. The direct flight will make it easier than ever for American travellers to visit, and in turn, it will drive expectations higher.
If Malta continues investing in quality and authenticity, we’ll not only meet those expectations. We will exceed them.
Click here to see Horeca Issue 22 online
Hidden Malta takes viewers beyond the postcard image. It’s not about the usual tourist landmarks, it’s about connecting with the essence of Maltese life.
The programme explores hidden corners, local artisans, and traditions that reveal who we are as a people.
I think audiences will be surprised by how much authenticity there still is to discover. It’s a journey into the soul of the islands, showing that Malta isn’t just a place to visit but a place to experience on a deeply personal level.
With Delta’s direct flights launching soon, what advice would you give Malta’s HORECA industry to prepare for this market?
Malta has long been connected to the US via European hubs, but this new non-stop flight from JFK to Malta will open the door to an even greater influx of North American travellers, many of whom are high-end visitors. This presents both an opportunity and a challenge.
The growing demand for luxury travel means Malta’s hospitality industry must continue to elevate its standards, whether through service, design, or unique experiences.
This is the moment to refine our offering, not reinvent it. The direct flight will make it easier than ever for American travellers to visit, and in turn, it will drive expectations higher.
If Malta continues investing in quality and authenticity, we’ll not only meet those expectations. We will exceed them.
Click here to see Horeca Issue 22 online
