Antoine Azzopardi

Q: You have had a long and varied career in the local
tourism industry. What would you say was your most
rewarding role to date?

A: The most rewarding role I currently hold is Director of
Sales and Marketing for The Xara Collection. Throughout
my career, I have grown by moving through roles across
the tourism industry, including MICE and large-scale event
organisation. I have always enjoyed my work, driven by
passion rather than titles, and by delivering meaningful
experiences in the sector. This role brings together all my
experience and has been especially fulfilling.

Q: In a market where events are becoming increasingly
popular and guests seek an experience, what is Xara
Collection doing to stay ahead of the curve?

A: The Xara Collection strives to stay ahead by prioritising
innovation. We continuously challenge ourselves to
develop creative ideas that enhance our offering and keep
experiences engaging and relevant. We recognise rising
client expectations, driving us to remain agile, forwardthinking, and detail-oriented, ensuring every event we
deliver is seamless, memorable, and distinctive for all our
valued clients

Q: The Xara Collection has built a reputation for refined
hospitality rooted in heritage. How do you balance
preserving this identity while meeting modern luxury
expectations?

A: The Collection places strong emphasis on Maltese
heritage, local produce, and sustainability, blending
tradition with contemporary practices. Through Xara
Catering and our restaurants, our brands preserve and
curate cultural heritage, both in cuisine and carefully
maintained historic settings, while adapting with methods
for modern experiences. This commitment is matched
by sustainability, reflecting a growing demand for
environmentally responsible practices.

Q: What key shifts are you seeing in your target markets,
and how are these influencing your sales and marketing
strategies?

A: The luxury traveller is increasingly seeking authentic,
experience-led stays that combine heritage, sustainability,
and exclusivity. At The Xara Collection, we are seeing
stronger demand for bespoke, culturally rich experiences
across hotel stays, dining in restaurants, weddings,
corporate events, and celebrations, with a focus on art,
traditions, historic venues, Michelin-recognised cuisine, and
local produce. This shift has led us to focus our sales and
marketing on storytelling that highlights Maltese heritage,
sustainability, and curated experience.