Published on
September 21, 2025
By: Paramita Sarkar
The Malta Tourism Authority (MTA) has opened its new office in New York City, signaling a significant expansion of its tourism outreach in the U.S. This strategic move aims to strengthen Malta’s presence in the North American market, which is considered a key region for global travel. Located within Malta’s Permanent Mission to the United Nations in Manhattan, the office is set to serve as a hub for engaging with the U.S. travel industry, media, and key stakeholders.
With the U.S. market being one of the most influential in the world, the opening of this office marks a critical moment for Malta as it seeks to increase its appeal among American tourists. By establishing a permanent base in New York, the MTA aims to build stronger, long-term relationships with the travel sector, ensuring that Malta remains a top destination for U.S. travelers.
Strengthening Connections in a Key Tourism Market
The inauguration ceremony, attended by a delegation of important figures including Malta’s Deputy Prime Minister and Tourism Minister, Ian Borg, alongside Malta’s Permanent Representative to the United Nations, Natasha Meli-Daudey, and Ambassador to the U.S., Godfrey Xuereb, underscored the importance of this new initiative. MTA’s CEO, Carlo Micallef, and the Authority’s North American Representative, Michelle Buttigieg, were also present, highlighting the collective effort involved in positioning Malta as a key player in the U.S. tourism market.
The decision to place the office within the Permanent Mission to the United Nations not only boosts Malta’s visibility but also reinforces the country’s commitment to engaging with the international community in the heart of Manhattan. This location offers the MTA an ideal platform to directly communicate with influential industry leaders and media outlets that can help promote Malta as a prime destination for American tourists.
U.S. Flights and Other New Initiatives Driving Tourism Growth
Coinciding with the office opening, Malta has announced the launch of direct flights between Malta and New York, set to begin in June 2025. This exciting development will be operated by Delta Airlines and will connect John F. Kennedy International Airport in New York to Malta International Airport, making it even easier for American tourists to visit the Mediterranean island. The new flight route will eliminate the need for layovers, offering a seamless travel experience that will encourage more visitors to explore Malta’s unique offerings.
Additionally, the opening of the Malta Tourism Authority’s (MTA) New York office marks a significant step in expanding U.S. tourism to Malta. Key partnerships with U.S.-based travel associations such as the United States Tour Operators Association (USTOA) and Virtuoso have played a crucial role in enhancing Malta’s visibility among high-end American travelers. Additionally, airlines like Delta Airlines are helping by introducing direct flights between New York and Malta in June 2025, facilitating seamless travel between the two destinations. These efforts, backed by MTA’s strategic presence in New York, aim to increase Malta’s appeal in the competitive U.S. market
A Long-Term Strategy for North American Engagement
Malta’s journey in North America began over a decade ago with the appointment of Michelle Buttigieg to reintroduce the island to the U.S. tourism market. Her efforts, along with those of the MTA, have successfully elevated Malta’s profile within key travel networks, such as the United States Tour Operators Association (USTOA) and Virtuoso. These partnerships have been instrumental in positioning Malta as a premium travel destination for discerning American travelers.
Buttigieg reflected on the substantial groundwork laid by the MTA in recent years, noting that the office’s opening marks a new chapter in this ongoing effort. The strong foundation established across North America, especially in New York, will allow Malta to build on its growing popularity in the region. The creation of a dedicated space for North American tourism operations is seen as a natural progression in Malta’s long-term strategy for tourism growth.
Malta’s Growing Popularity Among U.S. Tourists
In recent years, Malta has witnessed a rise in the number of American tourists visiting the island. Known for its Mediterranean charm, ancient ruins, and world-class hospitality, Malta offers American travelers a diverse range of experiences, from exploring historic sites like Valletta and Mdina to enjoying the scenic beauty of Gozo and the Blue Lagoon. With direct flights now in place, the island is set to become even more accessible to American visitors, making it easier than ever for them to discover everything Malta has to offer.
The new office in New York will play a crucial role in sustaining this momentum. By providing a permanent base for the MTA’s North American operations, the office will enable more direct engagement with travel agents, tour operators, and media representatives. These collaborations will help promote Malta as a top destination for leisure and cultural tourism in the U.S.
A New Era for Malta’s U.S. Tourism Strategy
The opening of the Malta Tourism Authority’s office in New York City represents a major milestone in the country’s tourism strategy. This office is not just about increasing tourism numbers; it’s about establishing Malta as a top-tier destination for American travelers seeking unique cultural and travel experiences in the Mediterranean. As the MTA continues to build its presence in North America, Malta is poised to become a key player in the U.S. tourism market for years to come.
