Mediterranean Observer
The Malta Hotels and Restaurants Association (MHRA) strongly commends the Malta Tourism Authority (MTA) and Deputy Prime Minister and Minister for Foreign Affairs and Tourism Dr Ian Borg for the landmark announcement of a new direct flight connecting New York to Malta. What has long been called for has finally been realized.
This development is a game-changer for Malta’s tourism industry. Direct connectivity with the United States opens unprecedented opportunities to attract high-value visitors from one of the world’s largest outbound tourism markets. The American traveller is recognized globally for longer stays, higher spending, and a strong interest in cultural heritage, gastronomy, and authentic experiences, all areas where Malta excels.
Beyond leisure tourism, this new route will also give a significant boost to the MICE industry (meetings, incentives, conferences, and exhibitions) and to religious tourism, both of which have strong potential in attracting American visitors. Improved accessibility will make Malta more attractive for international events, faith-based travel, and niche segments that align perfectly with Malta’s strengths.
For Malta, a small island nation competing on the global stage, direct air links are not a luxury but a necessity. The New York–Malta route strengthens our position as a quality destination, improves accessibility for U.S. visitors, and enhances our international profile at a time when competition is fierce.
MHRA President Tony Zahra stated: “This is a historic step forward. The U.S. market is one of the most promising in terms of quality tourism, and direct air connectivity has always been the missing piece of the puzzle. Now, Malta is better positioned to attract discerning travellers who are looking for unique experiences and will leave a real impact on our economy. We applaud the leadership shown by the MTA and Deputy Prime Minister Dr Ian Borg in making this vision a reality. It is investments like these in connectivity that secure the future of our tourism sector.”
MHRA reiterates its full support for this initiative and looks forward to continued collaboration with government and stakeholders to ensure the successful rollout of this strategic route.
