Emirates has forged a new alliance with the Malta Tourism Authority, signaling a significant push to elevate Malta’s standing as a premier travel destination.
This strategic partnership, formalized through a Memorandum of Understanding (MoU), aims to harness the combined strengths of both entities to attract a surge of international visitors.
The agreement was signed at ITB Berlin, Germany’s leading travel trade exhibition. Thierry Aucoc, Emirates’ Senior Vice President, Commercial Operations (West) Europe and Americas, and Carlo Micallef, Chief Executive Officer of the Malta Tourism Authority, officially sealed the deal.
This collaboration marks a decisive step toward unlocking Malta’s full tourism potential.
Promoting Malta to a Wide Audience
Emirates’ extensive reach will be instrumental in promoting Malta’s unique allure to a wider audience. Key initiatives will include special media familiarisation trips.
These will showcase Malta’s captivating landscapes, rich history, and vibrant culture to key target markets. This will allow journalists and influencers to experience firsthand what makes Malta so special.
Furthermore, the partnership will explore dynamic joint advertising campaigns. These campaigns will be designed to capture the imagination of potential travelers. Collaborations with tour operators and travel agents will also be prioritized.
These collaborations will lead to the creation of compelling promotional packages, making Malta an irresistible choice for discerning travelers.
Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer, emphasized the airline’s longstanding commitment to Malta.
“Malta has been a key destination in our European network for over two decades,” he stated. “We’ve witnessed its growing popularity as a sought-after leisure gateway over the years.”
“This agreement reaffirms our commitment to supporting Malta’s tourism industry by leveraging our global reach to further boost inbound travel.”
Emirates Presence in Malta
Emirates’ daily service, operated by the Boeing 777-300ER, the largest scheduled passenger aircraft serving Malta, plays a crucial role.
This service ensures that travelers enjoy the airline’s award-winning products and services. Importantly, local businesses benefit from the significant cargo capacity offered on this route.
Malta’s Deputy Prime Minister and Minister for Foreign Affairs and Tourism, Hon. Ian Borg, highlighted the significance of this collaboration.
“This agreement will continue strengthening the long-standing collaboration between Malta and Emirates,” he said. “It helps us reach out to more travellers, as we spread the word about the Maltese Islands’ unique attractions and experiences.”
He further stressed the importance of joining forces with international airlines and other key industry players to optimize product development and promotion efforts.
Carlo Micallef, CEO of the Malta Tourism Authority, supported this notion. “This strategic partnership with Emirates represents a pivotal step in our mission to elevate Malta’s position as a premier destination for quality tourism,” he stated.
“By harnessing Emirates’ extensive global reach and industry expertise, we aim to attract discerning travellers seeking authentic and high-value experiences.”
Conclusion
This collaboration supports Malta’s long-term vision for sustainable tourism growth. The goal is to ensure that Malta continues to thrive as a Mediterranean tourist destination.
The partnership will focus on attracting tourists that will respect the island, and spend their money locally, thereby boosting Malta’s economy.
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