Malta Business Journal Logo
Hospitality|Tourism

Malta's North America tourism chief wins global award as US arrivals quadruple

Malta's North America tourism chief wins global award as US arrivals quadruple

Michelle Buttigieg named Destination Leader of the Year as US and Canadian arrivals increase fourfold since 2014.

EV
Editorial Staff27 April 2026

Michelle Buttigieg, VisitMalta's North America representative, has been named Destination Leader of the Year at Global Traveler's 14th Annual Lifestyle Awards Gala.

The award was presented on 20 April at the InterContinental Miami by Francis X. Gallagher, CEO and Publisher of Global Traveler.

“There was a time when the question was, 'Where is Malta?' today, it's 'When is the best time to visit?'”

Gallagher praised Buttigieg as an unwavering spokesperson for Malta, highlighting her role in educating the American market on the destination's history, culture, and accessibility.

"Michelle Buttigieg has been an unwavering spokesperson for Malta and all its history, culture, and openness to all travellers," Gallagher said. "She has educated the American market on the destination's offerings and helped travellers realise that Malta belongs on their list of places to visit."

Since Buttigieg took up the post in 2014, arrivals from the United States and Canada have more than quadrupled. Malta is now one of the fastest-growing Mediterranean destinations for North American visitors.

Buttigieg said the award reflects a rewarding journey over the past 12 years. She noted that the question has shifted from "Where is Malta?" to "When is the best time to visit?"

That evolution, she added, is a testament to the support of the travel advisor community and industry partners, as well as Malta's expanding luxury offerings and authentic, curated experiences.

VisitMalta also received the Outstanding Social Responsibility Award at the same gala. The recognition highlights Malta's consistent top ranking on ILGA-Europe's Rainbow Map for ten consecutive years.

The islands are growing in popularity as a wedding and honeymoon destination within the American LGBTQIA+ travel market, supported by national equality initiatives and annual Pride celebrations in Valletta.

For Malta's business community, the award and growth figures confirm that the North American market is a high-value segment. The focus on luxury and curated experiences is driving yield, making further investment in this channel a clear commercial opportunity.