Malta targets US MICE and luxury travellers with first multi-city roadshow
The Malta Tourism Authority has completed its first multi-city US roadshow, focusing on MICE and luxury travel as Delta prepares to launch nonstop flights from New York.
The Malta Tourism Authority has completed its first multi-city roadshow across North America. The initiative targets the US MICE (Meetings, Incentives, Conferences, Exhibitions) and luxury travel markets.
VisitMalta Incentives & Meetings, together with the VisitMalta North America office, organised events in New York, Chicago and Toronto. The roadshow brought together leading MICE and luxury travel professionals.
A delegation of Maltese industry partners participated. They included The Westin Dragonara Resort, Malta Marriott Resort & Spa, SIT Malta, ME Malta by Meliá, The Phoenicia Malta, Rosselli AX Privilege, Xara Collection, Exclusively Malta and Citrus DMC.
Chef Giovann Attard, a US-based Maltese chef, curated Maltese-inspired culinary offerings. Cocktail specialists Molecular Fusion created bespoke drinks reflecting Malta’s flavours and heritage.
MTA CEO Carlo Micallef said the roadshow supports Malta’s long-term strategy to welcome higher-value, culturally engaged visitors from key long-haul markets. He emphasised sustainable growth, quality experiences, diversified markets and year-round demand.
Alaine Ciantar, Director of VisitMalta Incentives & Meetings, said the roadshow reflects continued efforts to strengthen presence in long-haul markets. She noted that Malta’s expanding portfolio of luxury properties and evolving MICE infrastructure augurs well for sector growth.
North America Representative Michelle Buttigieg highlighted the timing of the roadshow with Delta’s nonstop flight from JFK to Malta starting in June. The service runs through 23 October.
For Malta’s business community, the roadshow signals a strategic push into a high-value source market. Hotels, event venues, and service providers stand to benefit from increased visibility among US corporate travel planners and luxury travel advisors.
The initiative is part of a broader shift towards quality over quantity in Maltese tourism. With connectivity improving, the island is positioning itself to capture a share of the premium travel segment.