BERLIN: Emirates has signed a Memorandum of Understanding (MoU) with the Malta Tourism Authority to enhance inbound tourism through joint marketing initiatives.
The agreement, formalised during ITB Berlin, was signed by Thierry Aucoc, Emirates’ Senior Vice President, Commercial Operations (West) Europe and Americas, and Carlo Micallef, Chief Executive Officer of the Malta Tourism Authority. Senior executives from both organisations were also present at the event.
This strategic alliance will see Emirates leveraging its extensive global network to promote Malta as a premier leisure destination. The partnership includes organising media familiarisation trips from key markets to highlight Malta’s unique attractions. Additionally, the two entities will collaborate on advertising campaigns and work closely with tour operators and travel agents to develop tailored promotional packages.
Commitment to growth
Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer, highlighted the airline’s dedication to Malta’s tourism sector. “Malta has been a key destination in our European network for over two decades, and we’ve seen its growing appeal as a sought-after leisure gateway. This agreement reaffirms our commitment to supporting Malta’s tourism industry by leveraging our global reach to drive inbound travel.”
Kazim also emphasised the benefits of Emirates’ daily Boeing 777-300ER service, which provides travellers with premium onboard experiences and offers substantial cargo capacity for businesses.
Malta’s Deputy Prime Minister and Minister for Foreign Affairs and Tourism, Hon. Ian Borg, welcomed the agreement, stating, “This collaboration strengthens the long-standing ties between Malta and Emirates, allowing us to reach a wider audience and showcase the Maltese Islands’ distinctive experiences. Our focus remains on maximising resources to meet the evolving demands of international travellers, ensuring sustainable tourism growth for Malta and Gozo.”
Expanding Malta’s reach
Carlo Micallef, CEO of the Malta Tourism Authority, described the partnership as a pivotal step in positioning Malta as a premier destination. “By harnessing Emirates’ vast global network and expertise, we aim to attract discerning travellers seeking high-quality and authentic experiences. This collaboration aligns with our long-term vision for sustainable tourism growth, ensuring Malta remains a distinguished Mediterranean destination.”
Emirates has been serving Malta since 2003 and currently operates a daily flight using a Boeing 777-300ER. Over 1.2 million passengers have travelled between Dubai and Malta to date. The airline’s extensive inflight entertainment system, regionally inspired dining, and award-winning service continue to enhance the travel experience for passengers.
Additionally, with over 27,000 Emirates Skywards members in Malta, the airline’s loyalty programme remains a strong incentive for frequent travellers.