Emirates and MTA forge strategic partnership to enhance inbound tourism

Emirates, the world’s largest international airline, has signed a Memorandum of Understanding (MoU) with the Malta Tourism Authority to bolster inbound tourism through collaborative marketing efforts.

The MoU was signed by Thierry Aucoc, Emirates’ Senior Vice President, Commercial Operations (West) Europe and Americas and Carlo Micallef, Chief Executive Officer, Malta Tourism Authority, during ITB Berlin, Germany’s premier travel trade exhibition. The signing ceremony was also attended by senior executives from both organizations.

Under this strategic alliance, Emirates will leverage its expansive global network to promote Malta as a premier leisure destination. Key initiatives will include organizing media familiarisation trips from key target markets to showcase Malta’s unique appeal as a Mediterranean gateway. The two entities will further explore joint advertising campaigns and collaborations with tour operators and travel agents to develop compelling promotional packages.

 “Malta has been a key destination in our European network for over two decades, and 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’ Deputy President and Chief Commercial Officer Adnan Kazim said. 

Our daily service, operated by a Boeing 777-300ER - the largest scheduled passenger aircraft serving the destination - ensures that travellers enjoy our award-winning products and services, while local businesses benefit from the significant cargo capacity we offer on the route,” Kazim added. 

“This agreement will continue strengthening the long-standing collaboration between Malta and Emirates, while helping us reach out to more travellers, as we spread the word about the Maltese Islands’ unique attractions and experiences. By joining forces with international airlines and other key industry players, we are maximising our resources to constantly optimise our product development and promotion efforts and meet the ever-changing requirements of our diverse markets across the world, towards a more sustainable future for tourism in Malta and Gozo,” Foreign minister Ian Borg said. 

"This strategic partnership with Emirates represents a pivotal step in our mission to elevate Malta’s position as a premier destination for quality tourism. By harnessing Emirates’ extensive global reach and industry expertise, we aim to attract discerning travellers seeking authentic and high-value experiences. This collaboration aligns with our long-term vision for sustainable tourism growth, ensuring that Malta continues to thrive as a distinguished Mediterranean destination known for its rich heritage, natural beauty, and exceptional hospitality," commented the CEO of the Malta Tourism Authority Carlo Micallef.