Malta is taking bold steps to expand its tourism reach in the United States. The island nation has opened a new office in New York City to strengthen its presence in the North American travel market. This initiative is part of a wider strategy to attract more American visitors and position Malta as a top destination for U.S. tourists. Located within Malta’s Permanent Mission to the United Nations in Manhattan, the new office will serve as a hub for connecting with the U.S. travel industry, media, and key stakeholders. By establishing a permanent base in New York, Malta aims to build long-term relationships with tour operators, travel agents, and media outlets. This strategic move is expected to increase awareness of Malta as a must-visit Mediterranean destination.
The inauguration of the New York office was attended by Malta’s Deputy Prime Minister and Tourism Minister, Ian Borg, along with Malta’s Permanent Representative to the UN, Natasha Meli-Daudey, and Ambassador to the U.S., Godfrey Xuereb. Malta Tourism Authority (MTA) CEO Carlo Micallef and North American Representative Michelle Buttigieg were also present, reflecting the collaborative effort to grow Malta’s tourism footprint in the U.S. Placing the office within the UN Mission boosts Malta’s visibility and shows its commitment to international engagement. The Manhattan location provides a strategic platform to interact directly with influential industry leaders, journalists, and media channels that can promote Malta to American audiences.
Alongside the office opening, Malta has announced direct flights between New York and Malta starting June 2025. Delta Airlines will operate the route from John F. Kennedy International Airport to Malta International Airport. These flights eliminate layovers and provide a smoother travel experience for American tourists. The new air link is expected to drive a significant increase in U.S. visitors. In combination with the launch of the documentary Hidden Malta, produced by Emmy-winning journalist Peter Greenberg, the island’s cultural and scenic attractions will gain more exposure among American travelers. The film highlights Malta’s historic sites, stunning landscapes, and rich heritage, helping to further promote tourism growth.
Malta’s efforts in North America began over a decade ago with the appointment of Michelle Buttigieg, who has worked to reintroduce the island to U.S. travelers. Her work with the MTA has strengthened partnerships with major travel networks, including the United States Tour Operators Association and Virtuoso. These collaborations have positioned Malta as a premium travel destination for discerning American tourists. Buttigieg noted that the New York office represents a new phase in Malta’s long-term strategy. By providing a dedicated space for North American operations, the MTA can better coordinate tourism initiatives, engage with travel professionals, and respond to the growing demand for Maltese tourism experiences.
Malta has seen a steady increase in U.S. visitors in recent years. American travelers are drawn to the island’s Mediterranean charm, historic cities like Valletta and Mdina, and natural attractions such as Gozo and the Blue Lagoon. With direct flights and enhanced promotional efforts, Malta is now more accessible, offering seamless travel experiences for tourists from the United States. The New York office will play a key role in maintaining this momentum. It will facilitate partnerships with travel agencies, tour operators, and media outlets, ensuring that Malta’s cultural, historical, and leisure offerings reach a broader American audience.
The launch of Malta’s tourism office in New York marks a pivotal moment in its U.S. strategy. Combined with direct flights and media initiatives, the office is expected to boost visitor numbers and enhance Malta’s profile as a top-tier destination. By creating a strong presence in the United States, Malta is setting the stage for sustained growth in American tourism and establishing itself as a leading Mediterranean travel destination.
