Emirates has established a Memorandum of Understanding (MoU) with the Malta Tourism Authority aimed at promoting inbound tourism through joint marketing strategies. The MoU was finalized by Thierry Aucoc, Emirates’ Senior Vice President for Commercial Operations for West Europe and Americas, and Carlo Micallef, Chief Executive Officer of the Malta Tourism Authority, during the ITB Berlin, a leading travel trade exhibition in Germany.

Through this partnership, Emirates intends to utilize its extensive global network to market Malta as a top leisure destination. They plan to organize media trips from vital target markets to demonstrate Malta’s distinct allure as a Mediterranean gateway. Furthermore, both parties aim to create joint advertising efforts and alliances with travel agencies and tour operators to design attractive promotional packages.

Adnan Kazim from Emirates remarked: “Malta has been an essential part of our European network for over twenty years, showcasing its increasing allure as a prime leisure destination. This agreement reaffirms our dedication to enhancing Malta’s tourism sector by utilizing our global footprint to elevate inbound travel.”

He added, “Our daily service, operated by a Boeing 777-300ER, the largest scheduled passenger aircraft on this route, allows travelers to experience our award-winning services while benefitting local businesses through significant cargo capacity.”

Ian Borg, Malta’s Deputy Prime Minister and Minister for Foreign Affairs and Tourism, noted: “This agreement further strengthens the historical ties between Malta and Emirates, helping us connect with more travelers while promoting the unique attractions of the Maltese Islands. Working together with international airlines and key industry stakeholders allows us to optimize our resources and evolve our tourism offerings to meet the diverse needs of international markets strategically.”

Carlo Micallef elaborated: “This pivotal partnership with Emirates represents a significant milestone in our ambition to enhance Malta’s status as a premier quality tourism destination. By leveraging Emirates’ vast global reach and industry expertise, we aim to captivate discerning travelers desiring authentic high-value experiences, aligning with our long-term vision for sustainable tourism expansion, ensuring Malta’s continued success as a distinctive Mediterranean destination known for its rich heritage, breathtaking landscapes, and exceptional hospitality.”