VisitMalta Incentives & Meetings (VMIM), together with the VisitMalta North America office, has successfully concluded a multi-city roadshow across North America aimed at strengthening Malta’s position within the American M.I.C.E. (Meetings, Incentives, Conferences & Exhibitions) and luxury travel markets.
The roadshow, a first for the organisation in the United States and Canada, brought together leading M.I.C.E. and luxury travel professionals through a series of exclusive events held in New York, Chicago and Toronto.
The initiative provided a platform to showcase Malta as a distinctive Mediterranean destination, highlighting the islands’ diverse meeting facilities, strategic location, rich culture and history, and authentic experiences that increasingly appeal to American travellers seeking unique and meaningful destinations.
The events were designed to foster relationships with key industry professionals, offering opportunities for the Maltese delegation to strengthen existing partnerships while establishing new connections in the North American market.
Adding a distinctive Maltese touch to the experience, VisitMalta partnered with US-based Maltese chef Giovann Attard, who curated a selection of Maltese-inspired culinary offerings, while cocktail specialists Molecular Fusion created bespoke drinks reflecting Malta’s flavours and heritage.
The roadshow was supported by a delegation of Maltese industry partners promoting their products and services to the North American market. Participating partners 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.
Strengthening Malta’s Presence in a Key Long-Haul Market
Carlo Micallef, CEO of the Malta Tourism Authority, remarked:
“This roadshow supports Malta’s long-term strategy to welcome higher-value, culturally engaged visitors from key long-haul markets. Strengthening our presence in North America contributes to our broader efforts towards sustainable growth, where we prioritise quality experiences, diversified markets and year-round demand. As connectivity improves and Malta further develops its luxury and M.I.C.E. offering, initiatives like this help us continue building visibility and meaningful partnerships that are essential to a resilient and future-ready tourism sector.”
Alaine Ciantar, Director of VisitMalta Incentives & Meetings, added:
“This roadshow reflects Malta’s continued efforts to strengthen its presence in long-haul markets. It forms part of a broader strategy that has been steadily building momentum, enabling us to further develop the United States as an exciting and growing source market for Malta. The islands’ expanding portfolio of luxury properties, together with continuously evolving M.I.C.E. infrastructure, augurs well for the continued growth of these sectors.”
North America Representative Michelle Buttigieg commented:
“With the launch of Delta’s nonstop flight from JFK to Malta in June, this roadshow comes at a key moment to elevate Malta’s visibility in North America. Through direct engagement with luxury travel advisors and M.I.C.E. professionals, we are strengthening partnerships that will be able to take advantage of this new non-stop service to the Maltese Islands, which extends through to 23 October.”
About VisitMalta Incentives & Meetings
VisitMalta Incentives & Meetings is the official M.I.C.E. division of the Malta Tourism Authority, dedicated to promoting the Maltese Islands as a destination for meetings, incentives, conferences and exhibitions. With its Mediterranean location, historic venues, modern facilities and year-round pleasant climate, Malta offers a distinctive blend of professional services and unique experiences for business events of all sizes.
