Emirates has signed an Memorandum of Understanding, or MoU, with the Malta Tourism Authority in order to promote inbound tourism via collaborative marketing efforts.
Thierry Aucoc (Senior Vice President, Commercial Operations, West Europe and Americas, Emirates) and Carlo Micallef (Chief Executive Officer, Malta Tourism Authority), both of whom are senior executives in their respective organizations, signed the MoU at ITB Berlin, Germany’s premier travel trade show. Senior executives from the two organizations also attended the signing ceremony.
Emirates will leverage their global network in order to promote Malta as the premier leisure destination. Media familiarisation trips will be organized from key target countries to showcase Malta’s unique charm as a Mediterranean Gateway. The two entities are also exploring joint advertising campaigns, as well collaborations with tour agents and travel agencies to develop compelling promotion packages.
Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer said: “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 the commitment of Emirates to support Malta’s Tourism Industry by leveraging our global presence to further boost inbound tourism.”
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.
Malta’s Deputy Premier and Minister for Tourism and Foreign Affairs Hon. Ian Borg said: “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 carriers and other key players in the industry, we maximise our resources and are able to meet the ever-changing needs of our diverse markets around the world.”
“This strategic partnership with Emirates is a key step in our mission to elevate Malta as a premier destination of quality tourism. By leveraging Emirates’ extensive global network and industry expertise, our goal is to attract discerning travellers who are seeking authentic and high value experiences. This collaboration aligns to our long-term vision of sustainable tourism growth. We want Malta to continue to thrive as a distinguished Mediterranean location known for its natural beauty, rich heritage, and exceptional hospitality”, commented Carlo Micallef.
