Deputy Prime Minister and Minister for Foreign Affairs and Tourism Ian Borg joined the Malta Tourism Authority and key tourism industry players to promote the Maltese Islands during ITB Berlin, the world’s largest travel fair, which convened this week in the German capital.
Hosted by Malta Tourism Authority (MTA)’s international promotion arm VisitMalta, Malta’s pavilion at ITB Berlin featured more than 30 industry stakeholders, including hotels, incoming agents, and destination management companies.
This year, destination Gozo was high on the agenda, with a special event in collaboration with the Gozo Tourism Association and the Gozo Ministry, promoting the sister island’s potential for travellers seeking authentic Mediterranean experiences.
“As a country, we will continue pursuing our strategy focusing on high quality tourism, positioning the Maltese Islands as a year-round destination, while augmenting sustainability. We want to welcome guests who see Malta as the place for unique experiences and encounters. We are investing in our product, in the training of our human resources, and in our air connectivity, as we innovate to improve and diversify our offering while ensuring that we remain authentic, to be a destination of choice for quality experiential tourism,” Mr Borg explained.
The Deputy Prime Minister also emphasised the need for all stakeholders to prioritise responsible tourism. “We recognise that sustainable growth is crucial to the long-term success of our industry. We are therefore pushing for sustainability measures and higher quality standards, so that tourism remains beneficial for both visitors and local communities.”
On the margins of the ITB, Mr Borg held meetings with the Deputy Minister of Tourism of Cyprus Kostas Koumis, the Director General of the Ministry of Tourism of Israel, Dani Shahar, as well as representatives of international travel organisations.
This year, with the support of Heritage Malta, MTA’s participation at ITB Berlin also showcased the Malta Biennale, which will return in 2026 following a successful first edition in 2024.
Photos: ODPM-MFT
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