Long-haul services are the next step in Malta’s airline connectivity chain, says Ian Borg

The next upgrade to Malta’s air connectivity will come with the attraction of long-haul services, believes Deputy Prime Minister and Minister for Foreign Affairs and Tourism Ian Borg.

Addressing an audience of air travel professionals, he said that such flights would allow Malta “to tap more effectively in the lucrative Transatlantic and Asian markets.”

His comments were made at the SITA Customer Success Kick Off, which was held in Malta on Tuesday and Wednesday. The meeting brought together more than 400 top executives and senior managers of the company from all over the world.

Founded in 1949 by 11 airlines, SITA was established with a clear mission: To transform air travel through innovation.

The company facilitates communication between pilots and ground control, streamlines check-in processes, tracks lost baggage, and enhances the safety and sustainability of global travel.

In 2016, the Malta International Airport entered into a strategic partnership with the company to “put it at the forefront of technology in the aviation industry.”

Dr Borg said that aviation continues to take a more central role in Malta’s tourism industry.

“A strong aviation network means year-round connectivity and strong tourism inflows during all twelve months of the year, which sustain the industry’s operability and support the attraction of different tourism interests from different markets,” he said, as he underscored Malta’s ongoing efforts to continue developing new aviation links, including the attraction of airlines to carry passengers and cargo, aircraft registration, the granting of AOCs and aircraft servicing and maintenance.

“From a holistic governmental perspective, clustering the different aviation areas together brings additional benefits, creating hubs which make the relationship between the aviation sector and the country stronger and more solid,” he stated.

“As tourism continues to become more experiential in nature, with tourists seeking more and more hands-on experiences, technology takes an increasingly front seat role in the tourismr value chain,” he continued.

He also welcomed SITA’s drive towards the digital transition of the tourism industry, globally and in Malta, by integrating digital identity solutions, real-time journey updates, off-airport baggage handling and other systems to enhance efficiency in travel.

“The Maltese Government is playing a pivotal role in driving digital transformation in tourism, providing financial incentives such as tax credits, soft loans, and grants, while leveraging EU funding to support the adoption of digital technologies. We are also conducting a sectoral audit to assess digital readiness and promote the integration of advanced technologies such as AI, IoT, AR, and VR,” Dr Borg added.  

“We encourage a deeper focus on AI-driven personalisation, sustainable infrastructure, and cybersecurity in travel, ensuring that this island remains at the forefront of smart, responsible, and future-ready tourism,” he concluded.