Malta looks to China and Asia to diversify tourism markets

The Malta Tourism Authority (MTA) has signed a strategic cooperation agreement with Trip.com Group for the 2026–2029 period, aimed at strengthening Malta’s presence in international tourism markets, particularly China and Asia.

The agreement was signed on the sidelines of the World Travel and Tourism Council (WTTC) Global Summit 2026, which was held in Malta.

Tourism Minister Jo Etienne Abela, MTA chief executive Carlo Micallef and Trip.com Group vice-president Edison Chen attended the signing.

The collaboration will focus on promoting Malta as a tourist destination, diversifying its tourism offering and strengthening sustainable tourism, using Trip.com Group’s global reach and technological capabilities.

Minister Abela said travel bookings to Malta through the group’s platform had increased by 60 per cent, adding that the partnership was intended to generate further interest in Malta among travellers from Asia and other markets.

He said the initiative supports Malta’s strategy to increase the proportion of tourist arrivals from outside the European Union to 40 per cent over the next decade.

Mr Micallef described market diversification as a strategic priority for Malta, identifying China as an important growth opportunity.

He said the partnership should help Malta reach more international travellers and strengthen its position as a quality Mediterranean destination, particularly among visitors who spend more and travel throughout the year.

The agreement forms part of Malta’s efforts to attract new visitor markets while supporting a more diversified and sustainable tourism sector.