MHRA and GTA hail Malta to New York direct flights as a game-changer for tourism

The Malta Hotels and Restaurants Association (MHRA) has hailed the announcement of direct flights between Malta and New York as a “historic step forward” and “a necessity” for the country’s tourism sector, calling it a long-awaited development that will open unprecedented opportunities for the industry and attract the higher-quality tourism the country has been longing for.

The association emphasised that the American traveller is widely recognised for longer stays, higher spending, and a strong appetite for cultural heritage, gastronomy, and authentic experiences – all areas in which Malta excels.

Beyond leisure tourism, the MHRA highlighted that the new route is set to boost the MICE sector (meetings, incentives, conferences, and exhibitions), as well as religious tourism, both of which have strong potential to attract American visitors.

“Direct air connectivity has always been the missing piece of the puzzle,” MHRA President Tony Zahra remarked, stressing that the American market is one of the most promising in terms of quality tourism.

‘A new link for Maltese communities in North America’ – GTA

The Gozo Tourism Association (GTA) also welcomed the announcement, describing it as a milestone in strengthening Malta’s global connectivity and recognising it as a valuable connection for Maltese communities in North America.

It noted that in recent years, Malta has experienced substantial growth in tourist arrivals from the United States and Canada, with the three weekly direct flights from John F. Kennedy International Airport expected to further fuel these numbers.

The GTA underlined that the initiative aligns closely with the objectives of the Malta Tourism Strategy 2030 and Envision 2050, which both emphasise the development of quality tourism.

Both associations expressed their gratitude to the Ministry for Tourism, the Malta Tourism Authority, and Malta International Airport for their role in securing the landmark route, which is set to commence in June.

Tourism funds shift from festivals to culture

As part of the broader strategy tied to Malta’s new transatlantic connection, the Malta Tourism Authority (MTA) will redirect funds previously used to sponsor large summer music events towards the promotion of cultural tourism.

The move reflects a deliberate policy shift aimed at attracting higher value-added visitors, particularly long-haul travellers from North America, who are known for longer stays, higher spending and a strong interest in history, heritage, and authentic experiences.

Specific areas of focus will include religious tourism, heritage and military tourism, art, and culinary experiences.

Direct flights between Malta International Airport and New York’s JFK, operated by Delta Air Lines, will begin in June 2026, with an initial schedule of three weekly services running through to October.

The Ministry for Tourism explained that the new direct flights from New York form part of its long-term goal to position Malta as a quality destination while strengthening cultural and economic ties with the United States.