The Malta Tourism Authority (MTA), through VisitMalta Incentives & Meetings (VMIM) and its North America office, has concluded its first multi-city roadshow across North America, aimed at strengthening Malta’s visibility among high-value travellers and business event organisers.

The initiative brought together leading professionals in the meetings, incentives, conferences and exhibitions (MICE) and luxury travel sectors through a series of events held in New York, Chicago and Toronto. It marked a first for the organisation in both the United States and Canada.

Designed as a strategic engagement platform, the roadshow showcased Malta’s offering as a Mediterranean destination for business and premium leisure travel. The MTA highlighted the islands’ meeting infrastructure, cultural heritage, strategic location and range of curated experiences aimed at travellers seeking more distinctive destinations.

The events also focused on relationship-building, allowing Maltese stakeholders to strengthen existing partnerships while establishing new connections within the North American market.

A delegation of Maltese industry partners supported the initiative, including major hospitality and destination management operators such as The Westin Dragonara Resort, Malta Marriott Resort & Spa, The Phoenicia Hotel, Xara Collection and Exclusively Malta, among others.

To enhance the experiential element, the roadshow incorporated Maltese culinary and cultural themes, featuring dishes curated by US-based Maltese chef Giovann Attard alongside bespoke cocktails inspired by local flavours.

MTA CEO Carlo Micallef said the initiative aligns with Malta’s long-term tourism strategy to attract higher-value, culturally engaged visitors from long-haul markets, particularly as the country seeks to diversify demand and support sustainable, year-round tourism growth.

Alaine Ciantar, Director of VisitMalta Incentives & Meetings, noted that the roadshow forms part of a broader effort to build momentum in long-haul markets, particularly the United States, which is emerging as a growing source market for Malta.

Meanwhile, North America representative Michelle Buttigieg highlighted the timing of the initiative alongside the launch of Delta Air Lines’ direct flight between New York’s JFK Airport and Malta, which is expected to further enhance connectivity and support inbound demand from the region.