Malta recently played host to the prestigious Lufthansa City Centre (LCC) General Assembly 2025, welcoming around 500 international travel professionals from 78 countries between November 7th and 10th.

Held at the Westin Dragonara Resort in St Julian’s, this event underscores Malta’s rising stature as a strategic hub for global business and tourism.

Now in its 23rd edition, the annual LCC Assembly brought together leaders and decision-makers from the world’s largest independent travel agency franchise network, comprising over 600 members across 110 countries. This year’s theme, ‘ImpACT,’ focused on innovation, artificial intelligence, next-generation travellers, and sustainability, areas where Malta is positioning itself as a forward-thinking, connected and quality-driven destination.

Lufthansa City Centre’s decision to host the Assembly in Malta signals international recognition of the islands’ business-friendly environment and its commitment to quality, innovation, and sustainability.

Heiko Brix, head of international markets at Lufthansa City Centre International, emphasised the importance of a combined collaboration: “Our goal is to combine the power of technology, sustainability and the human factor through close cooperation and a shared vision.”

The Malta Tourism Authority (MTA) welcomed delegates warmly, outlining a clear strategy focused on attracting higher-value visitors while expanding into new long-haul markets across North and Latin America, Asia, Australia and the Middle East. This balanced approach highlights Malta’s ambition to be a global player in tourism and business travel, creating opportunities for investors in diverse sectors.

Carlo Micallef, CEO of the Malta Tourism Authority, noted that hosting such a significant event aligns with Malta’s broader goal to build a sustainable and innovative tourism sector that complements its wider economic development.

“This gathering brings together some of the leading minds shaping the future of travel and we are proud that Malta is serving as the place where ideas and opportunities come together,” he continued.

Events like the LCC Assembly enhance Malta’s visibility on the international stage and foster strategic partnerships, further solidifying its reputation as a premium destination for both business and leisure. This visibility translates into increased investor confidence, driving growth across sectors such as hospitality, technology, and professional services.