The Malta Tourism Authority (MTA) has signed a strategic agreement with Trip.com Group covering 2026 to 2029, as Malta seeks to diversify its tourism markets and attract more visitors from China and other Asian countries.

The agreement was signed on the sidelines of the World Travel and Tourism Council (WTTC) Global Summit 2026, held in Malta, with Tourism Minister Jo Etienne Abela, MTA chief executive Carlo Micallef and Trip.com Group vice-president Edison Chen attending.

The partnership will focus on promoting Malta internationally, diversifying its tourism offering and supporting sustainable tourism by leveraging Trip.com Group’s global reach and technological capabilities.

Minister Abela said bookings to Malta through the platform had increased by 60 per cent, highlighting the potential for the partnership to generate further interest among travellers from Asia and other international markets.

The agreement also supports Malta’s strategy to increase the share of tourist arrivals from outside the European Union to 40 per cent over the next decade.

Mr Micallef said diversifying tourism markets remained a strategic priority, describing China as an important opportunity for growth.

He added that the partnership was expected to help Malta reach more international travellers and strengthen its position as a Mediterranean destination, particularly among higher-spending visitors and those travelling throughout the year.

The agreement forms part of Malta’s broader efforts to broaden its tourism base and develop a more diversified and sustainable sector.