A Malta Tourism Authority Office has opened in New York, in a week marked by Malta’s increased presence in North America. 

As part of its strategy to expand its reach in the US, the Malta Tourism Office (MTA) officially opened its new North American headquarters on Friday 19th September, within Malta’s Permanent Mission to the United Nations at 244 East 48th Street, New York City. 

“Now that MTA will have a real ‘VISITMALTA’ space, we will be able to expand our support for our travel industry partners,” Michelle Buttigieg, MTA’s North American Representative, said.

“We will also be able to welcome potential travellers themselves and provide them with specific information tailored to their interests, as well as host Maltese-themed events.”

Three developments have been unveiled in the last week: Delta Airlines’ announcement of the first-ever non-stop flights from New York (JFK) to Malta beginning Summer 2026, the US premiere of Peter Greenberg’s PBS television special Hidden Malta and the official opening of the Malta Tourism Authority’s new North American office.

The Government hopes that with this greater accessibility and a permanent presence in the US, Malta will be poised is to welcome “a new wave of American travellers eager to discover its history, culture, and hidden treasures.”

Foreign Minister Ian Borg hailed the new flight route as “a landmark for the Maltese Islands and for the longstanding ties between Malta and the US”.

“It strengthens our tourism potential in the North American market and empowers more social, cultural, and economic collaborations between our nations,” he said while inaugurating the new office.

Carlo Micallef, head of the Malta Tourism Authority added: “Delta’s timely announcement is a game-changer for Malta Tourism promotion in North America. When restarting the Malta Tourism Authority presence here 11 years ago, with Michelle Buttigieg as the MTA Representative in North America, Malta was known as the ‘Hidden Gem of the Mediterranean’. Now, especially with this first non-stop flight, it is no longer hidden to the American travel market. The interest and demand for Malta, especially from the high-end luxury traveller, as well as the young independent traveller, has grown enormously.”

“Now Delta’s direct flight, together with the opening of the MTA office in NYC, will offer Malta new opportunities to expand our promotions in this market.”

Meanwhile, the US premiere of Peter Greenberg’s Hidden Malta on September 18th showcased the islands’ authentic and lesser-known treasures to an influential audience.

MTA hosted the premiere of Hidden Malta, a new one-hour PBS television special produced and hosted by Peter Greenberg, multiple Emmy Award-winning journalist and CBS News Travel Editor. 

The program highlights Malta’s authentic and “lesser-known treasures”, from Gozo’s salt pans and luzzu fishing boats, to centuries-old tile-making traditions, film locations, and the nearly forgotten Maltese game of brilli. 

“I’ve been traveling to Malta for nearly 30 years, and I’m thrilled to now share some of its hidden treasures with the world. Malta is one of the capitals of great storytelling and experience,” Mr Greenberg said. 

The show will air nationwide on PBS this fall, followed by global release on Amazon Prime, Apple TV+, and YouTube, reaching millions of viewers worldwide. 

Dr Borg underscored its impact: “This is not just entertainment, it helps Malta take its rightful place on the global tourism stage.”