Malta Tourism Authority and Trip.com Group Sign Pact to Boost Global Travel

The Malta Tourism Authority (MTA) and travel service provider Trip.com Group have entered into a strategic cooperation agreement aimed at enhancing Malta's profile as a worldwide tourist destination. The memorandum of understanding was signed on the sidelines of the 2026 WTTC Global Summit held in Valletta.

The collaboration will focus on destination promotion, diversifying tourism products, and advancing sustainable tourism initiatives over the next three years. Carlo Micallef, CEO of the MTA, highlighted the significance of the Chinese market within Malta's strategic plans for tourism growth. "Our partnership with Trip.com Group will assist us in reaching high-value travelers in China and globally more precisely, showcasing Malta’s distinct appeal as a premium Mediterranean destination," Micallef stated.

Edison Chen, Vice President of Trip.com Group, noted that inbound travel bookings to Malta have seen a 60% increase, indicating its rising popularity among international travelers. The partnership aims to leverage Trip.com Group's extensive network and technological capabilities to boost tourism to Malta, particularly from Asian markets.

Malta aims to increase its share of non-EU arrivals to 40% within the next decade. Despite potential short-term challenges with Schengen visa requirements, the market potential from China and other Asian countries is considered substantial. The agreement intends to utilize Trip.com Group's data insights and platform strengths to elevate Malta's brand recognition worldwide.