Malta Tourism Authority opens North America office in New York City

Deputy Prime Minister and Minister for Foreign Affairs and Tourism, Ian Borg, inaugurated the Malta Tourism Authority’s North America office, during a ribbon-cutting ceremony in New York City, on Friday.

The new office will operate within Malta’s Permanent Mission to the United Nations, which was inaugurated a few years ago in the heart of Manhattan. Malta’s Permanent Representative to the United Nations, Natasha Meli-Daudey, and Malta’s Ambassador to the United States, Godfrey Xuereb, also attended the event, alongside several industry leaders and stakeholders. The Deputy Prime Minister was accompanied by the Chief Executive Officer of the Malta Tourism Authority (MTA) Carlo Micallef and the Authority’s Representative for North America, Michelle Buttigieg, Director of Marketing, Arthur Grima, and Marketing Manager, Yasmine Scorfna.

In his remarks, Deputy Prime Minister Borg emphasised that the new offices will be crucial for the Authority’s operations in the North American region, offering a permanent base to engage directly with the travel industry, media, and stakeholders. “For any advanced destination, the U.S. travel market is the ultimate benchmark. For a small island nation like Malta, success here requires strategic, long-term commitment.”

Dr Borg added that this commitment has already delivered results, noting that this week marked several milestones for Malta in the United States, most notably the announcement of the direct flights between New York and Malta, as well as the U.S. premiere of Hidden Malta, a new documentary by Emmy Award-winning journalist Peter Greenberg.

MTA CEO Carlo Micallef explained that “our journey in North America began 11 years ago with the appointment of Michelle Buttigieg, to reintroduce Malta to this market. Her work has been instrumental in positioning Malta within the United States Tour Operators Association (USTOA) and elevating our profile as a premium destination through our Virtuoso Membership. The results have been exceptional, and this new office marks an important milestone in our long-term strategy.”

MTA Representative for North America, Michelle Buttigieg reflected on the strong foundation already in place. “The work by MTA in recent years has extended not only throughout New York but across North America, involving close collaboration with the tourism sector and creating greater visibility for Malta,” she said, adding that, looking forward, the office’s opening will create a special space that symbolises a bridge between Malta and the North American Market.

Malta remains committed to attracting tourism that generates greater economic value for the islands, while respecting their history, culture, and overall offering. This approach ensures that growth in tourism is sustainable and aligned with the country’s long-term strategy.