Malta recently welcomed around 500 international travel professionals from 78 countries for the Lufthansa City Centre (LCC) General Assembly 2025, held between the 7th and 10th of November at the Westin Dragonara Resort in St Julian’s.
Now, in its 23rd edition, the annual LCC Assembly brought together independent travel agency leaders and decision-makers from around the world under the theme ‘ImpACT’. This year’s Assembly focused on the future of travel through innovation, artificial intelligence, next-generation travellers, and sustainability.
As the world’s largest independent franchise network of travel agencies, with over 600 members in 110 countries, Lufthansa City Centre selected Malta as this year’s host, recognising the islands’ drive in standing as a high-quality, well-connected, and forward-looking destination.
Heiko Brix, who is responsible for all international markets with 320 LCC members worldwide under the umbrella of Lufthansa City Centre International (LCCI), stated: “Our goal is to combine the power of technology, sustainability and the human factor through close cooperation and a shared vision.”
During the event which began in Valletta, a warm welcome from the Malta Tourism Authority was extended to delegates, whilst outlining Malta’s present and future strategy for tourism growth built around quality, sustainability, and innovation. The Malta Tourism Authority highlighted its ongoing strategy to attract higher-value visitors by focusing on a balanced mix of select European markets and increasing long-haul travel from North and Latin America, Asia, Australia, and the Middle East.
CEO of the Malta Tourism Authority, Carlo Micallef remarked that “it is an honour for us to host the Lufthansa City Centre General Assembly here in Malta, a recognition of our strategy in strengthening the Maltese Islands’ position as a destination of quality, innovation, sustainability and global connectivity as VisitMalta seeks to expand its activity in long haul markets and consolidate market share in Europe. 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 added that events and collaborations of this calibre are “an integral part of the quality tourism strategy we are building.
The event not only reinforced Malta’s position as a leading destination for business and leisure travel but also showcased the MTA’s dedication in supporting strategic partnerships that strengthen the country’s visibility on the international stage.
Source: MTA
