The Malta Tourism Authority (MTA) and Trip.com Group have signed a Strategic Cooperation agreement for the period 2026–2029, with the aim of strengthening Malta’s promotion in international markets, with a particular emphasis on China and Asia.
The agreement was signed on the sidelines of the World Travel & Tourism Council (WTTC) 2026 Global Summit, which is taking place in Malta. The signing was attended by Minister for Tourism Jo Etienne Abela, MTA CEO Carlo Micallef, and Trip.com Group Vice President Edison Chen.
The collaboration will focus on promoting Malta as a tourist destination, diversifying the tourism product and strengthening sustainable tourism, using Trip.com Group’s global reach and technological capabilities.
Minister Jo Etienne Abela said that travel bookings to Malta on the group’s platform have registered a 60% growth, and expressed his commitment that the collaboration will continue to increase interest in Malta among travellers from Asia and other markets. He stressed that this initiative is in line with Malta’s strategy to increase the proportion of arrivals from outside the European Union to 40% in the next ten years.
“This collaboration is another step in our efforts to continue diversifying tourism markets and strengthening Malta’s position on the international stage. Through strategic partnerships such as this, we are creating new opportunities for Malta to reach more visitors, while continuing to build a quality, resilient and sustainable tourism sector,” concluded Dr Abela.
MTA CEO Carlo Micallef said that market diversification is a strategic priority for Malta, and that China represents an important opportunity for growth. The partnership should help Malta reach more international travellers and further strengthen its position as a quality Mediterranean destination, with higher spending and year-round tourism.
Through this agreement, Malta continues to strengthen its international collaboration and work to attract new visitors, while supporting a diversified and sustainable tourism sector.
