Airport CEO says American market is golden opportunity for Malta

Bringing in high-spending American tourists lines up with Malta’s quality tourism strategy, CEO says

KM Malta Airlines has announced a new service between Malta and the Sicilian city of Palermo, which will run three times a week from the end of May.

In a statement Thursday, the airline said the new service would start operating from May 30 and continue throughout the summer.

The new service is KM’s second Sicily connection, with the airline already operating flights to Catania.

Direct flights between Malta and New York this summer are a golden opportunity to open the islands up for the American market, Malta’s airport chief said. 

Malta International Airport CEO Alan Borg said introducing a larger number of US tourists ties in with current attempts to attract “quality tourists”. 

In an interview with MaltaToday a few months before Delta Air Lines begins direct flights to Malta, Borg said official figures show that existing American tourists spend between €250 and €1,500 per night. The direct flights will enable the American market to grow. 

The airline had confirmed an initial schedule of three weekly flights between June and October. 

Asked about the risk of the authentic Maltese identity being wiped out by the same market pressures that thrive on it, Borg said Malta must invest in its identity so it can stand out and be preserved.  

The airport CEO further called for an increase in Maltese people working in the tourism industry, explaining that it can add value for the tourists seeking out Malta.