- The Malta Tourism Authority signed a strategic MOU with Trip.com Group
- The agreement covers 2026 to 2029
- It was signed on the sidelines of the WTTC Global Summit in Malta
- A core focus is expanding Malta’s reach into Chinese and Asian markets
- Trip.com Malta bookings have shown 60pc growth
The Malta Tourism Authority has signed a strategic cooperation memorandum of understanding with Trip.com Group. The agreement aims to promote Malta as a global destination. It was revealed on the sidelines of the 2026 World Travel and Tourism Council Global Summit held in Malta.
The Malta Tourism Authority has signed a 2026 to 2029 Strategic Cooperation Memorandum of Understanding with Trip.com Group to promote the country as a premium global destination. The three-year agreement was signed on the sidelines of the 2026 WTTC Global Summit held in Valletta, Malta. The signing took place during a meeting between MTA CEO Carlo Micallef, Tourism Minister Jo Etienne Abela and Trip.com Group Vice President Edison Chen. A core focus is expanding Malta’s reach into the Chinese and wider Asian tourism markets, aligning with Malta’s strategic goal to increase its share of arrivals from outside the European Union to 40pc over the next ten years.
By utilising Trip.com Group’s global platforms, the partnership aims to target high-spending visitors who are likely to travel throughout the year, boosting non-seasonal tourism. The two entities will cooperate closely on diversifying tourism products and promoting sustainable tourism practices across the Maltese islands. Malta intends to leverage Trip.com Group’s big data and AI-supported capabilities to optimise its digital marketing and promotional strategies globally. Travel bookings to Malta through Trip.com Group platforms have already shown a 60pc growth, underscoring strong existing momentum ahead of this expanded collaboration.
