Malta and Trip.com Group sign tourism cooperation deal

The Malta Tourism Authority and Trip.com Group have signed a Strategic Cooperation Memorandum of Understanding (MOU) to promote Malta as a global tourism destination. The agreement, signed during the 2026 WTTC Global Summit in Valletta, aims to enhance tourism ties between Malta and China, with a focus on destination promotion, tourism product diversification, and sustainable tourism over the next three years.

Carlo Micallef, CEO of the Malta Tourism Authority, highlighted the importance of China as an emerging market, stating that the partnership with Trip.com Group will help Malta reach high-value travellers globally. "Our partnership with Trip.com Group will help us reach high-value travellers in China and around the world more precisely and showcase Malta's unique appeal as a premium Mediterranean tourism destination," Micallef said.

Edison Chen, Vice President of Trip.com Group, noted the growing interest in Malta, with a 60% increase in inbound travel bookings. "Malta is a vibrant destination offering a wealth of cultural and premium experiences and excellent connectivity," Chen remarked. The collaboration aims to leverage Trip.com Group's global reach and platform technology to boost tourism in Malta, particularly from Asia.

Malta is actively working to increase the share of arrivals from outside the EU to 40% within the next decade. Despite challenges such as Schengen visa requirements, the potential for market growth is significant. The partnership will utilise Trip.com Group's big data and AI capabilities to enhance Malta's brand as a premium destination. The MOU is a key outcome of the WTTC Global Summit, which gathered tourism leaders from over 100 countries.

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