Malta was first inhabited 7,000 years ago but the island in the middle of the Mediterranean is only now being discovered by North American travelers in a significant way. While visitation from the Americas has been growing significantly, 2018 may be the ideal time to visit as Malta's capital, Valletta, has been designated the Culture Capital of Europe for this year.
Michelle Buttigieg, a representative with the Malta Tourism Authority in New York, said that tourism from North America was up 36 percent in 2017, and has been up a total of 45 percent in the four years since the U.S. office reopened after a closure of 12 years. Even more dramatic has been the growth of cruise stops with 13 ships now calling at the island and delivering 72,000 passengers last year.
And tour operators are also discovering Malta. Buttigieg said that four years ago only six operators had programs to Malta, but by last year that number soared to 32. Buttigieg said that while Malta has traditionally been included on a multi-country tour, more and more operators were offering the destination as a stand-alone destination. For instance, Goway has a seven-day "Malta Long Stay" excursion.
All told, the island now welcomes 2 million visitors annually-an amazing number for a country that has only a half-million inhabitants.
The reasons for the island's popularity are many, Buttigieg said, including a rich history, a deep cultural scene, 342 churches, a heritage that includes influences from many countries and extensive opportunities for adventure travelers. While Malta was a British colony and residents speak English, Buttigieg said there is also a strong flavor of Italian and other cultures. Recent tours focus on the island's Jewish heritage.
There are three UNESCO World Heritage Sites on the island, including the prehistoric Megalithic Temples, claimed to be the oldest freestanding structures on Earth. The city of Valletta itself is a world heritage site.
As for the Culture Year, Buttigieg said the theme is the "festa"-the traditional feast held by each village on the island between May and October each year. Because Malta has sunshine and mild weather all year, these events tend to be outdoors. While it always has a crowded calendar of events, Malta has stepped up the schedule dramatically for 2018 with constant events of every kind - music (including an international jazz festival), fashion, fireworks, sports and more. There are also beer, wine and chocolate festivals and an air show.
Events will take place on all three islands that make up the country - Malta, Gozo (an idyllic island of 35,000) and Comino (with few residents but home to a resort.) There is frequent ferry service to Gozo, a half-hour trip away.
And Malta appeals to many markets. For adventure seekers, there is excellent scuba, as well as rock climbing, hiking and watersports. Malta has also been a pioneer in welcoming the LGBT market and was the first country in Europe to create anti-discrimination laws for that community.
There are other elements that make Malta a destination for agents to consider for their clients, Buttigieg said. Among them: no visa is required; the island is a member of the European Union (using the Euro); and it is safe and very accessible. She said there are 136 air connections from within Europe. Many of those involve code sharing with Air Malta while others are direct flights by other national airlines.
There is a solid lodging infrastructure with major international brands like Hilton and InterContinental in place while Corinthia Hotels, a luxury brand, is itself based in Malta. The Phoenicia hotel is a member of Leading Hotels of the World while Xara Palace is a member of Relais & Chateaux. There is a Kempinski hotel on Gozo, but that island is also known for its villas and bed and breakfasts.
A strong lodging trend, said Buttigieg, is the conversion of palaces around the island into boutique hotels. The palaces were built for the Knights of Malta who ruled the country for almost three centuries.
Underlying that infrastructure, said Buttigieg, is a centuries-old tradition of hospitality. "We have always welcomed people from all over the world," she said, "and we continue to do so."
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