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[BUSINESS] · Malta, China · 3 sources

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Malta Tourism Authority and Trip.com Group sign strategic partnership

tourism cooperation strategic partnership China-Malta tourism destination promotion sustainable tourism

The Malta Tourism Authority and Trip.com Group have signed a Strategic Cooperation Memorandum of Understanding (MOU) covering the period from 2026 to 2029. The agreement was formalized during the 2026 WTTC Global Summit in Malta.

Under the partnership, the two organizations will collaborate on destination promotion, the diversification of tourism products, and the advancement of sustainable tourism. The initiative aims to target high-value travelers, particularly from the Chinese market, which Malta identifies as a critical emerging market in its strategic plans.

Malta is working toward a long-term goal of increasing arrivals from outside the European Union to 40% within the next decade. Trip.com Group reported a 60% growth in inbound travel bookings to Malta, highlighting the destination's increasing global appeal.

Entities

Carlo Micallef · Edison Chen · Jo Etienne Abela · Malta Tourism Authority · Trip.com Group

Sources

Commitment of $2 billion in new investment in Malta announced during WTTC Global Summit [businessnow.mt]
Malta Tourism Authority and Trip. com Group Sign Strategic Cooperation Memorandum of Understanding to Promote Malta as a Global Destination [www.europesays.com]
Malta Tourism Authority and Trip. com Group Sign Strategic Cooperation Memorandum of Understanding to Promote Malta as a Global Destination [theqldr.com.au]