The Malta Chamber of Commerce, Enterprise and Industry has welcomed the announcement of direct flights between the US and Malta but stressed that this milestone will only deliver results if matched by an exceptional visitor experience.

US carrier Delta Airlines has announced plans to commence direct flights from New York to Malta starting June 2026 – a breakthrough that The Malta Chamber has been advocating since first recommending it in its Rediscover document in November 2021. The proposal has since featured in every set of pre-budget submissions to government, while the Chamber’s Tourism Operators Business Committee actively pursued the initiative through contacts with American carriers.

The Chamber said the US remains one of the most attractive growth markets for Malta, particularly if the country succeeds in attracting high-value visitors. American travellers are known for their discerning tastes, and their per capita spending is typically higher than the average tourist.

However, The Malta Chamber emphasised that direct connectivity alone will not guarantee long-term success. To sustain momentum and capitalise on this opportunity, Malta must raise standards across its entire tourism product.

“The launch of direct flights is a major breakthrough, but it is only the beginning,” the Chamber said. “Malta must deliver a consistently high-quality visitor experience if it is to compete with other destinations. Cleanliness, upkeep, and service standards must be rigorously enforced.”

The Chamber called for stricter regulation and stronger enforcement to protect Malta’s reputation as a premium destination, ensuring that the benefits of this long-awaited development are maximised for both tourism and trade.