Malta International Airport CEO Alan Borg has called on tourism stakeholders across the country to ensure Delta Air Lines’ newly launched direct service between Malta and New York becomes a commercially sustainable long-term route.

Speaking to MeetInc. and Lovin Malta following the arrival of Delta’s inaugural flight from New York’s JFK Airport, Borg said the launch marks the beginning—not the culmination—of efforts to establish a successful transatlantic connection.

“Our work today has just begun,” CEO Alan Borg said.

While securing the route was a significant milestone, Borg stressed that its long-term viability will depend on the experience travellers receive across Malta’s tourism ecosystem.

“Delivery at every touchpoint, whether at the airport, at the hotel or anywhere throughout the value chain, will determine whether this route is profitable and sustainable,” he explained.

The route represents one of Malta’s strongest opportunities to expand its presence in the high-value US travel market. According to Borg, American visitors were Malta’s highest-spending tourists in 2024, while arrivals from the United States increased by 47% year-on-year.

“These statistics show that Delta Air Lines is not taking a leap into the unknown but responding to a growing demand for travel to Malta among US travellers,” he said.

Borg noted that the responsibility for converting that demand into long-term route success extends beyond airlines and airports, requiring coordinated efforts from hotels, restaurants, attractions and other tourism operators.

“We all need to recognise and embrace our responsibility in ensuring visitors enjoy an experience that encourages them to return,” he said.

Early indicators appear positive. Borg revealed that more than 90% of seats on Delta’s inaugural flight were occupied, describing the load factor as an encouraging sign for the service’s future prospects.

The route, first announced in September 2024, will operate three weekly frequencies: Mondays, Thursdays and Saturdays, through October.

Monday’s arrival also marked the return of regular direct air connectivity between Malta and New York for the first time in decades. The last comparable service dates back to the 1990s, when flights operated under an Air Malta–Balkan Airlines partnership between Sofia and New York with scheduled stops in Malta.

As Delta tests demand for direct travel between the US and Malta, Borg’s message was clear: attracting visitors is only the first step. Delivering an experience that justifies repeat travel will ultimately determine whether the route becomes a permanent fixture on Malta’s aviation map.