Back in 2021, Lufthansa organised 12 chartered flights between Newark, USA, and Malta exclusively for cruise passengers. However, the prospect of direct flights between Malta and the United States seems remote, as highlighted by Malta Airport’s CEO, Alan Borg, during a recent New Year press conference.

Responding to inquiries, Borg stated that the current passenger numbers do not warrant establishing a direct connection. Realistically, he noted that the short to medium-term likelihood of a direct route to the US is challenging. The CEO pointed out the considerable disparity in operational costs between long-haul and short-haul flights, noting that long-haul flights are approximately three to four times more expensive for airlines.

In February last year, there were discussions about the potential utilisation of Malta as a stopover for Ethiopian Airlines’ flights to the United States. Prime Minister Robert Abela explored this possibility during Ethiopian Prime Minister Abiy Ahmed Ali’s brief visit to Malta.

Borg noted that Malta needs more travellers to justify the regular operation of a direct route to the US. He outlined Malta International Airport’s strategy, which focuses on expanding connectivity within Europe. The aim is to provide American travellers with shorter connections. Borg intends to present a compelling case to North American airlines for direct flights once organic growth is achieved.

Leslie Vella, the Deputy CEO of the Malta Tourism Authority, revealed that around 50,000 US travellers visit Malta annually. Despite the challenges posed by the Covid-19 pandemic, arrivals in 2023 surpassed the 2019 figures, reaching approximately 48,000 visitors.

Vella underscored the ongoing efforts to engage with the US market, citing its attractiveness due to a traveller profile characterised as smart and sophisticated, with year-round interest and a genuine curiosity in Malta’s cultural offerings. Similar efforts are also being made to tap into the Australian market, according to Vella.