Malta is affirming itself as a tourism destination of choice in the Middle East, and has chosen Expo 2020 Dubai as a launch pad to make the destination known within the Emirates. Following a colourful spectacle to celebrate Malta Day on January 19th on the Malta Pavilion at Expo, the Maltese Tourism Authority is back in Dubai to hold a series of meetings with its tour operator and travel agency partners, as well as launch its marketing campaigns for 2022.
MTA will do this through a series of events throughout the year, marking Malta’s shift to a higher quality tourism offer. There will be a strong emphasis on tailor-made experiences, a focus on its first-class boutique artisan talent, cultural heritage and culinary excellence.
An exclusive, intimate fashion presentation by leading Maltese couturier and fashion historian Luke Azzopardi was the catalyst to showcase Malta as a bespoke travel destination where the concept of tailor-made experiences and bespoke service, even beyond fashion, will be highlighted.
A private fashion presentation by the Luke Azzopardi studio was held at the Palace Downtown Hotel in Dubai, on February 24th. A collection which looks at the fashion events in 1960’s Paris by couturiers of the time will showcase contemporary Maltese artisan excellence in jewellery, materials and design.
“We wanted to draw a parallel between high-end haute couture and bespoke luxury travel. Just like a tailor models a garment using the finest of materials and artistic flair, our travel specialists in Malta will know how to enchant you by combining elements together to create handcrafted vacations for the discerning Emirati traveller”, explained Claude Zammit Trevisan, MTA Senior Marketing Manager for the MENA region.
The focus for 2022 and beyond will be on Malta’s capacity to offer a bespoke service to deliver a distinctive hospitality experience for tourists visiting from this region.
“We wanted to surprise Emirati travellers by showcasing a collection of curated experiences that connect them with unique narratives across the Maltese islands, weaving wellness, sustainable design, bespoke concierge services and community involvement into the guest experience”, he added.
The event saw the attendance of Malta’s tour operator partners in the UAE, including Dnata, Al Rahlati, Emirates Holidays, Al Rostamani as well as private luxury concierges in the region.
The Mediterranean island archipelago offers a unique cultural heritage. Malta’s innovative tourism strategy for the Middle East will favour private encounters with the islands’ pool of exceptional artists, designers, artisans and craftsmen, offering travellers an insight into the country’s cultural, natural and culinary heritage. This resonates well with the expectations of post-pandemic travellers, where private viewings, and one-to-one sensorial experiences are key.
Emirates offers regular flights to Malta all-year-round, with frequencies going up to daily flights starting 1st July.