Business Profile
Having joined the Malta Tourism Authority (then known as the National Tourism Organisation Malta) in 1997, I progressively occupied all the main positions in the MTA’s Marketing Directorate.
I have held key positions within the MTA’s International Marketing Directorate throughout the 10 record years of tourism and, when I took up the position of CMO in July 2015, I embarked on initiatives to refresh the MTA’s marketing set-up, branding, PR and advertising activity overseas. These changes contributed to Malta and Gozo’s boom in tourism, with double digit growth year on year in tourist arrivals and achieving record growth in income from tourism and tourist bed nights.
During this period, the MTA in cooperation with the industry also achieved key objectives of a higher rate of growth in tourism in the winter months as well as strong diversification of tourism source markets.
In June 2022, I was appointed CEO of the Malta Tourism Authority to lead the recovery of Malta’s tourism industry after the pandemic.
The year 2022 saw a strong recovery by Malta and Gozo reaching 2.3 million tourist arrivals by end of year.
The strong demand for the Maltese Islands continued into 2023, seeing high load factors on all flights to Malta, record tourism arrivals and significant higher levels of income from tourism into Malta’s economy, all while achieving full recovery and a record year for Malta's tourism industry, reaching nearly 3 million tourists.
