Carlo Micallef joined the Malta Tourism Authority in 1997 when it was known as the National Tourism Organisation Malta.

He progressively occupied all positions in the MTA’s Marketing Directorate and held key positions within its International Marketing Directorate throughout the 10 record years of tourism and, since assuming the position of CMO, he 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 best years in tourism, with double-digit growth year on year in the number of 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 a strong diversification of the source markets,” Mr Micallef says.

The MTA’s mission is to advance the economic and social activity of tourism in the national interest by working with all stakeholders to develop a sustainable industry for current and future generations.

Its vision is to achieve a healthy, sustainable and equitable tourism sector for the Maltese Islands, attracting regular inflows of quality visitors throughout the year from a diverse range of source markets while ensuring that those who choose Malta as their destination are served with professionalism and care.

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