Malta International Airport CEO Alan Borg has called on tourism stakeholders across the country to step up and ensure Delta Air Lines‘ new direct route between Malta and New York becomes a long-term success.Speaking to Lovin Malta and MeetInc. shortly after Delta’s inaugural direct flight from New York’s John F. Kennedy International Airport touched down in Malta, Borg stressed that the hard work starts now.“Our work today has just begun,” he said.Borg argued that the success of the route will ultimately depend on the experience visitors receive once they arrive, from the airport itself to hotels, restaurants and attractions across the islands.“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 said.The new connection is widely regarded as Malta’s first major opportunity to establish a strong foothold in the lucrative American tourism market.Borg revealed that American tourists were Malta’s highest-spending visitors in 2024, while arrivals from the United States increased by 47% when compared to the previous 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.He added that stakeholders across Malta’s tourism industry must now “recognise and embrace their responsibility” in ensuring visitors enjoy a positive experience that encourages repeat travel and supports the route’s commercial viability.The airport CEO also revealed that more than 90% of seats on Delta’s inaugural flight were occupied, describing the strong load factor as an encouraging sign for the route’s future.“Our work today has just begun,” Borg reiterated, while pledging Malta International Airport’s continued operational support to help Delta achieve positive results on the service.The route, which was first announced last September, will operate three times a week, on Mondays, Thursdays and Saturdays, until October.Monday’s arrival marked the return of regular direct air links between Malta and New York for the first time in decades.The last comparable service dates back to the 1990s, when flights operating between Sofia and New York as part of an Air Malta-Balkan Airlines partnership made scheduled stops in Malta.With Delta now betting on Malta’s growing appeal among American travellers, Borg’s message was clear: attracting visitors is only half the challenge, delivering an experience worth returning for is what will determine the route’s long-term success.•