"The bottom line is that flights to North America will be challenging to fill," especially for what is both a tiny and largely unknown island. Perhaps also overshadowed in terms of tourism by nearby Italy, Malta’s ambitions for long-haul flights remain.
A strong dollar encouraging tourism in the Mediterranean
The MTA says it regulates and motivates its tourism industry, promoting related businesses and the country itself. It falls under the jurisdiction of the Ministry for Tourism and acts as a bridge between public and private tourism-related initiatives. Its CEO Carlo Micallef recently stated in an interview that Malta is “no longer at the mercy of take-it-or-leave-it tour operators,” moving thereby towards “interest groups who are willing to spend more.”
North American travelers—particularly Americans—are notoriously beneficial to Europe’s tourism-based economies, particularly in the South. As The Wall Street Journal indicated last month, a strong dollar has resulted in a surge in transatlantic travel to Europe.
Direct flights remain “firmly” in MTA’s “present and future plans,” according to The Times of Malta. Micallef says: "We are making all efforts to keep improving connectivity to the Maltese Islands [to increase] tourism volumes that make it feasible for airlines to consider direct flights."
Scrapped, resurfaced and scrapped again
In 2019, Air Malta floated the idea of long-haul flights with Airbus A321XLRs to destinations such as New York and India. The aircraft is Airbus’ longest-range narrowbody aircraft, perfect for flights between more secondary cities. Air Malta wanted to capitalize on this by offering between 185-236 seats on routes that would otherwise not make financial sense.
That said, "the Malta-to-New York route really isn’t that popular." Booking data suggests that in 2023, 16,000 passengers traveled roundtrip between these two points. It is worth noting though that providing direct flights would likely stimulate demand and make Malta a more attractive destination for American tourists. As it stands in 2023, key connecting cities for these one-stop roundtrip passengers were Frankfurt (FRA) with Lufthansa (LH), London Heathrow (LHR) with British Airways (BA), Paris Charles de Gaulle (CDG) with Air France (AF), and Rome Fiumicino (FCO) with Alitalia (AZ).
Air Malta initially wanted two A321XLRs to facilitate these routes with planned delivery for 2024. This plan was scrapped after deciding instead to refocus its business on core European markets due partly due financial struggles over years which contributed replacing old flag carrier now known KM Malata Airlines began operations March this year.
Ryanair CEO Michael O'Leary believes "the Maltese flag carrier is too small" ever profitable,
In lead-up first flight Central Bank published report detailing some plans backed up data saying:
"With size population making long-haul routes unprofitable unsustainable crucial rely indirect connectivity airports gateway rest world."
Seasonality consolidated network
New airline prioritizes profitable year-round markets connecting key European hubs such Paris London Amsterdam Munich Routes Europe event Denmark Frederic Revol Head Network Commercial Partnerships noted fundamental differences model compared predecessor:
"Our focus main capital larger cities strong connectivity we will not fly airports mainly catering low-cost operators their business model not ours our model go key airports"
All A320s have business seats Head Network Planning says some warrant even more.
He added network expansion necessarily plan rather push towards increased frequencies,
"Our aim go double-daily some key destinations."
Airline eight Airbus A320 aircraft including six neos two ceos.
Indirect connectivity
Important emphasis codeshare agreements partnerships attempting ensure one-stop other markets outside Europe Central Bank wrote February:
"This clearly illustrates whilst new airline restrict route offering retaining connections largest airports still offering strong secondary all continents."
Get latest aviation news right here Simple Flying KM codeshare agreements following carriers:
ITA Airways Turkish Airlines Lufthansa Group Air France-KLM airBaltic
Bottom line: Will see North America-Malta Flights?
Seems unlikely direct flight connecting New York any city matter day.
As KM repositions premium-focused core extensive partnerships any other trying enter long-haul face heavy competition.
It may not big but codeshare means one-stop provides extensive overall network Direct definitely stimulate demand put map appealing option tourists If local launching whoever undoubtedly hard time competing against.
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