Will they be going to Comino?

The arrival of the first-ever direct flight from New York to Malta, carrying about 200 passengers, was met with some extraordinary fanfare. The passengers travelled some 7,400 kilometres to get here in what must have been a 10-hour flight. This development is very welcome but what exactly are we welcoming these visitors to?

The arrival of Delta Airlines’ inaugural flight from JFK Airport is without question a significant milestone for our islands. The direct connection opens our doors to a market that has shown immense interest in what makes Malta truly unique.

American visitors are probably the highest-spending tourists; they are certainly not backpackers seeking the cheapest hostel; they are discerning travellers with a genuine curiosity and the means to explore our heritage authentically.

And that is precisely the point. When I read the reactions of the passengers on that historic flight, I see the kind of tourist we should be actively courting. They spoke of being attracted to Malta by its “history, food and the people”, by the chance to “explore something new”. One visitor, inspired by her “history buff” husband, planned a trip focused on our past. Another couple had previously visited Valletta on a cruise and were returning specifically because they hadn't had “enough time to see that, let alone the rest of the islands”. They are coming for our cultural heritage.

This is exactly the approach Malta should champion. The concept of ‘quality tourism’ is not a new one for our islands, yet we struggle to truly prioritise it over short-term economic gains. The arrival of the direct New York flight presents a golden opportunity to correct this course. This new route is not for the mass-market tourist looking for a cheap package holiday. It is a direct bridge for visitors seeking a deeper connection and experience with our island. They are not travelling 7,400 kilometres for the sun—we have that too, but so do a thousand other destinations closer to their home. And they are certainly not coming to visit Noma Island, a floating entertainment platform that privatises our marine commons and turns our shared seascape into a noisy, light-polluting, pay-to-enter experience—a “fourth island nobody asked for” that represents exactly the kind of inauthentic, gimmicky tourism we should be avoiding.

This brings me to the title of this piece: Will they be going to Comino?

I sincerely hope not, at least not in the way it is currently experienced by many visitors. Today, a trip to Comino often means being herded onto a ferry, disembarking onto the Blue Lagoon’s rocky shores and being confronted with a scene of overcrowding. It’s a cacophony of loud music, the smell of fried food from makeshift kiosks, a sea of umbrellas and pineapple husks concluded with a very confusing and disorganised return journey!

The very idea of a tourist who has just flown in from New York, expecting the tranquillity and charm of the Mediterranean, arriving in that chaotic environment is not just a disappointment; it is a failure of our tourism strategy.

A visit to Comino should instead be a serene heritage experience. Its highlights ought to include a visit to Santa Marija Tower and Battery, two historic properties under the guardianship of Din l-Art Ħelwa that offer stunning views and a tangible connection to the island’s past. Visitors should come prepared to respect this fragile Natura 2000 site—bring your own food and drink, and take all your waste back with you. There is no need for any commercial kiosks on Comino, only a supply of potable water is required to make the visit sustainable and enjoyable.

We cannot sell a heritage experience and deliver a beachside free-for-all. This mismatch between expectation and reality is a guaranteed way to generate negative word-of-mouth and undermine the very “quality” we are trying to promote. The new Delta route is a strategic asset, an invitation for high-value tourism that our economy and infrastructure sorely need. Our islands’ reputation is at risk.

The direct flight is not just any route; it promises a future for Maltese tourism that is defined by quality, not quantity. We cannot just go on developing and constructing new towers and buildings, taking up more land and then increasing the population to occupy these buildings.  And what’s worse is that we have no long-term plan for this organic, improvised model.

Stakeholders across the entire tourism value chain must recognise their responsibility in ensuring the Malta-New York service is successful. For us at Din l-Art Ħelwa, success means these visitors leave Malta as ambassadors for our heritage and not with cautionary tales about a small, overcrowded island that lost the plot.

The opportunity is here. Let’s not squander it.