A direct route between Malta and the United States is likely to attract high-spending tourists, according to industry stakeholders.
The connection, announced by Foreign Affairs Minister Ian Borg on Tuesday, will be operated by Delta Airlines between New York's John F Kennedy International Airport and Malta International Airport.
The airline will operate an initial schedule of three weekly flights using a Boeing 767-300, between June and October.
Iain Tonna, managing director of United Travel, an agency that has promoted Malta in the US since the 1990s, welcomed the new connection.
"I'm sure it will open up new opportunities. Even without the connection, we already had around a 12 per cent increase in American tourists over last year," he said, adding that the fact that the flight would operate three days a week gave flexibility to travellers.
American tourists, he said, tended to spend more on average than tourists from other countries.
While this is not the first time that a direct flight has operated between Malta and the US, Tonna noted that this is the first time it will be operated by an American airline.
"Delta is one of the biggest airlines in the US, so there's brand recognition and people will feel safe using it."
He added that Malta was more well-known to Americans than in previous decades.
While noting that many such tourists land in the country only to leave on cruises shortly after, Tonna said that they still tended to spend a few days exploring Malta, sparing no expense on hotels, tours and dining out during their time here.
The perception of American tourists as high-spenders was echoed by the Malta Hotels and Restaurants Association, which called the connection a game changer.
"Direct connectivity with the United States opens unprecedented opportunities to attract high-value visitors from one of the world's largest outbound tourism markets. The American traveller is recognized globally for longer stays, higher spending, and a strong interest in cultural heritage, gastronomy, and authentic experiences, all areas where Malta excels," MHRA said.
MHRA president Tony Zahra the route was historic.
"The US market is one of the most promising in terms of quality tourism, and direct air connectivity has always been the missing piece of the puzzle. Now, Malta is better positioned to attract discerning travellers who are looking for unique experiences and will leave a real impact on our economy," he said.
The news was also welcomed by the Chamber of SMEs, which said it hoped the new route will mark the beginning of a series of successes for the future of Malta's tourism sector.
"The United States remains an important market from which Malta can continue to benefit, both in tourism and business opportunities," the Chamber said.
Meanwhile, the Gozo Chamber said the route would serve as a valuable connection for Maltese communities in North America, and vice versa, while noting that the country has already seen substantial growth in tourist arrivals from both the US and Canada.