Issue link: https://maltatoday.uberflip.com/i/1545828
9 maltatoday | SUNDAY • 12 JULY 2026 OPINION Will they be going to Comino? President Din l-Art Helwa Patrick Calleja THE arrival of the first-ever direct flight from New York to Malta, carrying about 200 pas- sengers, was met with some extraordinary fanfare. The pas- sengers travelled some 7,400 kilometres to get here in what must have been a 10-hour flight. This development is very wel- come but what exactly are we welcoming these visitors to? The arrival of Delta Airlines' inaugural flight from JFK Air- port is without question a signif- icant 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 backpack- ers 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 priori- tise it over short-term economic gains. The arrival of the direct New York flight presents a gold- en opportunity to correct this course. This new route is not for the mass-market tourist look- ing 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 cer- tainly not coming to visit Noma Island, a floating entertainment platform that privatises our ma- rine commons and turns our shared seascape into a noisy, light-polluting, pay-to-enter ex- perience—a "fourth island no- body 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 fer- ry, disembarking onto the Blue Lagoon's rocky shores and be- ing 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 re- turn journey! The very idea of a tourist who has just flown in from New York, expecting the tranquil- lity and charm of the Mediter- ranean, arriving in that chaotic environment is not just a disap- pointment; it is a failure of our tourism strategy. A visit to Comino should in- stead be a serene heritage ex- perience. Its highlights ought to include a visit to Santa Marija Tower and Battery, two histor- ic properties under the guardi- anship of Din l-Art Ħelwa that offer stunning views and a tan- gible connection to the island's past. Visitors should come pre- pared to respect this fragile Nat- ura 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 po- table water is required to make the visit sustainable and enjoy- able. We cannot sell a heritage ex- perience and deliver a beach- side 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 as- set, 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 de- fined by quality, not quantity. We cannot just go on develop- ing and constructing new tow- ers 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 rec- ognise 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 am- bassadors 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. 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