Visit Malta Hosts Key Trade Partners in Dublin as Irish Demand Continues to Soar

Tolene van der Merwe, Director UK & Ireland at the Malta Tourism Authority, was joined by Mariel Sacco, Deputy Head of Mission at the Embassy of Malta, and Sharon Plunkett of Plunkett PR to host a special dinner for key travel industry executives and travel media at the Ely Wine Bar in Dublin. Among the invited guests was Travelbiz Features Editor Declan Mescall, who joined industry colleagues for an evening celebrating Malta’s continued success in the Irish market.

The event highlighted the remarkable growth Malta is experiencing from Ireland, with the Mediterranean destination firmly establishing itself as one of the most popular year-round sun and culture destinations for Irish travellers.

Last year, more than 86,000 Irish visitors travelled to Malta, representing an impressive 48% increase on the previous year. The momentum has continued into 2026, with over 30,000 Irish visitors arriving between January and April, a further 19.3% increase compared to the same period last year.

Speaking at the event, Tolene van der Merwe outlined her ambition to reach the significant milestone of 100,000 Irish visitors annually, a target that now appears firmly within reach given current booking trends and increased air connectivity from Ireland.

Strong Air Access Driving Growth

A major factor behind Malta’s success in the Irish market is the strength of direct air services from both Dublin and Shannon.

Aer Lingus continues to provide a direct Dublin–Malta service, offering Irish holidaymakers excellent connectivity to the island throughout the year. The airline’s service has proven particularly popular with city-break travellers, couples, and those seeking a blend of culture, gastronomy and Mediterranean sunshine.

Ryanair has also significantly strengthened Malta’s accessibility from Ireland with direct services from both Dublin and Shannon, providing additional capacity and greater regional access for travellers from across the country. The availability of direct flights from Shannon has opened up the destination to customers across the West of Ireland, helping drive strong growth from regional markets.

The combination of Aer Lingus and Ryanair services means Irish consumers now enjoy greater flexibility, competitive fares and convenient direct access to Malta, making the destination an attractive option for both short breaks and longer holidays throughout the year.

A Destination for Every Season

While Malta remains a favourite summer destination, Visit Malta is increasingly focused on growing arrivals during the September to April shoulder and winter periods. The destination’s mild climate, rich cultural heritage and extensive programme of festivals and events make it an ideal year-round choice.

Tolene emphasised that Malta’s strategy is focused on attracting quality tourism, encouraging visitors to engage with the islands’ unique culture, heritage, gastronomy and local experiences rather than simply increasing volume.

With over 7,000 years of history, Malta offers an extraordinary concentration of historical attractions, including UNESCO World Heritage sites, ancient temples, magnificent fortifications and the stunning capital city of Valletta. Visitors can explore the medieval streets of Medina, discover the sister island of Gozo, enjoy world-class diving, hiking and outdoor activities, or simply relax and enjoy the Mediterranean lifestyle.

Food lovers are equally well served, with Malta’s culinary scene blending Mediterranean, North African and European influences, complemented by an increasing number of acclaimed restaurants and authentic local dining experiences.

Bright Future for Malta in the Irish Market

With strong airline partnerships, growing consumer awareness and a year-round tourism offering, Malta’s position in the Irish market continues to strengthen. The combination of direct access from Dublin and Shannon, reliable sunshine for much of the year, rich cultural experiences and exceptional value ensures that Malta remains firmly on the radar of Irish travel professionals and consumers alike.

As Visit Malta continues its engagement with the Irish travel trade and media, the destination’s ambitious target of welcoming 100,000 Irish visitors annually looks increasingly achievable.