The Malta Tourism Authority (MTA) hopes to attract more British tourists having signed a marketing support agreement with Tui Travel.
The operator has committed to featuring Malta and Gozo in its brochures for the next three years.
It will also aggressively promote the destination through Tui’s other distribution channels, including TV, newspaper and online advertising, while display space will be given in more than 500 of the group’s shops.
The deal is just the latest push for Malta in the UK travel industry. Abta will hold its Travel Convention in the Hilton Malta Hotel at Portomaso St Julian’s on October 18-20, 2010.
Malta’s tourism board has also signed similar deals with Thomas Cook and Saga Holidays.
MTA chief executive Josef Formosa Gauci said the Tui deal should increase tourist numbers as the destination and the operator build closer working relations.
He added: “Furthermore, Tui will endeavour to increase its coverage of hotel and self-catering establishments in Gozo.”
A Tui Travel spokesman said: “We are very pleased to be entering a three-year agreement with MTA. This will enable us to strengthen our cooperation and focus on developing our Malta programme further instead of focusing only on the short term.”