Maltese tourism authorities hope to change perceptions of the destination during the Travel Convention.
They believe the island suffers from its close ties with the UK among younger holidaymakers.
The decision to host the event in Malta ends a run of four successive conventions in Spain, since Marbella stepped in when a late decision was taken to switch from Athens in 2006.
Although Malta is not traditionally considered a popular choice among Abta members, Alex Incorvaja, UK and Ireland director of the Malta Tourist Office, believes the three-day annual convention will change people’s minds.
“We are thrilled to be hosting the event, it gives us an excellent platform to showcase the destination,” he said.
“Many people know about Malta, but not many in the 25-50 age bracket have been.
“The trouble is our links with the UK have led us to be perceived as for the older traveller with ties to the old British colonial days.”
Just over a third (35%) of incoming visitors to Malta originate from the UK, Incorvaja said, and 50% of its tourism is “travel agency or tour operator driven”, he added.
“We are being more aggressive in our marketing approach instead of just throwing money at print advertising and TV, especially so tour operators and travel agents can come and experience what they sell.”
As well as excursions for delegates, Malta hopes to demonstrate what it has to offer with a spectacular Starlight party on the final night of the convention in the historic surrounding of Valletta port, a 20-minute drive from the convention centre.
Abta chairman John McEwan said: “It’s always important that we have a committed and enthusiastic host destination and I think, in Malta, we have the right ingredients.”
Crucial to organisers was that Malta is an accessible short-haul destination and has a convention centre with hotels in close vicinity so delegates are all within walking distance in the district of St Julian’s.