Luxury Tourism from China l ITB China 2025
Mifsud Brothers Ltd (MBL) – 20Twenty decided to investigate the potential of the long-haul Chinese Market three years ago by participating for the first time at ITB China in Shanghai. This reconnaissance was an eye opener as it immediately became clear to us that we were in uncharted waters and needed to quickly understand which geographic areas to concentrate on, and which niche tourism sector to focus on. The interest was there, as our desk was overwhelmed with Chinese operators. Several were evidently well versed in their sector but knew little about Malta, so we enjoyed highlighting the unique selling points of the Maltese Islands.
We soon realised that most cities they wanted to feature in programs, were driven by the feedback from social media in China with applications like WeChat Moments and Red Note. They also like to visit more than one destination, so we started suggesting combining Malta with other European cities that are high on their wish list like Rome, Milan, Munich and Paris. Initially requests were few but with our consistent presence at ITB combined with highly targeted sales visits, we are seeing an encouraging increase in requests. Our serious commitment to this intriguing market included investing in human resources. We currently have a licensed Mandarin-speaking tourist guide and destination executive, Lian, a Mandarin speaking Destination Executive, Siwei and a Mandarin speaking Shore Excursion Executive, Nathalie.
Late last year, we were presented with the opportunity to collaborate with Malta’s Leading Hotel of the World (LHW), the Phoenicia Hotel, to support their guests’ local experiences. Other partners included Heritage Malta, Visit Malta, Luke Azzopardi Studio and Alistair Floral Designs. Together we provided an exceptional experience on our islands. Ivan Mifsud (Managing Director of MBL) together with his daughter Michela Mifsud (Director of MBL) attended the 2025 Leading Experience China Gala dinner at the Phoenicia Hotel to further nurture fruitful collaborations with Chinese luxury travel agents and hoteliers.
On one of the evenings, LHW guests were treated to a marching band welcome in Vittoriosa, a “Taste History” dinner at the Maritime Museum, fireworks and transportation in a Vintage Bus. It is difficult to impress seasoned luxury travel advisors and LHW hoteliers, but I think Malta’s unique charm did it. Short speeches were delivered by Heritage Malta Senior Curator Liam Gauci, H.E. John Busuttil, Ambassador for Malta in China, Arthur Grima, Marketing Director at the Malta Tourism Authority, Ms. Fiza Han Hui, Director of Greater China for the LHW and Ivan Mifsud, representing 20Twenty.
Exclusive tours to Valletta, the Blue Grotto, and Dingli Cliffs were organised by 20Twenty in luxury buses as well as smart chauffeur driven transportation from the airport to the Phoenicia and vice-versa.
During their stay in Valletta, we had the opportunity to have one-to-one meetings with each participant which gave us quality time to understand better the needs of their clientele.
The China story continued in May 2025 as Ivan, Petra, Lian and Siwei visited Shanghai and Beijing to continue nurturing our contacts and business relationships.
