Air Malta has launched a new campaign to liven up Malta’s image to help increase the number of young Australian visitors to come here.

The airline has three daily code share flights with Qantas from Australia to London, connecting to its own Airbus A320 services to Malta.

It is now working with specialist wholesalers to increase the variety of Malta holiday product available for sale, and is planning a range of activities with key travel agents to help sell the Malta message to a new generation of Australian travellers.

“Traditionally, visitors from Australia to Malta have been members of the Maltese community returning to visit friends and relatives,” said Anthony Cassar, managing director Australia/New Zealand for Air Malta.

“It’s now time to change that perception,” said Mr Cassar. “The fact is that Malta is one of the great, undiscovered destinations of Europe among the current generation of travellers, and offers tremendous potential and exciting possibilities for the next generation.

Air Malta’s three daily code share flights from Australia are:

KM 1001 from Sydney to Bangkok and London, connecting with KM 101 to Malta

KM 1031 from Sydney to Singapore and London, then KM 101 to Malta

KM 1009 from Melbourne to Singapore and London, then KM 101 to Malta