The Phoenicia Malta, a Virtuoso preferred partner, recently hosted the network’s annual UK/Ireland/Middle East/Africa Forum, welcoming owners and managers from Virtuoso’s travel agency members across the various regions and global preferred partners.
Held from 24-27 March, the Forum brought together Virtuoso’s influential network – alongside Virtuoso Chairman & CEO Matthew D. Upchurch – for insightful discussions on luxury tourism trends, the rising influence of wellness tourism, the role of AI and innovative technology in curating bespoke experiences and the increasing appeal of destinations that balance exclusivity with cultural authenticity.
Beyond high-level networking sessions and empowering thought leadership panels, the visiting delegates also enjoyed immersive cultural experiences such as a private concert at St John’s Co-Cathedral. Meanwhile, a special panel featuring the event’s Maltese partners brought the island to life as a vibrant destination through insights and stories. An exclusive gala dinner at Palazzo Parisio concluded the event in an evening celebrating Virtuoso’s regional award ceremony and the collective success of attendees.
Virtuoso is the leading global network specialising in luxury and experiential travel with more than 20,000 travel advisors and preferred relationships with the 2,300 of the world’s best travel partners, including hotels such as The Phoenicia Malta. Virtuoso hosts seven Forums worldwide, providing the opportunity for travel agency members from all regions to connect with preferred partners. As is the hallmark of Virtuoso events, attendees can connect face-to-face, engage in meaningful peer-to-peer conversations and exchange business ideas and best practices.
The 2025 UK/Ireland/Middle East/Africa Forum not only highlighted The Phoenicia Malta’s legendary luxury hospitality, but also what the island can offer discerning travellers seeking authenticity, heritage and luxury, solidifying Malta’s position as a high-end destination of choice.
“We are proud to have collaborated with our Maltese Virtuoso partners to plan, and to have served as the venue for, this important event,” says Robyn Pratt, General Manager of The Phoenicia Malta. “The landscape of luxury travel is changing at an extraordinary pace. Today’s luxury travellers are prioritising deeper connections, well-being and highly personalised experiences. This occasion was an excellent opportunity to showcase how Malta – and The Phoenicia Malta – caters to these shifting expectations with our signature blend of timeless elegance, innovation and world-class service.”
To discover more about The Phoenicia Malta, visit www.phoeniciamalta.com.
