Virtuoso's preferred partner, Phenicia Malta, recently held the network's annual UK/Ireland/Middle East/Africa forum.
The forum, held from March 24-27, brought together Virtuoso's influential network alongside Matthew D. Upchurch, chairman and CEO of Virtuoso. For an insightful discussion of the trends in luxury tourism, the impact of wellness tourism, the role of AI, the increase in innovative technologies in the bespoke curation experience, and the increase in attractiveness that balances its appeal.
Beyond high-level networking sessions, empowering and visiting representatives also enjoyed immersive cultural experiences, such as private concerts with St. John's co-stars. Meanwhile, a special panel featuring Maltese partners at the event brought the island to life as a vibrant destination through insights and narratives. An exclusive gala dinner at Palazzo Parisizo concluded the event in the evening.
Virtuoso is a leading global network dedicated to luxury and experiential travel with priority relationships with over 20,000 travel advisors and 2,300 travel partners with the world's best travel partners, including hotels such as Phenicia Malta. Virtuoso hosts seven forums around the world, providing opportunities for travel agency members in all regions to connect with their preferred partners. Similar to the characteristics of Virtuoso events, participants 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 legendary luxury hospitality of Phoenicia Malta, but also cemented Malta's status as a high-end destination of choice, highlighting what the island can offer discerning travelers in search of reliability, heritage and luxury.
“We are working with our master Malta partners to plan and are proud to be the venue for this important event,” says Robin Pratt, general manager of Phoenicia Malta. “The landscape of luxury travel is changing at an extraordinary pace. Today's luxury travelers prioritize deeper connections, happiness and highly personalized experiences. This opportunity has been an excellent opportunity for Malta and Phoenicia Malta to meet these changing expectations with a signature blend of timeless elegance, innovation and the world's fascinating service.”
For more information about Phoenicia Malta, please visit www.phoeniciamalta.com.
