Viset Malta rebrands as Valletta Cruise Port

Viset Malta plc, the cruise terminal operator, has rebranded as Valletta Cruise Port, to become more easily recognisable internationally.

"The new identity underlines the unique value of the Port of Valletta as a destination for cruise passengers and will contribute in the overall marketing efforts undertaken by the company to attract cruise lines to Malta," the company said.

The company is currently celebrating its tenth year with milestones which include the first home porting operation for TUI Cruises in May. This year will also mark the start of the five- year agreement with MSC Cruises, signed in November 2010, a first for Valletta Cruise Port and the cruise sector in Malta.

The company has invested around €35 million in developing the cruise and ferry terminals as the surrounding historic buildings, branded as the Valletta Waterfront. They have become one of the Island’s most sought after business and entertainment destinations.

The company said it has enjoyed an annual average increase of 11% in cruise passenger movements since 2001. Total passenger movements since 2001 have exceeded 4 million. Between 2006 and 2009, direct cruise expenditure in Malta stood at around €250 million. The cruise industry generated an additional €95 million in worker compensation.