As it approaches the celebration of its tenth year anniversary, VISET Malta plc has rebranded its corporate identity to offer a contemporary look that reflects the company’s unique positioning within the international market. The operator of the Valletta cruise terminal and Malta’s leader in the cruise and ferry business sector is now rebranded as Valletta Cruise Port plc.

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.

Apart from being an anniversary year, 2011 is an important year for Valletta Cruise Port as it marks the first home porting operation for TUI Cruises in May. This year will also mark the start of the 5 year agreement with MSC Cruises, signed in November 2010, a first for Valletta Cruise Port and the cruise sector in Malta.

Since being awarded the license for the operation of the cruise and ferry terminal in 2001, the company invested around EUR35 million in developing one of the few dedicated cruise and ferry terminals in the Mediterranean. The company also restored the historic buildings in the area now branded as the Valletta Waterfront which has matured into one of the Island’s most sought after business and entertainment destinations.

Throughout these years, Valletta Cruise Port nurtured close links with all cruise line companies. This relationship built on the company’s solid reputation of service delivery and has resulted in an annual average increase of 11% in cruise passenger movements since 2001. Total passenger movements since 2001 have exceeded 4 million passengers. Furthermore, it is estimated that between 2006 and 2009, direct cruise expenditure in Malta stood at around €250 million. In addition, during the same period, the cruise industry generated an additional €95 million in worker compensation.