Valletta is often overlooked by agents as a short city-break option, but it boasts many of the elements that competing urban centres offer – and without the crowds of tourists.
The Maltese capital is rich in culture, art and architecture, while the island of Malta has a history dating back 7,000 years with Neolithic temples, ancient burial grounds, medieval castles, fortified towns and cities.
Many operators and agents that sell city breaks to Malta highlight the fact that it offers very competitive rates for accommodation, eating out and entertainment.
Erica Collins, product manager for Malta at Cosmos Holidays, says: “The cost of a five-star hotel in winter, for example, would probably compare very favourably with a four-star in the Canaries.”
Air access to Malta, which is about a three-hour flight from the UK, is also improving with more regional UK airports offering direct routes. Air Malta now offers return flights from £79 from Heathrow, Gatwick, Manchester and Birmingham, and the number of no-frills flights has more than doubled in the last year.
This year, Thomas Cook has added routes from Manchester, enabling it to offer three and four-night (as well as 10 and 11-night) options as well as the more traditional seven and 14-night stays.
And from March 25, Ryanair will fly from Leeds Bradford airport twice a week, with direct flights from Bournemouth set to start later this year.
Moreover, from May 29 until October 30 Bmibaby will operate a new route from East Midlands, while easyJet will launch a Liverpool service on June 13.
This increase in flight capacity and flexibility is helping to boost sales and visitor numbers to Malta. Nicky Shafe, marketing manager of Prestige Holidays, says: “We’ve noticed a growth in this sector as more clients recognise that the destination is easily accessible for a short stay.”
This trend is echoed by Kirker Holidays marketing director Ted Wake. He says: “We have seen a significant increase of around 15% in bookings to Malta, particularly by those who want spring and autumn sunshine breaks.”
Many tourists visit Malta as a short stay between April and June and between October and December. Belleair Holidays believes that once people have visited for a city break, many return for longer holidays, perhaps taking in the smaller islands of Gozo and Comino.
One trend in this sector is that the lead time for bookings has shortened significantly. According to Ingrid Smith, group manager for the Grand Hotel Excelsior in Valletta: “Some people even phone up to book the week before arriving. Clients also take several weekend breaks in a year now rather than the traditional two-week holiday.”
For clients who want to explore just Valletta, many chose to stay in a hotel in the city. Others who want the nightlife stay in St Julian’s Bay, while avid shoppers opt for accommodation in Sliema.
Emma Yorke, national sales manager for Belleair Holidays, says: “Getting in and out of the capital is quick and easy, and with a good, cheap bus and taxi service, it really is up to you to ask the clients what they are looking for from a city break.”
Cox and Kings has seen a huge spurt in short-break bookings for Malta largely due to the inclusion of spa breaks in its European brochure.
Malta also boasts a year-round programme of festivals and events which can form the focus for a city break. Agents can check these out on Malta Tourism Authority’s website.
Valletta has a host of historical attractions, including the Grand Master’s palace, the 16th-century Fort St Elmo and St John’s cathedral and museum.
When visitors have had their fill of this, there is a range of popular excursions within striking distance. Suggest a boat trip to the tiny island of Comino for a picnic and some swimming; or the Blue Grotto to explore inside the sea caves; or a full-day cruise around the Maltese islands.
If they have time, clients can also head to the fortified medieval city of Mdina and explore the catacombs just outside, or head to the more laid-back island of Gozo.
Sample packages
Three nights at the five-star Phoenicia Hotel in Valletta costs from £499 per person with Kirker Holidays with two sharing. The price includes return flights, accommodation with breakfast and transfers to and from the hotel. kirkerholidays.com, 020 7593 2283
Cox & Kings has a three-night break staying at the Hotel Juliani from £380 per person including flights with Air Malta, transfers and bed & breakfast accommodation. The boutique four-star, a member of Small Elegant Hotels, overlooks the picturesque bay of St Julian’s. coxandkings.co.uk, 020 7873 5000
