For clients looking to escape the UK’s long and cold winter months, Malta – with its mild Mediterranean climate and an estimated 300 annual days of sunshine – offers the perfect antidote. Not only is the weather a major draw, but this tiny island destination is jam-packed with historic discoveries, coastal adventures and mouthwatering gastronomy.
Making the most of the island’s year-round appeal are the agents at La Vida Travel in Cardiff, winner of UK & Ireland Number One Agency and Wales’ Top Agency at TTG Top 50 2025. Following its team members joining two successful fam trips, Malta has quickly become a go-to recommendation for their clients.
Cerys Stagg O’Connell, an agent at La Vida Travel, shared her reflections on her recent fam trip and family holiday to the country, revealing how her first-hand experiences have reshaped her perspective on Malta.
Historic highlights
While Cerys admitted history isn’t her personal top priority when booking a holiday destination, it became one of the most captivating and unexpected highlights of her trip to Malta. “I didn’t realise [Malta] has been occupied by so many nations – it was absolutely fascinating.” she said.
One of her standout moments was a visit to St John’s Co-Cathedral in the capital, Valletta, where she marvelled at its stunning architecture and intricate details that showcased the city’s journey through time: “I now tell my customers they have to visit the cathedral – even younger couples! People go to Italy for the Vatican, but for me, this was just as beautiful.”
The historic city of Mdina, an iconic Game of Thrones filming location, was another fam trip favourite. Exploring the centre on a walking tour, Cerys said: “It was like walking around a film set! Only residents are allowed to drive there, so it’s known as the ‘Silent City’. I tell all my clients to visit here too, and eat at the Medina Restaurant, which was amazing.”
Foodie favourites
As well as an array of restaurants found within Malta’s urban hubs, Cerys experienced some of the island’s more secret, rural foodie spots, including at a family-run farmstead in Rabat.
“Ta Cicivetta was a real highlight,” Cerys said, explaining how the group were welcomed with Maltese cocktails, served delicious mezze platters and serenaded by folk music singers playing traditional instruments. “We were all sat around a beautifully laid table, drinking, eating and singing, and the weather was amazing – it was a real ‘pinch-me’ moment.”
Cerys also described a visit to the Ta’Xmun Olive Grove – which she has now booked for a private dinner for a client’s holiday: “From the olive grove to the farmhouse, all our hosts were so passionate about their produce. Food here is so fresh, as most of it comes from the island."
An island for everyone
Whether wanting to have a private picnic in Gozo, a night out in vibrant St Julian’s or a day relaxing poolside, for Cerys, the island has proven to be a versatile and appealing destination for her clients of all ages and interests.
She was impressed by the child-friendly activities and offerings on her own family holiday: “We went to Popeye’s Village, did boat trips to the Blue Grotto, and there’s also quite a few hotels with splash parks and slides.
"It’s easy to get around with a pram, and also really reasonably priced compared to other European destinations – Malta offers so much value for money," Cerys advised.
For couples, Valletta offers an intimate setting with whitewashed buildings and live music bars, perfect for a romantic getaway. Cerys enjoyed the experience with her husband so much, she's now booked a trip for her parents in March as their Christmas present.
With the main island of Malta being just 27km in total length, it’s also easy to explore the entire destination on just one holiday.
“I have 80-year-old clients who have just come back from Malta and absolutely loved it.” Cerys shared. “They originally wanted to do Seville for three weeks, but I suggested Malta as an alternative as they loved their culture and their history."
She continued: “They did the seven-day bus pass for about €25 each, and said it was so easy and convenient to get around.”
A boom in bookings
When Cerys and her colleagues at La Vida Travel compared their 2023 to 2025 Malta bookings, they were stunned at the results.
“We’ve had an 85% increase in bookings – which is huge!” she revealed. “Especially as we never really knew about it [Malta] before – we only knew it as a stop on a cruise. Now, we all see it in a new light.”
La Vida Travel had recent success from a Malta winter holiday promotion. “When we came back from the fam trip, we did a little December deal and it went crazy! We counted, and we had 24 customers going there this month.”
The agency have even sold Malta as a wedding destination, recently completing their second booking.
“Before we’ve booked Greece, Cyprus and more traditional wedding destinations, but now, more people are wanting something unique and unheard of," Cerys shared. "I would never have thought of Malta for a wedding before, but now I think it’s really going to take off.”
Cerys and the La Vida Travel team credit the growth in their Malta bookings to their personal experiences: “It’s the little, niche things that we would never have heard of if it wasn’t for the fam trips – that’s why we now thrive, because we have these secret tips."
Posting on social media during her fam trip was also useful for client enquiries, Cerys explained: “When I share personal videos and photos with customers, it [Malta] really just sells itself."
She also praised Malta Tourism Authority’s website for being a helpful resource, particularly its event calendar which highlights the island’s extensive list of activities throughout the year.
