Belleair Holidays has noticed an increase in interest following the ABTA Travel Convention. The Malta specialist, which launched its brochure at the event, said that it had been speaking to several agents about the destination both after the Travel Convention and at WTM. The operator is also looking to broaden its audience. “Winter is definitely popular with the grey market, but most winter destinations are,” explained Martin Zahra, CEO of Belleair Holidays. “But for the summer market we have done a lot of profiling to concentrate on the MTV events and festivals that bring a good degree of business.” “We’re striving to innovate our product to reach a broader, younger audience but also look at our excursions,” added Richard Gamber, Sales and Marketing Manager at Belleair. Zahra also explained that the British market is still important to Malta’s tourism. “The UK represents 40% of business in Malta,” he said. “They probably have the biggest spend across the winter and shoulder seasons too.” As a result, the operator, which celebrates its 40th birthday next year, has launched a series of agent-only special offers. Savings apply to all-inclusive holiday bookings between 8 November and 17 December 2010, for travel between 15 February and 31 October 2011.