Holiday Malta Co Ltd is part of the SMS group of companies and the preferred partner of Air Malta, based in London, UK. Holiday Malta is one of the largest specialist tour operator to Malta, Gozo and Comino and the oldest established niche tour-operator with over 35 years experience in providing package holiday arrangements as well as tailor made services including flight only to the islands.

Within the UK and Ireland, its three divisions (Belleair Holidays, Belleair Holidays Ireland and Malta Direct) offer comprehensive year round programmes with a wide range of accommodation ranging from budget hotels to deluxe resorts, apartments, villas and farmhouses. All of these holiday packages feature Air Malta scheduled and charter services from 10 UK airports.

Holiday Malta also has operations in ther parts of Europe.

Recent programme innovations have included attractively priced weddings and honeymoon services, the introduction of an own brand "Lussu" category singling out deluxe hotels offering the best service and unique location across the programmes. The product range still boasts a breadth unmatched in the UK market by offering short breaks, spa packages, diving and golf packages, as well as multi-centre stays.