Malta holiday specialist trade brand Belleair Holidays has been acquired by Alfendo Limited, parent of JTA Travel Group. The business will be headed up by JTA Travel Group Executive Dave Green. He will assume the position of Managing Director. Green previously held the role of joint Managing Director for the Malta holiday specialist from 2014-2017, under the previous Holiday Malta Co. Ltd. ownership “Belleair is a brand that agents have loved for over 40 years as the ‘go to’ operator. We aim to bring that back, stronger than ever before,” Green said. The brand acquisition is complete with the business ready to take bookings from mid-May. It will have a brand new, agent only trade site up and running. “We aim to make it easy for agents to promote what the Maltese Islands have to offer and will provide a brand-new booking engine,” Green added In addition to Malta, other launch destinations will include Croatia, Cyprus, Egypt, Greece, Italy, Morocco, Qatar, Tunisia and Turkey. Agents will also be able to claim incentives through the Belleair / JTA Rewards programme. JTA Group CEO Wayne Darrock said " We are delighted to have added such an iconic brand as Belleair.” Belleair will operate as a separate entity.