Executive Cruises is a wholesale premium cruise travel specialist established in 1993.

The Company is the International Representative (exclusive agent) in Malta for Royal Caribbean International, Celebrity Cruises, and Azamara. In Italy, Germany, Austria, and Switzerland it is the General Sales Representative for Royal Caribbean International and distributes cruise products via a network numbering thousands of travel agencies.

Prestigious brands of this kind are understandably stringent on the level of service their agents are expected to provide the travel trade with. Executive’s team indeed meets this benchmark in terms of professionalism and experience, yet offers a friendly service to all its partners.


  • 2022

    Royal Caribbean International appoints Executive as Passenger Sales Representatives (GSA for retail and wholesale travel trade) for Germany, Austria, and Switzerland
  • 2020

    Royal Caribbean International appoints Executive as Passenger Sales Representatives (GSA for retail and wholesale travel trade) for Italy

  • 2005 

    Executive are appointed International Representatives (exclusive agents) for Malta for Royal Caribbean, Celebrity, and Azamara; SMS Group Ltd acquires 50% of the Company

  • 2001 

    Mondial Investments Ltd acquires the Executive Holidays business

  • 1997

    Royal Caribbean International and Celebrity Cruises appoint Executive as one of its three Preferred Partners in Malta

  • 1993

    An Italy-oriented, wholesale travel agency is established in Malta by an industry veteran who for many years lived in Rome – Executive Holidays is born

Executive are part of the SMS Group

SMS Group – origins dating from 1860s

S. Mifsud & Sons (SMS), is a family business which owes its origins to Orazio Mifsud who had started his commercial activity as a ship chandler around 1860 with offices in Valletta’s harbour area. Around the turn of the century, the business became known as “Fratelli Mifsud”.

Orazio’s grandson, commendatore Silvio Mifsud, established his own business as shipping agent in 1950. Immediately recognising the importance of travel and tourism, his son Neville set up SMS Travel & Tourism which soon became a pioneer in these fields, and this included an almost 40-year stint as Alitalia’s General Sales Agents for Malta.

Over the years, SMS Group became one of Malta’s top conglomerates and is involved in diversified sectors including travel, tourism, education, realty, corporate services, shipping (where it also represents Tirrenea in Malta), and international cruise passenger-handling operations (where is one of the two largest companies in the world).

Today SMS Group is headed by Dr Lawrence Gonzi (ex-prime minister of Malta) as its chairman, and ably managed by the latest generation of the Mifsud dynasty.

SMS Group around the world

SMS Group is present on 4 continents with 25 offices in 17 cities in 11 countries.

  • Amsterdam
  • Copenhagen
  • Dublin
  • Istanbul
  • London
  • Los Angeles
  • Miami
  • New York
  • Nicosia
  • Rome
  • San Diego
  • San Francisco
  • Seattle
  • Tunis
  • Valletta
  • Vancouver
  • Victoria