Record numbers of Brits are swapping snowmen for sandcastles and heading to Malta this Christmas, according to travel agents.

Online UK travel agent On the Beach said bookings for Malta in December have increased 160 per cent compared with the same month last year.

“Our research suggests that Malta is more popular than ever this Christmas,” said marketing director Alistair Daly.

The surge in bookings “makes Malta one of the most popular destinations for holidaymakers looking to get away for the festive season,” he added. Figures released last week by On the Beach showed record holiday sales to beach resorts across Europe in December, as sun-starved Brits look to warmer climes for their festive fun.

Almost half (42 per cent) of those spending Christmas time abroad are couples, while 27 per cent are families with young children and just six per cent are those with teenagers.

Lowcostholidays.com, meanwhile, saidit has seen a 178 per cent increase in December bookings for Malta compared with last year.

“We have really focused on Malta,” said Nicole Walsh, spokesman for the UK-based online travel agent.

She said low prices offered by Maltese hotels and airlines were a factor promoting Malta as a winter destination.

“We are living in a time when low cost is very important for our customers,” she said.

The Malta Tourism Authority said maintaining the island’s presence in the minds of British consumers while promoting its image as a winter sun destination has been a key priority over recent months.

“With a cold weather period forecasted in the months to come, research is showing British travellers are keen to travel overseas seeking warmer weather and great value holidays. Malta’s winter sun is definitely a key selling point,” said a spokesman.