Malta Tourism Authority
Edition 2013
Cover: Traditional Maltese Boat - Luzzu Š www.viewingmalta.com
3 Introduction This publication summarises the key tourism figures for Malta and gives an overview of Malta’s tourism performance in 2012. The report is based on official tourism figures published by UNWTO, Eurostat and NSO, and surveys carried out by the Malta Tourism Authority’s Research Unit. Contents
4 International Tourist Arrivals Facts & Figures about Malta 5 Main Tourism Indicators Main Indicators of Inbound Tourism Main Indicators of Outbound Tourism Inbound Tourism to Malta Monthly Breakdown of Main Tourism Indicators 6 Main Source Markets 7 Tourist Accommodation Accommodation Capacity Accommodation Usage Collective Accommodation Trends 8 Occupancy Rates 9 Tourist Expenditure 10 Market Profile of Tourists Profile of Incoming Tourists Mode of Travel of Incoming Tourists Passenger Movements to/from Malta 11 Market Profile of Tourists Information Sources Purpose of Visit Motivation 12 Segments Culture Sport & Outdoor English Language Learning 13 Segments Business Travel Cruise Tourism 14 Image of Malta Overall Tourist Experience
4 Market Share of International Tourist Arrivals, 2012 (million; 2012/2011) 51.6%
50% 40% 30%
22.6%
20%
15.7%
World (1,035; +4.0%) Europe (534.4; +3.4%) Asia and the Pacific (233.6; +7.0%) Americas (163.0; +4.1%) Africa (52.6; +6.4%) Middle East (52.0; -5.4%) 5.1%
10%
5.0%
0% Source: UNWTO Barometer
Facts & Figures about Malta Area 316 km² Population 416,110 Population density per km² (2011) 1,317 Capital city Valletta Official languages Maltese, English Government Republic of Malta Religion Roman Catholic (98%) National holidays Independence Day, 21 September (1964); Republic Day, 13 December (1974) Currency unit (from 2008) Euro Time zone GMT + 1 hour GDP 2012 EUR 6755.9 million GDP per capita (PPP) 2012 EUR 15,500 GDP real growth 2012 0.8% Distribution of family income – Gini index (2011) 27.4 Internet penetration (30 June 2012) 69.0% International airport Luqa Ports and terminals Marsaxlokk (Malta Freeport), Valletta Membership in international World Tourism Organization tourism organizations (UNWTO), European Travel Commission (ETC)
Economic Importance of Tourism in 2012 Total tourist expenditure (000s) Tourist expenditure per capita Employment (full & part time) in accommodation service (average 2012) Employment (full & part time) in food and beverage service (average 2012)
EUR 1,344,963 EUR 931 8,743 11,362
Source: Central Bank of Malta (2012), CIA World Factbook (2012), Internet World Stat (30/06/2012), NSO
Summary of Main Tourism Indicators
5
Main Indicators of Inbound Tourism to Malta Change 2010 2011 2012 2012/11 Tourist departures 1,338,841 1,414,503 1,443,973 +2.1% Tourist guestnights 11,147,898 11,702,616 12,618,372 +7.8% Average length of stay 8.3 8.3 8.7 +4.8% Tourist expenditure (€ ‘000s) 1,131,987 1,233,851 1,344,963 +9.0% Source: NSO (Departing Tourists)
Main Indicators of Outbound Tourism from Malta Change 2010 2011 2012 2012/11 Outbound tourist trips 294,323 309,103 331,311 +7.2% Tourist guestnights 2,349,003 2,312,684 2,558,893 +10.6% Average length of stay 8.0 7.5 7.7 +2.7% Tourist expenditure (€ ‘000s) 280,548 295,910 339,723 +14.8% Source: NSO (Outbound Tourism)
Inbound Tourism to Malta Monthly Breakdown of Guestnights (000s) 2011
2012
2,500 2,000 1,500 1,000 500 0
Jan Feb Mar April May June July Aug Sept Oct Nov Dec
Source: NSO (Departing Tourists)
Monthly Breakdown of Main Tourism Indicators, 2012 January February March April May June July August September October November December Total
Tourist Departures 61,282 61,788 80,071 122,979 133,659 147,361 174,715 199,430 163,251 152,572 85,491 61,373 1,443,973
¹Average length of stay
Guestnights 507,671 489,431 631,511 858,402 1,001,255 1,182,138 1,695,087 2,097,790 1,558,393 1,272,351 685,520 638,824 12,618,372
ALS¹ 8.3 7.9 7.9 7.0 7.5 8.0 9.7 10.5 9.5 8.3 8.0 10.4 8.7
Source: NSO (Departing Tourists)
Main Source Markets
6
Tourism Indicators by Main Source Market Change 2010 2011 2012 2012/11 Tourist Departures Austria Belgium France Germany Ireland Italy Netherlands Russia Scandinavia Spain Switzerland United Kingdom USA Other Total tourists
19,908 24,296 86,516 126,193 25,185 219,663 33,425 22,727 92,881 67,842 21,522 415,099 16,418 167,164 1,338,841
19,536 31,594 103,332 133,930 26,881 201,253 38,892 24,261 93,899 62,882 25,039 437,686 16,543 198,775 1,414,503
19,779 27,360 107,530 137,214 27,665 201,790 39,351 31,726 97,203 60,389 25,771 440,316 18,153 209,726 1,443,973
+1.2% -13.4% +4.1% +2.5% +2.9% +0.3% +1.2% +30.8% +3.5% -4.0% +2.9% +0.6% +9.7% +5.5% +2.1%
150,029 145,110 181,393 218,706 669,289 776,653 1,093,633 1,144,791 197,767 216,295 1,275,909 1,182,520 277,998 330,129 299,778 314,198 717,818 733,448 565,867 516,252 187,125 230,840 3,814,894 3,965,934 139,709 123,867 1,576,69 1,803,874 11,147,898 11,702,616
146,829 223,123 838,446 1,244,692 222,898 1,242,605 360,662 477,291 789,059 513,390 238,389 4,022,836 153,178 2,144,975 12,618,372
+1.2% +2.0% +8.0% +8.7% +3.1% +5.1% +9.2% +51.9% +7.6% -0.6% +3.3% +1.4% +23.7% +18.9% +7.8%
19,004 26,619 97,539 136,974 24,456 132,130 36,359 57,251 91,610 48,805 33,016 372,203 22,236 246,761 1,344,963
+2.4% -8.7% +8.2% +8.3% +3.7% +5.1% +2.8% +45.5% +5.5% -6.3% +12.2% +8.1% +5.0% +16.5% +9.0%
Guestnights Austria Belgium France Germany Ireland Italy Netherlands Russia Scandinavia Spain Switzerland United Kingdom USA Other Total nights
Expenditure (â‚Ź ‘000s) Austria Belgium France Germany Ireland Italy Netherlands Russia Scandinavia Spain Switzerland United Kingdom USA Other Total expenditure
17,462 21,830 74,942 112,884 21,615 138,562 32,476 36,911 85,630 56,502 24,270 307,345 18,853 182,706 1,131,987
Source: NSO (Departing Tourists)
18,558 29,151 90,174 126,433 23,590 125,722 35,354 39,361 86,866 52,067 29,415 344,155 21,184 211,821 1,233,851
Tourist Accommodation
7
Tourist Accommodation Capacity, 2012 Hotels 5 star 4 star 3 star 2 star Tourist villages/apart hotels 4 star 3 star 2 star Guest houses/hostels Total serviced sccommodation Self-catering sccommodation Total tourist sccommodation
Malta & Gozo Malta Gozo Units Beds Units Beds Units Beds 108 31,141 98 29,783 10 1,358 15 6,986 13 6,606 2 380 42 15,402 37 14,576 5 826 42 8,174 39 8,022 3 152 9 579 9 579 0 0 30 4,400 28 4,236 2 164 6 1,172 6 1,172 0 0 12 2,313 11 2,265 1 48 12 915 11 799 1 116 55 2,405 47 2,193 8 212 193 37,946 173 36,212 20 1,734 1,441 6,804 929 3,947 512 2,857 1,634 44,750 1,102 40,159 532 4,591
Source: MTA Licensing Administration Office (as of 1 January 2013)
Share of Tourist Accommodation Usage by Guestnights
Collective Accommodation
Rented
Non-rented Private Accommodation
Source: NSO (Departing Tourists)
Summary of Collective Accommodation, 2012
Arrivals Guestnights ALSยน Malta and Gozo Hotels 1,252,924 6,928,460 5.5 5 star 373,882 1,590,155 4.3 4 star 612,764 3,826,305 6.2 3 star 245,727 1,452,659 5.9 2 star 20,551 59,341 2.9 Other collective accommodation2 98,196 903,127 9.2 Total collective accommodation 1,351,120 7,831,587 5.8 Malta Hotels 1,181,959 6,668,740 5.6 5 star 353,830 1,517,585 4.3 4 star 574,573 3,672,325 6.4 3 star 235,051 1,425,811 6.1 Other collective accommodation2 95,577 892,627 9.3 Total collective accommodation 1,277,536 7,561,367 5.9 Gozo Hotels 70,966 259,721 3.7 5 star 20,052 72,570 3.6 4 star 38,191 153,979 4.0 3 star 10,676 26,848 2.5 Other collective accommodation2 2,619 10,498 4.0 Total collective accommodation 73,585 270,220 3.7 2 Comprises guesthouses, aparthotels and hostels ยนAverage length of stay Source: NSO (Collective Accommodation Establishments)
Occupany Rates in Malta
8
Occupancy Rates in Malta & Gozo, 2012 (%) Q1 Q2 Q3 Q4 Malta & Gozo Hotels 40.7 64.1 82.4 49.2 5 star 37.4 69.9 88.4 53.3 4 star 51.4 70.8 87.4 55.3 3 star 26.7 49.0 70.8 36.1 2 star 19.4 35.2 42.3 21.4 Other collective accommodationยน 24.7 45.8 58.8 34.2 Total collective accommodation 38.2 61.2 78.5 46.9 Malta Hotels 41.3 64.7 82.9 49.8 5 star 38.2 71.1 89.4 54.4 4 star 52.7 71.9 88.0 56.0 3 star 26.6 48.8 70.8 36.0 Other collective accommodationยน 24.9 46.3 59.1 34.5 Total collective accommodation 38.7 61.8 78.9 47.3 Gozo Hotels 26.3 51.3 72.3 36.9 5 star 24.9 50.8 72.5 37.3 4 star 26.0 52.4 77.3 40.3 3 star 37.3 61.1 75.3 41.9 Other collective accommodationยน 5.6 25.9 43.0 16.3 Total collective accommodation 25.1 49.2 70.0 35.7 ยน Comprises aparthotels, guesthouses, hostels and tourist villages Source: NSO (Collective Accommodation Establishments)
Occupancy Rates in Malta & Europe, 2012 Gozo & Comino
10% 0%
63% 38
32
34%
63%
71% 70%
53% 43%
38%
43% 35% 33
45
28%
31
39
55
21%
20%
28
22%
30%
36
54 46
11%
40%
30%
50%
38%
60%
47%
58%
70%
58%
80%
69% 62%
83%
90%
Europe
83% 77%
Malta
29
Jan Feb Mar April May June July Aug Sept Oct Nov Dec
Source: Eurostat, NSO (Collective Accommodation Establishments)
Tourist Expenditure Total Tourist Expenditure (â‚Ź000s) Change 2010 2011 2012 2012/11 Package expenditure 378,007 428,062 458,220 +7.0% Non-package Air/sea fares 167,545 171,982 199,042 +15.7% expenditure Accommodation 148,690 149,166 165,666 +11.1% Other expenditure 437,744 484,641 522,034 +7.7% Total 1,131,987 1,233,851 1,344,963 +9.0% Source: NSO (Departing Tourists)
Tourist Expenditure per Capita (â‚Ź) Change 2010 2011 2012 2012/11 Package expenditure 638 639 673 +5.3% Non-package Air/sea fares 225 231 261 +13.0% expenditure Accommodation 224 228 296 +29.8% Other expenditure 327 343 362 +5.5% Total 845 872 931 +6.8% Source: NSO (Departing Tourists)
Share of Expenditure During Stay (excluding accommodation), 2012
Food & Drinks 50.4%
Shopping 17.7%
Recreation 15.5%
Transport 10.6%
Other 6.3% Source: MTA Expenditure Survey 2012
of which Restaurants (28.6%)
of which Souvenirs (7.4%) & Clothing (5.2%)
of which Excursions / Site Visits (12.2%)
of which Vehicle Hire (3.5%) & Public Transport (3.5%)
of which Tobacco Products (2.7%)
9
Market Profile of Tourists
10
Profile of Incoming Tourists Change 2010 2011 2012 2012/11
Gender Males 691,301 752,398 753,657 +0.2% Females 647,541 662,105 690,316 +4.3% Age group 0-24 271,067 286,422 288,983 +0.9% 25-44 459,205 450,700 451,096 +0.1% 45-64 459,516 503,091 502,679 -0.1% 65+ 149,053 174,289 201,215 +15.4% Organisation of stay Package 592,619 669,494 680,919 +1.7% Non-package 746,222 745,009 763,054 +2.4% Frequency First time tourists 905,949 968,100 991,640 +2.4% Repeat tourists 432,893 446,403 452,333 +1.3% Source: NSO (Departing Tourists)
Mode of Travel of Incoming Tourists, 2012
Travel by Air 97.0%
Travel by Sea 3.0%
Source: NSO (Departing Tourists)
Passenger Movements to / from Malta by Airlines Air Malta Ryanair Easyjet Lufthansa Alitalia Others
45.5% 25.4%
13.6% 8.8% 4.1%
Source: MIA Annual Statistical Summary 2012
2.7%
Market Profile of Tourists
11
Main Sources of Information 2007
2012
Recommendation by friends/relatives Previous visit Internet Newspaper/ magazine Travel guide Tour operator brochure Recommendation by travel agent TV advertisement/ programme 0%
5% 10%
15% 20% 25% 30% 35%
Source: MTA Market Profile 2012
Tourist Arrivals by Purpose of Visit Change 2010 2011 2012 2012/11 Holiday 1,120,348 Business and professional 118,166 Other 100,327 Total 1,338,841 Source: NSO (Departing Tourists)
1,183,291 117,785 113,427 1,414,503
1,219,266 114,756 109,951 1,443,973
+3.0% -2.6% -3.1% +2.1%
Main Motivations for Choosing Malta 2007
2012
Agreeable climate A new place to go History/culture Cost/value for money As a result of a previous visit Accessibility from your area 0%
10%
Source: MTA Market Profile 2012
20%
30%
40%
50%
60%
Segments - Culture
12
Tourist Participation in Cultural Activities, 2012 Go sightseeing Visit historical sites Visit churches Visit museums Visit art/craft sites Visit local produce sites Festas/folks/festivals 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Source: MTA Market Profile 2012
Segments - Sport & Outdoor Tourist Participation in Sport & Outdoor Activities, 2012
Swimming 43%
Walking & Hiking 45% Source: MTA Market Profile 2012
Diving 5%
Segments - English Language Learning Summary of Teaching English as a Foreign Language Change 2011 2012 2012/11 Number of students Number of weeks Average number of weeks per student
69,297 182,347 2.6
81,991 226,360 2.8
Source: NSO (TEFL)
Share of TEFL Students by Country of Residence, 2012 Italy Germany Russia France Spain Austria Turkey Switzerland Poland Czech Republic Other Countries 0% Source: NSO (TEFL)
5%
10%
20%
+18.3% +24.1% +7.7%
Segments - Business Travel
13
Business Travel Performance Change 2010 2011 2012 2012/11 Business delegates 118,166 CIT (Conference and Incentive Travel) delegates 73,000 Total tourists 1,338,841 Source: NSO, MTA
117,785
114,756
-2.6%
80,000 1,414,503
84,000 1,443,973
+5.0% +2.1%
Top 5 Source Markets of Business Travel to Malta, 2012
9%
15%
20%
7%
6%
Source: NSO
Cruise Tourism Cruise Passengers Change 2010 2011 2012 2012/11 Transit Landed Total number of passengers
461,839 14,583 476,422
444,831 55,927 500,758
516,391 46,421 562,812
+16.1% -17.0% +12.4%
Change in % points 2010 2011 2012 2012/11 Share of EU nationals Share of Non-EU nationals
78.8% 21.2%
78.3% 21.7%
80.2% 19.8%
+1.9% -1.9%
Change 2010 2011 2012 2012/11 Passengers visiting Gozo Passengers staying overnight Cruise liner calls Source: NSO (Cruise Passengers)
3,044 8,839 275
1,021 10,908 311
3,546 13,436 322
+247.3% +23.2% +3.5%
Image of Malta
14
Words that Tourists Associate with the Maltese Islands, 2012
Source: MTA Market Profile 2012
Overall Experience Overall Rating of the Malta Experience, 2012 Exceeded Expectations
70%
63%
60%
Up to Expectations Below Expectations
50% 40% 30%
30%
20% 10% 0% Source: MTA Market Profile 2012
7%
15 About the Malta Tourism Authority The Malta Tourism Authority (MTA) was formally set up by the Malta Travel and Tourism Service Act (1999). This clearly defines its role – extending it beyond that of international marketing to include a domestic, motivating, directional, co-ordinating and regulatory role. The Role of the MTA is: To promote and advance Malta as a tourism destination, To advise Government on tourism operations and to issue licences under the Act, To contribute toward the improvement of the level of human resources in the tourism industry, To advise government on the planning and development of the tourism industry as well as on the infrastructure supporting the industry. The authority operates own offices in the UK, Germany and Italy and has smaller branch and representative offices in most other European countries. It also operates a representative office in Dubai and another in Tokyo. Corporate website: www.mta.com.mt Destination website: www.visitmalta.com
Data Sources Used for This Report Official sources UNWTO - World Tourism Organisation Eurostat CIA World Factbook Internet World Stat NSO - National Statistical Office Central Bank of Malta MIA - Malta International Airport MTA Licensing Administration Office Surveys carried out by MTA’s Research Unit MTA Market Profile 2012 - Survey on tourists’ experiences in the Maltese Islands. MTA Expenditure Survey 2012 - Survey on detailed expenditure of tourists visiting the Maltese Islands. Visit www.mta.com.mt/research for more information on tourism statistics and reports by the Research Unit.
Produced and Published by:
www.mta.com.mt
Malta Tourism Authority Auberge d’Italie Merchants street Valletta VLT 1170 Malta