Infographics | Austria Market Profile 2020

AUSTRIA Market Profile 2020

No. 10 Rank 1.8% Market Share

Inbound Tourists • 2010: 19,908 • 2019: 33,251 • 2020: 11,667

Air Connectivity Top Airlines

• Air Malta • Ryanair • Wizzair

Top Airport

• Vienna

Seasonality

28.2%

0.0%

51.7%

20.1%

Bed Nights Total Nights

Average Length of Stay

199,710

7.5 Nights

150,028 87,609

2010

2019

2020

Expenditure Total Expenditure

Expenditure per Capita

27,622,000

17,462,000 9,345,000

2010

2019

2020

€ 801

Socio-Demographic Profile Age Groups Region of Residence 4.9% 22.3% 22.1% 16.1%

Level of Education 55.0% Tertiary Level

0 - 24 years 25 - 44 years 45 - 64 years 65+ years

23.3% Vocational Training

Niederösterreich (Lower Austria) 39.3%

50.7%

Wien (Vienna)

12.5%

Oberösterreich (Upper Austria)

20.0% Post-secondary Level

Average Age: 51 years

Occupation

3.6%

Living Arrangements

Salzburg Land 49.2% With Spouse/Partner 28.8% On their own

3.6% 1.8%

Tirol

(Tyrol)

5.4% Kärnten (Carinthia)

Burgenland 17.9%

Steiermark (Styria)

46.6% Employed Full-time

29.3% Retired

8.6% Employed Part-time

8.6% Selfemployed

15.3% With Spouse/Partner and Children 5.1% With Relatives/ Friends/ Room Mates 1.7% With Children

Digital Media Usage Regular 3.

4.

Travel Purposes 2.

2.

1.

5.

1.

80.4%

74.1%

3.

69.0%

of tourists shared their experience in Malta on social media during stay.

4.

5.

Travel Motivations

Sun & Culture

Culture

Sun

44.3%

19.7%

13.1%

Other Sports

Business

TEFL

Visiting Friends & Relatives

Text

11.5%

6.2%

5.2%

4.7%

Scuba Diving

Special Occasion

Wellness

3.3%

3.3%

1.6%

Destination Choice Influencers Communication Channels

57.4% Digital Media

23.0% Tour Operator brochure/website

Other Factors

26.2% Recommendation by Friends/Relatives

21.3% Travel Guide book

14.8% Newspaper/ Magazine Advert/ Article

63.9% New Destination

36.1% Cost/ Value for Money

59.0% Good flight connections

26.2% Previous Visit

23.0% Maltese Hospitality

Text

6.6% Recommendation by travel agent

4.9% TV

3.3% Books

23.0% English Spoken Widely

6.6% Film Shot Locally

Type of Booking Trip Bookings Made With

Package Bookings

Non-Package Bookings

95.8 % 68 % 54.2 %

36 %

33.9 %

22 %

12 % 0%

Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator

4.2 %

Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator

Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator

Package Non-Package

16.7%

Both 41.7%

41.7%

70.0%

Completed Trip Bookings Online

Type of Trip

1st Time vs Repeat Tourists Malta Only Gozo/ Comino Only Both

9.8% 1.6%

88.5%

77.2% First Time

22.8% Repeat

Travelling Party

15.0% Alone

41.7% Spouse/Partner

15.0% Family

18.3% Friends

10.0% Organised Group

Type of Accommodation Used Malta & Gozo

66.1% of Austrian tourists spending nights in Malta & Gozo stayed in 4* hotels.

15.3% of Austrian tourists spending nights in Malta & Gozo stayed in 3* hotels.

13.6% of Austrian tourists spending nights in Malta & Gozo stayed in 5* hotels.

3.4% of Austrian tourists spending nights in Malta & Gozo opted for self-catering apartment/ farmhouse/ villa.

Activities Engaged In Cultural

Outdoor

Recreational

86.9% Visit Historical Buildings

55.7% Swimming/ Sunbathing

52.5% Dine at restaurants

78.7% Visit Churches

36.1% Leisure Boat trip/ tour

44.3% Shopping

47.5% Visit temples/ archeological sites

24.6% Trekking/ Hiking

31.1% Spa/ Wellness

8.2% Sport Event

4.9% Nightlife/ Clubbing

42.6% Visit Museums

13.1% Visit arts/ craft sites

11.5% Visit local produce sites/ agro-experiences

3.3% Scuba Diving

Tourists' Expectations of Malta Exceeded

Met

Not Met

28.3%

65.0%

6.7%

91.7%

Would recommend the Maltese Islands to their friends/ relatives

Sources: NSO & MTA Traveller Survey Compiled by MTA Research Unit