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