Infographics | Austria 2022

AUSTRIA Market Profile 2022

No. 14 Rank 1.6% Market Share

Inbound Tourists • 2010: 19,908 • 2019: 33,251 • 2020: 11,667 • 2021: 16,445 • 2022: 36,497

Air Connectivity Airlines

Airports

• Air Malta • Ryanair

• Vienna

Seasonality

10.8%

31.0%

36.9%

21.4%

Bed Nights Total Nights

Average Length of Stay

249,552 199,710

6.8 Nights

150,028

2010

2019

2022

Expenditure Total Expenditure

€ 27.6 € 17.5

million

Expenditure per Capita

€ 31.8

million

€ 871

million

2010

2019

2022

Socio-Demographic Profile Age Groups Region of Residence 5.7%

24.8%

29.1% 21.8%

Niederösterreich (Lower Austria) 39.5% 4.1%

Salzburg Land

Wien (Vienna)

8.8%

Oberösterreich (Upper Austria)

52.5% Tertiary Level

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

22.8% Post-secondary Level 21.6% Vocational Training

40.3% Average Age: 46 years

Occupation

2.7% Vorarlberg

Level of Education

Living Arrangements 48.4% With Spouse/Partner

4.8%

Tirol

(Tyrol)

4.8% Kärnten (Carinthia)

20.5% On their own

1.4%

Burgenland 12.2%

Steiermark (Styria)

56.8% Employed Full-time 13.0% Retired 11.1% Employed Part-time

15.5% With Spouse/Partner and Children 5.6% With Parents 5.0% With Children

5.0% With Relatives/ Friends/ Room Mates

Digital Media Usage Regular 3.

Travel Purposes 2.

2.

1.

1.

80.3%

79.5%

66.7%

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

3.

4.

Travel Motivations

Sun & Culture

Sun

Culture

55.4%

19.5%

9.7%

TEFL

Special Occasion

Business

Scuba Diving

5.7%

5.5%

5.5%

Text

6.4%

Other Sports

Visiting Friends & Relatives

Wellness

5.2%

3.7%

1.9%

Destination Choice Influencers Communication Channels

64.6% Digital Media

Other Factors

45.1% Recommendation by Friends/Relatives

69.5% New Destination

51.2% Good flight connections

Text

20.7% Travel Guide book

12.2% Tour Operator brochure/website

7.9% TV

7.3% Recommendation by travel agent

6.7% Newspaper/ Magazine Advert/ Article

4.3% Books

29.3% English Spoken Widely

25.0% Cost/ Value for Money

14.6% Maltese Hospitality

15.2% Previous Visit

4.3% Film Shot Locally

Type of Booking Trip Bookings Made With

Package Bookings

Non-Package Bookings

86.1%

44.7 %

39.8 %

77.5 %

41.3 % 28.6 % 15.3 % 1.4 %

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

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

5% Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator

Package Non-Package

4.3%

Both 44.4% 51.2%

74.2%

Completed Trip Bookings Online

Type of Trip

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

11% 2.4% 86.6%

79.9% First Time

20.1% Repeat

Travelling Party

7.9% Alone

48.8% Spouse/Partner

22.0% Family

15.9% Friends

4.9% Organised Group

0.6% Business Associates

Type of Accommodation Used Malta & Gozo

13.3% of Austrian tourists spending nights in Malta & Gozo stayed in 5* hotels.

49.4% stayed in 4* hotels.

8.2% stayed in 3* hotels.

4.4% utilised guesthouse/ hostel.

20.9% utilised self-catering apartment/ farmhouse/ villa.

4.4% utilised friends'/ relatives house/ own private residence.

Activities Engaged In Cultural 76.2% Visit Historical Buildings 69.5% Visit Churches 48.8% Visit temples/ archeological sites 39.6% Visit Museums

Outdoor 73.8% Swimming/ Sunbathing

53.7% Leisure Boat trip/ tour

20.8% Trekking/ Hiking

17.1% Attend Local festival/ event 14.6% Visit arts/ craft sites 11.6% Attend traditional religious feast 11.0% Visit local produce sites/ agro-experiences

7.2% Scuba Diving

Recreational 79.9% Dine at restaurants

44.5% Shopping

19.5% Spa/ Wellness

12.8% Nightlife/ Clubbing

Tourists' Expectations of Malta Exceeded

Met

Not Met

25.3%

68.5%

6.2%

91.9%

Would recommend the Maltese Islands to their friends/ relatives

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