Infographics | Belgium 2022

BELGIUM Market Profile 2022

No. 8 Rank 2.4% Market Share

Inbound Tourists • 2010: 24,296 • 2019: 70,886 • 2020: 19,015 • 2021: 31,768 • 2022: 55,821

Seasonality

14.1%

Air Connectivity Airlines

• Air Malta • Ryanair

Airports

• Brussels • Brussels South Charleroi

29.7%

33.2%

22.9%

Bed Nights Total Nights

Average Length of Stay

458,266 370,411 6.6 Nights 181,393

2010

2019

2022

Expenditure Total Expenditure

Expenditure per Capita

€ 51.5

€ 48.4

million

million

€ 21.8

€ 867

million

2010

2019

2022

Socio-Demographic Profile Age Groups Region of Residence 6.3%

24.2%

26.2%

9.9% West Flanders

12.9% 14.4% East Brussels Flanders

79.7% Tertiary Level

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

8.5% Secondary Level 7.5% Post-secondary Level

43.3% 21.3% Antwerp 4.0% Limburg 7.4% Walloon Brabant

17.3% Flemish Brabant

Level of Education

Average Age: 51 years

Occupation

Living Arrangements 45.8% With Spouse/Partner 30.4% With Spouse/Partner and Children

5.0% Hainaut 3.5% Namur

4.5% Liege

11.2% On their own 53.3% Employed Full-time

19.2% Retired

9.3% 13.6% Self-Employed Employed Part-time

7.0% With Children 4.7% With Parents

0.9% With Relatives/ Friends/ Room Mates

Digital Media Usage Regular 3.

Travel Purposes 2.

2.

3.

4.

1.

1.

4.

5.

84.8%

72.3%

6.

7.

59.6%

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

5.

Travel Motivations

Sun & Culture

Sun

Culture

55.0%

13.3%

8.6%

Scuba Diving

Business

8.0%

6.5%

Wellness

Visiting Friends & Relatives

6.1% Other Sports

Special Occasion

3.1% TEFL

Text

2.2%

1.7%

1.0%

Destination Choice Influencers Communication Channels

50.5% Digital Media

Other Factors

46.3% Recommendation by Friends/Relatives

74.5% New Destination

43.5% Good flight connections

Text

20.4% Tour Operator brochure/website

19.0% Travel Guide book

10.6% Newspaper/ Magazine Advert/ Article

4.6% TV

8.8% Recommendation by travel agent

4.2% Books

39.4% Cost/ Value for Money

25.5% English Spoken Widely

9.7% Maltese Hospitality

15.3% Previous Visit

3.2% Film Shot Locally

Type of Booking Trip Bookings Made With

Package Bookings

Non-Package Bookings 71.1 %

70.9% 45.1 % 31.9 %

54.5 %

42.7 % 26.6 % 7.6 %

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

4.7% 37.1% 58.2%

Both

82.2%

Completed Trip Bookings Online

Type of Trip

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

11.2% 2.8% 86%

78.5% First Time

21.5% Repeat

Travelling Party

5.1% Alone

50.9% Spouse/Partner

31.5% Family

6.0% Friends

5.6% Organised Group

0.9% Business Associates

Type of Accommodation Used Malta & Gozo

14.1% of Belgian tourists spending nights in Malta & Gozo stayed in 5* hotels.

36.6% stayed in 4* hotels.

15.5% stayed in 3* hotels.

10.8% utilised guesthouse/ hostel.

17.4% utilised self-catering apartment/ farmhouse/ villa.

Activities Engaged In Cultural 85.2% Visit Historical Buildings

Outdoor 56.5% Swimming/ Sunbathing

74.1% Visit Churches 55.1% Visit temples/ archeological sites

46.8% Visit Museums 12.0% Visit local produce sites/ agro-experiences 10.2% Attend Local festival/ event 8.3% Visit arts/ craft sites

51.7% Trekking/ Hiking

51.4% Leisure Boat trip/ tour

9.3% Scuba Diving

Recreational 77.3% Dine at restaurants

44.9% Shopping

16.7% Spa/ Wellness

Tourists' Expectations of Malta Exceeded

Met

Not Met

38.3%

51.9%

9.8%

89.2%

Would recommend the Maltese Islands to their friends/ relatives

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