Infographics | Denmark 2022

DENMARK Market Profile 2022

No. 12 Rank 1.7% Market Share

Inbound Tourists • 2010: 28,830 • 2019: 42,717 • 2020: 8,191 • 2021: 18,698 • 2022: 38,609

Air Connectivity

Airlines

Airports

• Atlantic Airways • Ryanair • Norwegian

• Billund • Copenhagen - Kastrup

Seasonality

13.7%

29.0%

36.6%

20.7%

Bed Nights Total Nights

Average Length of Stay

317,498 278,778 230,067 7.2 Nights

2010

2019

2022

Expenditure Total Expenditure

€ 40.9 million

Expenditure per Capita

€ 39.1

million

€ 26.5

million

2010

€ 1,013

2019

2022

Socio-Demographic Profile Age Groups Region of Residence 18.6%

15.1% Nordjylland

29.9%

11.6% Midtjylland 47.7% Hovedstaden/ Capital

24%

Level of Education 51.5% Tertiary Level

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

25.8% Post-secondary Level 12.4% Primary Level

27.5%

Average Age: 52 years

Occupation

Living Arrangements 51.9% With Spouse/Partner 22.2% With Spouse/Partner and Children

16.3% Syddanmark

17.6% On their own

9.3% Sjælland

58.5% Employed Full-time

23.6% Retired

5.6% With Children 1.9% With Parents

0.9% With Relatives/ Friends/ Room Mates

Digital Media Usage Regular 3.

Travel Purposes

2.

2.

1.

4.

1.

92.2%

68.3%

67.0%

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

3.

Travel Motivations Sun & Culture

Sun

Other Sports

50.6%

26.8%

9.2%

Special Occasion

Wellness

Scuba Diving

5.8%

5.7%

5.5%

Business

Visiting Friends & Relatives

Culture

3.3%

2.7%

0.8%

Destination Choice Influencers Communication Channels

41.6% Digital Media

Other Factors

35.2% Recommendation by Friends/Relatives

45.4% New Destination

40.7% Previous Visit

Text

35.2% Tour Operator brochure/website

2.8% TV

10.2% Travel Guide book

1.9% Recommendation by travel agent

9.3% Newspaper/ Magazine Advert/ Article

1.9% Books

31.5% Good flight connections

26.9% English Spoken Widely

22.2% Cost/ Value for Money

10.2% Maltese Hospitality

Type of Booking Trip Bookings Made With

Package Bookings

Non-Package Bookings

93 %

68.9 %

64.7 % 38.2 %

22.6 %

16 % 2.8 %

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

5.6 %

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

17.6 % Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator

Package Non-Package

0.9%

Both

32.7%

66.4%

74.8%

Completed Trip Bookings Online

Type of Trip

1st Time vs Repeat Tourists

3.7% 3.7%

Malta Only Gozo/ Comino Only Both

68.1% First Time

92.5%

31.9% Repeat

Travelling Party

0.9% Alone

43.0% Spouse/Partner

50.5% Family

4.7% Friends

0.9% Organised Group

Type of Accommodation Used Malta & Gozo

4.8% of Danish tourists spending nights in Malta stayed in 5* hotels.

21.0% stayed in 4* hotels.

64.8% stayed in 3* hotels.

7.6% utilised self-catering apartment/ farmhouse/ villa.

Activities Engaged In Cultural

Outdoor

66.7% Visit Historical Buildings

63.0% Visit Churches

36.1% Visit Museums 31.5% Visit temples/ archeological sites 8.3% Attend Local festival/ event 7.4% Visit arts/ craft sites 7.4% Visit local produce sites/ agro-experiences

68.5% Swimming/ Sunbathing

29.5% Trekking/ Hiking

25.9% Leisure Boat trip/ tour

5.7% Scuba Diving

Recreational 74.1% Dine at restaurants

45.4% Shopping

21.3% Spa/ Wellness

Tourists' Expectations of Malta Exceeded

Met

Not Met

28.8%

69.2%

1.9%

98.1%

Would recommend the Maltese Islands to their friends/ relatives

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