FRANCE Market Profile 2020
No. 4 Rank 10.7% Market Share
Inbound Tourists • 2010: 86,516 • 2019: 239,140 • 2020: 70,875
Seasonality
39.9%
Air Connectivity
Top Airlines
• Air Malta • Ryanair
Top Airports
• Paris - Charles De Gaulle • Paris - Orly • Marseille Provence • Lyon Saint-Exupery • Toulouse Blagnac • Nantes Atlantique
0.0%
41.5%
18.6%
Bed Nights Total Nights
Average Length of Stay
1,768,292 7.5 Nights 669,289
528,201
2010
2019
2020
Expenditure Total Expenditure
Expenditure per Capita
192,285,000
€ 727
74,942,000 51,536,000
2010
2019
2020
Socio-Demographic Profile Age Groups Region of Residence 5.1% 31.4%
23%
12.4% Bassin Parisienne
6.4% Nord
60.9% Tertiary Level
0 - 24 years 25 - 44 years 45 - 64 years 65+ years
16.7% Vocational Training 12.7% Post-secondary Level
40.4% 19.1% Region Parisienne 8.0% Est
11.5% Ouest
Average Age: 47 years
Occupation
11.1% Mediterranee
Living Arrangements 46.7% With Spouse/Partner
15.6% Centre-Est
15.9% Sud-Ouest
Level of Education
24.0% With Spouse/Partner and Children 16.5% On their own 57.2% Employed Full-time
6.6% With Children
18.7% Retired
5.4% With Parents
12.0% Self-employed
0.9% With Relatives/ Friends/ Room Mates
Digital Media Usage Regular
Travel Purposes
2.
3.
1.
4.
5.
3.
2. 1.
4.
85.3%
91.4% 6.
5.
6.
76.8%
of tourists shared their experience in Malta on social media during stay.
Travel Motivations Sun & Culture
42.1%
Sun
Culture
20.0%
11.0%
Special Occasion
Visiting Friends & Relatives
Business
Scuba Diving
5.7%
5.0%
4.5%
4.5%
Wellness
TEFL
Marriage/Honeymoon
Other Sports
1.5%
0.9%
Text
3.6%
2.5%
Destination Choice Influencers Communication Channels
53.7% Digital Media
Other Factors
32.2% Recommendation by Friends/Relatives
68.7% New Destination
51.9% Cost/ Value for Money
Text
16.7% Tour Operator brochure/website
8.1% TV
12.2% Travel Guide book
10.7% Recommendation by travel agent
6.0% Newspaper/ Magazine Advert/ Article
32.8% Good flight connections
23.0% English Spoken Widely
12.2% Previous Visit
11.9% Maltese Hospitality
Type of Booking Trip Bookings Made With
Package Bookings
53.5 % 28.6 %
Non-Package Bookings
56.1 %
53.5 %
42.3 %
31.1 % 4.9 %
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
63.7 %
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
5.1 % Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Package Non-Package
5.9%
Both 44.2% 49.8%
78.3%
Completed Trip Bookings Online
Type of Trip
1st Time vs Repeat Tourists
7.6% 0.9%
Malta Only Gozo/ Comino Only Both
86.6% First Time
91.5%
13.4% Repeat
Travelling Party
9.3% Alone
52.0% Spouse/Partner
26.1% Family
9.0% Friends
3.0% Organised Group
Type of Accommodation Used Malta & Gozo
45.1% of French tourists spending nights in Malta & Gozo stayed in 4* hotels.
15.2% of French tourists spending nights in Malta & Gozo stayed in 3* hotels.
10.1% of French tourists spending nights in Malta & Gozo stayed in 5* hotels.
18.3% of French tourists spending nights in Malta & Gozo opted for self-catering apartment/ farmhouse/ villa.
4.3% of French tourists spending nights in Malta & Gozo opted for guesthouse/ hostel. 4.3% of French tourists spending nights in Malta & Gozo opted for friends'/ relatives house/ own private residence.
Activities Engaged In Cultural
Outdoor
Recreational 69.6% Dine at restaurants
82.4% Visit Historical Buildings
59.4% Leisure Boat trip/ tour
71.0% Visit Churches
52.8% Swimming/ Sunbathing
47.2% Shopping
45.7% Visit temples/ archeological sites
40.0% Trekking/ Hiking
23.6% Spa/ Wellness
37.0% Visit Museums
8.7% Scuba Diving
10.4% Visit arts/ craft sites
Tourists' Expectations of Malta Exceeded
Met
Not Met
25.2%
67.2%
7.6%
95.4%
Would recommend the Maltese Islands to their friends/ relatives
Sources: NSO & MTA Traveller Survey Compiled by MTA Research Unit