Infographics | France 2022

FRANCE Market Profile 2022

No. 3 Rank 11.3% Market Share

Inbound Tourists • 2010: 86,516 • 2019: 239,140 • 2020: 70,875 • 2021: 133,912 • 2022: 258,372

Seasonality

10.5%

Air Connectivity

Airlines • Air Malta • Ryanair • Vueling • Air France • Transavia

Airports • Paris - Orly • Paris - Charles De Gaulle • Lyon Saint-Exupery • Toulouse - Blagnac • Marseille Provence • Bordeaux - Merignac • Nantes Atlantique • Paris Beauvais - Tille • Tarbes Ossun Lourdes

30.8%

37.6%

21.2%

Bed Nights Total Nights

1,768,292

Average Length of Stay 1,936,117

7.5 Nights 669,289

2010

2019

2022

Expenditure Total Expenditure

€ 192.3

million

Expenditure per Capita

€ 223.7

million

€ 866

€ 74.9

million

2010

2019

2022

Socio-Demographic Profile Age Groups Region of Residence 6.2% 33%

24.4%

13.1% Bassin Parisienne

6.1% Nord

65.2% Tertiary Level

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

13.5% Vocational Training 13.4% Post-secondary Level

36.3% 26.6% Region Parisienne 4.4% Est

11.0% Ouest

Average Age: 49 years

Occupation

11.8% Mediterranee

Living Arrangements 48.4% With Spouse/Partner

15.0% Centre-Est

12.0% Sud-Ouest

Level of Education

25.3% With Spouse/Partner and Children 15.6% On their own 63.0% Employed Full-time

7.3% With Children

20.5% Retired

2.4% With Parents

9.0% Self-employed

0.9% With Relatives/ Friends/ Room Mates

Digital Media Usage Regular

Travel Purposes

2.

3.

1.

4.

5.

3.

2.

1.

91.1%

4.

84.5%

6.

5.

6.

75.3%

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

Travel Motivations Sun & Culture

Sun

Culture

47.5%

18.9%

10.7%

Scuba Diving

Business

Wellness

Special Occasion

7.3%

4.8%

4.4%

4.2%

TEFL

Visiting Friends & Relatives

Marriage/Honeymoon

Other Sports

2.8%

2.3%

1.5%

Text

2.9%

Destination Choice Influencers Communication Channels

53.2% Digital Media

Other Factors

35.8% Recommendation by Friends/Relatives

71.4% New Destination

45.9% Cost/ Value for Money

Text

19.1% Tour Operator brochure/website

5.2% TV

14.7% Travel Guide book

4.2% Newspaper/ Magazine Advert/ Article

9.6% Recommendation by travel agent

2.4% Books

34.8% Good flight connections

22.0% English Spoken Widely

10.0% Previous Visit

9.0% Maltese Hospitality

Type of Booking Trip Bookings Made With

Package Bookings

Non-Package Bookings 69.5 %

56.5 %

56.4 %

55.1 % 42 %

32.7 %

27.4 %

4.8 % Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator

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

2.6 % Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator

Package Non-Package

7.8% 37.6%

54.6%

Both

81.2%

Completed Trip Bookings Online

Type of Trip

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

14.2% 1.4%

89.6% First Time

84.4%

10.4% Repeat

Travelling Party

4.9% Alone

48.3% Spouse/Partner

28.2% Family

12.4% Friends

4.1% Organised Group

2.0% Business Associates

Type of Accommodation Used Malta & Gozo

6.1% of French tourists spending nights in Malta & Gozo stayed in 5* hotels.

45.0% stayed in 4* hotels.

15.4% stayed in 3* hotels.

6.5% utilised guesthouse/ hostel.

28.3% utilised self-catering apartment/ farmhouse/ villa.

2.0% utilised friends'/ relatives house/ own private residence.

Activities Engaged In Cultural

Outdoor

Recreational

82.5% Visit Historical Buildings

63.5% Leisure Boat trip/ tour

77.0% Dine at restaurants

77.3% Visit Churches

60.2% Swimming/ Sunbathing

47.3% Shopping

46.6% Visit temples/ archeological sites

37.2% Trekking/ Hiking

19.6% Spa/ Wellness

45.5% Visit Museums

9.2% Scuba Diving

13.0% Attend Local festival/ event 10.4% Visit arts/ craft sites

4.7% Nightlife/ Clubbing

Tourists' Expectations of Malta Exceeded

Met

Not Met

23.1%

68.3%

8.7%

93.5%

Would recommend the Maltese Islands to their friends/ relatives

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