GERMANY Market Profile 2020
No. 3 Rank 11.0% Market Share
Inbound Tourists • 2010: 126,193 • 2019: 211,546 • 2020: 72,470
Seasonality
36.7%
Air Connectivity
Top Airlines • Air Malta • Lufthansa • Ryanair
Top Airports
• Frankfurt • Munich - Franz Josef Strauss • Berlin - Schonefeld • Cologne Bonn • Dusseldorf • Berlin - Tegel • Karlsruhe Baden-Baden
0.0%
42.5%
20.8%
Bed Nights Total Nights
Average Length of Stay
1,519,440 7.9 Nights
1,093,633 576,003
2019
2010
2020
Expenditure Total Expenditure
Expenditure per Capita
175,592,000 112,884,000 56,685,000
2010
2019
2020
€ 782
Socio-Demographic Profile Age Groups Region of Residence 6.3%
2.1% Hamburg
1.0% SchleswigHolstein
0.5% Bremen
1.0% 0.5% MecklenburgMecklenburg- Vorpommern Western Pomerania 3.1% Brandenburg
4.5% Lower Saxony, Niedersachsen
8.1% Berlin 1.8% Saxony Anhalt
16.5% North RhineWestphalia (NRW)
26.4%
15.7% BadenWürttemberg
21.0% Bavaria, Bayern
25.1% Vocational Training 10.7% Post-secondary Level
Average Age: 47 years
Occupation
Living Arrangements 50.1% With Spouse/Partner 22.0% On their own
1.3% Thuringia
11.3% Hesse
53.8% Tertiary Level
0 - 24 years 25 - 44 years 45 - 64 years 65+ years
43.7%
4.5% Saxony Sachsen
5.5% RhinelandPalatinate 1.3% Saarland
23.6%
Level of Education
16.7% With Spouse/Partner and Children 59.0% Employed Full-time
15.7% Retired
8.9% Selfemployed
8.4% Employed Part-time
4.1% With Relatives/ Friends/ Room Mates 3.8% With Parents
3.3% With Children
Digital Media Usage Regular 3.
Travel Purposes 2.
2.
4.
1.
5.
3.
1.
77.8%
4.
68.3%
6.
5.
6.
72.3%
of tourists shared their experience in Malta on social media during stay.
Travel Motivations Sun & Culture
51.8%
Sun
Scuba Diving
14.1%
10.1%
Wellness
Culture
Other Sports
Visiting Friends & Relatives
8.0%
7.3%
7.3%
5.7%
Business
Special Occasion
TEFL
Religious
Text
4.1%
4.0%
3.8%
1.5%
Destination Choice Influencers Communication Channels
61.1% Digital Media
Other Factors
34.2% Recommendation by Friends/Relatives
61.6% New Destination
47.2% Good flight connections
Text
16.3% Tour Operator brochure/website
8.8% TV
14.6% Travel Guide book
10.8% Newspaper/ Magazine Advert/ Article
7.8% Recommendation by travel agent
34.2% English Spoken Widely
30.4% Cost/ Value for Money
17.6% Maltese Hospitality
23.1% Previous Visit
2.0% Film Shot Locally
Type of Booking Trip Bookings Made With
Package Bookings
Non-Package Bookings 80 %
75.1 % 45 %
36.2 %
47.3 %
35.1%
28 % 1%
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
4.8 % Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Package Non-Package
6.9%
Both 43.3%
49.7%
74.7%
Completed Trip Bookings Online
Type of Trip
1st Time vs Repeat Tourists
4.8% 4.1%
Malta Only Gozo/ Comino Only Both
75.3% First Time
91.1%
24.7% Repeat
Travelling Party
12.4% Alone
53.3% Spouse/Partner
16.7% Family
12.9% Friends
4.5% Organised Group
Type of Accommodation Used Malta & Gozo
59.1% of German tourists spending nights in Malta & Gozo stayed in 4* hotels.
9.9% of German tourists spending nights in Malta & Gozo stayed in 5* hotels.
9.6% of German tourists spending nights in Malta & Gozo stayed in 3* hotels.
18.2% of German tourists spending nights in Malta & Gozo opted for self-catering apartment/ farmhouse/ villa.
2.4% of German tourists spending nights in Malta & Gozo opted for friends'/ relatives' house/ own private residence.
2.3% of German tourists spending nights in Malta & Gozo opted for Guesthouse/ Hostel.
Activities Engaged In Cultural
Outdoor
77.6% Visit Historical Buildings
65.1% Visit Churches
50.0% Visit temples/ archeological sites 36.2% Visit Museums
15.3% Visit arts/ craft sites
13.1% Visit local produce sites/ agro-experiences
59.0% Swimming/ Sunbathing
45.7% Leisure Boat trip/ tour
Recreational 62.8% Dine at restaurants
48.0% Shopping
34.4% Trekking/ Hiking
24.6% Spa/ Wellness
10.6% Scuba Diving
9.0% Nightlife/ Clubbing
Tourists' Expectations of Malta Exceeded
Met
Not Met
23.1%
72.0%
4.9%
95.1%
Would recommend the Maltese Islands to their friends/ relatives
Sources: NSO & MTA Traveller Survey Compiled by MTA Research Unit