Infographics | Germany 2022

GERMANY Market Profile 2022

No. 4 Rank 7.4% Market Share

Inbound Tourists • 2010: 126,193 • 2019: 211,546 • 2020: 72,470 • 2021: 96,514 • 2022: 169,445

Seasonality

10.0%

Air Connectivity

Airlines • Lufthansa • Air Malta • Ryanair

Airports

• Frankfurt • Munich - Franz Josef Strauss • Cologne Bonn • Berlin - Brandenburg • Dusseldorf

31.0%

32.9%

26.1%

Bed Nights Total Nights

Average Length of Stay

1,519,440 1,276,351

1,093,633

2010

2019

7.5 Nights

2022

Expenditure Total Expenditure

€ 175.6 million

Expenditure per Capita

€ 167.6

million

€ 112.9

€ 989

million

2010

2019

2022

Socio-Demographic Profile Age Groups Region of Residence 6.7%

2.8% Hamburg

3.1% SchleswigHolstein

0.5% Bremen

0.9% 0.1% MecklenburgMecklenburg- Vorpommern Western Pomerania 1.7% Brandenburg

6.7% Lower Saxony, Niedersachsen

8.2% Berlin 1.0% Saxony Anhalt

15.3% North RhineWestphalia (NRW)

27.9%

12.3% BadenWürttemberg

27.0% Bavaria, Bayern

20.9% Vocational Training 13.3% Post-secondary Level

Average Age: 43 years

Occupation

Living Arrangements 45.8% With Spouse/Partner 24.0% On their own

1.0% Thuringia

8.6% Hesse

59.9% Tertiary Level

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

41.3%

6.3% Saxony Sachsen

4.0% RhinelandPalatinate 0.5% Saarland

24.2%

Level of Education

18.6% With Spouse/Partner and Children 62.3% Employed Full-time

13.3% Employed Part-time

4.4% With Parents

8.1% Retired

8.0% Student

3.6% With Children

3.6% With Relatives/ Friends/ Room Mates

Digital Media Usage Regular 3.

Travel Purposes

2.

2.

3.

1.

4.

1.

5.

84.0%

4.

70.6% 5.

6.

78.3%

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

Travel Motivations Sun & Culture

Sun

Scuba Diving

56.6%

16.9%

9.1%

Other Sports

Business

Wellness

6.6%

5.5%

5.2%

Visiting Friends & Relatives

TEFL

Culture

Special Occasion

3.9%

3.6%

Text

4.8%

4.2%

Destination Choice Influencers Communication Channels

64.1% Digital Media

Other Factors

40.2% Recommendation by Friends/Relatives

66.3% New Destination

44.1% Good flight connections

Text

14.9% Travel Guide book

7.6% Recommendation by travel agent

11.9% Tour Operator brochure/website

7.8% TV

5.9% Newspaper/ Magazine Advert/ Article

3.8% Books

36.8% English Spoken Widely

24.7% Cost/ Value for Money

11.9% Maltese Hospitality

21.4% Previous Visit

5.4% Film Shot Locally

Type of Booking Trip Bookings Made With

Package Bookings

Non-Package Bookings 74 %

69.3 % 38.5 %

36.4 %

37.6 %

42.7 %

32 % 1.5 %

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

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

6.1 % Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator

Package Non-Package

5.3%

Both 46.8% 47.9%

78.5%

Completed Trip Bookings Online

Type of Trip

1st Time vs Repeat Tourists

6.5%

Malta Only Gozo/ Comino Only Both

5.1%

78.0% First Time

88.4%

22.0% Repeat

Travelling Party

9.7% Alone

46.9% Spouse/Partner

23.8% Family

16.3% Friends

2.7% Organised Group

Type of Accommodation Used Malta

9.3% of German tourists spending nights in Malta stayed in 5* hotels.

51.0% stayed in 4* hotels.

12.6% stayed in 3* hotels.

15.4% utilised self-catering apartment/ farmhouse/ villa.

Gozo

60.3% of German tourists spending nights in Gozo utlised self-catering apartment/ farmhouse/ villa.

1.4% stayed in 5* hotels.

19.2% stayed in 4* hotels.

4.1% stayed in 3* hotels.

Activities Engaged In Cultural

Outdoor

77.9% Visit Historical Buildings

66.8% Visit Churches 47.3% Visit temples/ archeological sites

72.3% Swimming/ Sunbathing

48.8% Leisure Boat trip/ tour

Recreational 75.1% Dine at restaurants

48.2% Shopping

33.6% Trekking/ Hiking

21.2% Spa/ Wellness

10.9% Scuba Diving

10.4% Nightlife/ Clubbing

38.1% Visit Museums 14.3% Attend Local festival/ event 10.6% Visit arts/ craft sites 9.1% Visit local produce sites/ agro-experiences

Tourists' Expectations of Malta Exceeded

Met

Not Met

21.4%

73.8%

4.8%

93.1%

Would recommend the Maltese Islands to their friends/ relatives

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