Infographics | Italy Market Profile 2020

ITALY Market Profile 2020

No. 2 Rank 14.3% Market Share

Inbound Tourists • 2010: 219,663 • 2019: 392,955 • 2020: 93,977

Seasonality

46.9%

Air Connectivity Top Airlines

• Ryanair • Air Malta • Alitalia

Top Airports

• Rome - Fiumicino • Catania - Fontanarossa, Sicily • Bergamo - Il Caravaggio • Naples - Capodichino • Milan - Linate • Bologna - Borgo Panigale • Pisa - Galileo Galilei • Bari - Palese Macchie • Treviso - Sant'Angelo • Turin - Caselle • Palermo - Falcone Borsellino, Sicily

0.0%

40.9%

12.3%

Bed Nights Total Nights

Average Length of Stay

2,524,847 10.4 Nights

1,275,909

980,009

2019

2010

2020

Expenditure Total Expenditure

Expenditure per Capita

236,400,000

138,562,000

€ 562 52,788,000

2010

2019

2020

Socio-Demographic Profile Age Groups Region of Residence 7.2%

21.6%

31.7% 27.8% North-East

Level of Education 67.1% Tertiary Level

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

27.4% Post-secondary Level 4.1% Vocational Training

39.5%

Average Age: 45 years 19.4% Central

Occupation

34.7% North-West

Living Arrangements 42.5% With Spouse/Partner 27.4% On their own

6.9% Islands

20.5% With Spouse/Partner and Children

11.1% South

53.4% Employed Full-time 19.2% Self-employed 13.7% Retired

6.8% With Parents 1.4% With Children

1.4% With Relatives/ Friends/ Room Mates

Digital Media Usage Regular 3.

Travel Purposes 2.

2.

1.

4.

1.

85.9%

5.

3.

4.

84.3%

6.

5.

6.

78.9%

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

Travel Motivations Visiting Friends & Relatives

Sun

20.6%

15.1%

Business

Culture

Special Occasion

13.2%

11.0%

11.0%

Sun & Culture

41.1%

Scuba Diving

TEFL

Text

2.7%

1.7%

Destination Choice Influencers Communication Channels

69.7% Digital Media

8.2% Tour Operator brochure/website

35.6% Recommendation by Friends/Relatives

8.2% Travel Guide book

4.1% Newspaper/ Magazine Advert/ Article

Other Factors

61.6% New Destination

41.1% Cost/ Value for Money

52.1% Good flight connections

17.8% Previous Visit

Text

4.1% TV

4.1% Books

9.6% English Spoken Widely

8.2% Maltese Hospitality

Type of Booking Trip Bookings Made With

Package Bookings

Non-Package Bookings 85.7 %

78.9 %

41.7 %

38 %

41.7 %

39.3 %

16.7 %

5.6 %

3.6 %

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

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

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

Package 4.2%

77.8%

18.1%

Non-Package Both

95.8%

Completed Trip Bookings Online

Type of Trip

1st Time vs Repeat Tourists Malta Only Malta & Gozo

5.6%

57.2% First Time

94.4%

42.8% Repeat

Travelling Party

19.2% Alone

53.4% Spouse/Partner

9.6% Family

16.4% Friends

1.4% Business Associates

Type of Accommodation Used Malta & Gozo

29.6% of Italian tourists spending nights in Malta & Gozo stayed in 3* hotels.

23.9% of Italian tourists spending nights in Malta & Gozo stayed in 4* hotels.

4.2% of Italian tourists spending nights in Malta & Gozo stayed in 5* hotels.

19.7% of Italian tourists spending nights in Malta & Gozo opted for self-catering apartment/ farmhouse/ villa.

8.5% of Italian tourists spending nights in Malta & Gozo opted for guesthouse/ hostel.

8.4% of Italian tourists spending nights in Malta & Gozo opted for friends'/ relatives house/ own private residence.

Activities Engaged In Cultural 76.7% Visit Historical Buildings

64.4% Visit Churches

39.7% Visit temples/ archeological sites

38.4% Visit Museums

20.5% Visit arts/ craft sites

Outdoor 42.5% Swimming/ Sunbathing

31.5% Leisure Boat trip/ tour

17.8% Trekking/ Hiking

9.6% Scuba Diving

Recreational 74.0% Dine at restaurants

57.5% Shopping

16.4% Spa/ Wellness

13.7% Nightlife/ Clubbing

Tourists' Expectations of Malta Exceeded

Met

Not Met

31.0%

57.7%

11.3%

93.0%

Would recommend the Maltese Islands to their friends/ relatives

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