Infographics | Poland Market Profile 2020

POLAND Market Profile 2020

No. 5 Rank 6.2% Market Share

Inbound Tourists • 2010: 12,070 • 2019: 104,228 • 2020: 40,647

Seasonality

48.3%

Air Connectivity Top Airlines

• Ryanair • Wizzair • LOT Polish

Top Airports

• Warsaw - Frederic Chopin • John Paul II Kraków - Balice • Katowice - Pyrzowice • Gdansk - Leck Walesa • Wroclaw - Nicolaus Corpernicus • Poznan - Lawica

0.0%

39.6%

12.1%

Bed Nights Total Nights

Average Length of Stay

687,924

6.6 Nights 269,083

101,998 2010

2019

2020

Expenditure Total Expenditure

Expenditure per Capita

69,433,000

22,998,000 9,880,000 2010

2019

2020

€ 566

Socio-Demographic Profile Age Groups Region of Residence 2.3% 20.7% 25.5% 8.4% Pomerania

Level of Education 82.5% Tertiary Level

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

8.4% Secondary Level 6.6% Post-secondary Level

51.5%

10.3% Greater Poland

14.2% Masovia

Average Age: 39 years 3.9% Lublin

11.0% Lower Silesia

Occupation

46.1% With Spouse/Partner

4.5% Subcarpathia 3.9% Lódz 16.8% Silesia

Living Arrangements

26.7% With Spouse/Partner and Children

18.7% Lesser Poland

75.9% Employed Full-time

9.6% Selfemployed

7.2% Student

4.2% Student

10.9% On their own 7.3% With Parents 5.5% With Children

3.6% With Relatives/ Friends/ Room Mates

Digital Media Usage Regular 3.

Travel Purposes 2.

2.

1.

4.

1.

88.4%

5.

3.

4.

68.6%

6.

5.

6.

94.0%

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

Travel Motivations

Sun & Culture

61.4%

Sun

Special Occasion

16.3%

12.0%

Culture

Visiting Friends & Relatives

Scuba Diving

Business

5.4%

3.7%

3.6%

3.3%

Other Sports

TEFL

Wellness

Religious

Text

2.4%

2.4%

2.3%

1.8%

Destination Choice Influencers Communication Channels

91.0% Digital Media

Other Factors

41.0% Recommendation by Friends/Relatives

75.3% New Destination

69.9% Good flight connections

Text

20.5% Tour Operator brochure/website

6.0% Books

16.3% Travel Guide book

6.6% Newspaper/ Magazine Advert/ Article

5.4% Recommendation by travel agent

3.6% TV

45.8% Cost/ Value for Money

33.7% English Spoken Widely

13.3% Previous Visit

22.3% Maltese Hospitality

4.8% Film Shot Locally

Type of Booking Trip Bookings Made With

Package Bookings

Non-Package Bookings

87.2 %

49.5 %

38.4 %

34.1 %

34.1 % 5.1 %

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

12.8 %

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

44 %

14.3% Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator

Package Non-Package

2.5% 25.5%

72%

Both

82.8%

Completed Trip Bookings Online

Type of Trip

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

5.5% 3.1%

91.4%

82.9% First Time

17.1% Repeat

Travelling Party

4.8% Alone

47.3% Spouse/Partner

26.7% Family

17.6% Friends

3.6% Organised Group

Type of Accommodation Used Malta & Gozo

33.3% of Polish tourists spending nights in Malta & Gozo stayed in 3* hotels.

31.5% of Polish tourists spending nights in Malta & Gozo stayed in 4* hotels.

3.0% of Polish tourists spending nights in Malta & Gozo stayed in 5* hotels.

29.7% of Polish tourists spending nights in Malta & Gozo opted for self-catering apartment/ farmhouse/ villa.

4.8% of Polish tourists spending nights in Malta & Gozo opted for guesthouse/ hostel.

Activities Engaged In Cultural 72.9% Visit Historical Buildings

63.3% Visit Churches 59.6% Visit temples/ archeological sites

Outdoor 62.0% Trekking/ Hiking

56.6% Swimming/ Sunbathing

Recreational 66.3% Dine at restaurants

44.0% Shopping

50.6% Leisure Boat trip/ tour

10.2% Nightlife/ Clubbing

3.6% Scuba Diving

8.4% Spa/ Wellness

44.6% Visit Museums

14.5% Visit arts/ craft sites

9.6% Attend Local festival/ event

Tourists' Expectations of Malta Exceeded

Met

Not Met

27.4%

68.3%

4.3%

96.4%

Would recommend the Maltese Islands to their friends/ relatives

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