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