Infographics | Poland 2022

POLAND Market Profile 2022

No. 5 Rank 6.3% Market Share

Inbound Tourists • 2010: 12,070 • 2019: 104,228 • 2020: 40,647 • 2021: 68,172 • 2022: 143,229

Seasonality

17.1%

Air Connectivity Airlines

• Ryanair • Wizzair

Airports

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

27.7%

28.6%

26.7%

Bed Nights Total Nights

Average Length of Stay

873,024 687,924 6.1 Nights

101,998 2010

2019

2022

Expenditure Total Expenditure

Expenditure per Capita

€ 99

million

€ 69.4

million

€ 691 € 9.9

million

2010

2019

2022

Socio-Demographic Profile Age Groups Region of Residence 4% 24.2%

20.5%

Level of Education 83.7% Tertiary Level

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

9.9% Secondary Level

12.5% Pomerania

4.2% Post-secondary Level

51.4%

9.3% Greater Poland

25.2% Masovia

3.4% Lublin

11.1% Lower Silesia

Average Age: 42 years

Occupation

42.2% With Spouse/Partner

1.8% Subcarpathia 2.6% Lódz 11.7% Silesia

Living Arrangements

35.1% With Spouse/Partner and Children

9.5% Lesser Poland

11.2% On their own 64.7% Employed Full-time

19.4% Selfemployed

7.3% Retired

4.8% With Parents 3.8% With Relatives/ Friends/ Room Mates

2.9% With Children

Digital Media Usage Regular 3.

Travel Purposes 3.

2.

2.

4.

4.

1.

1.

5.

91.9%

94.1%

66.6%

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

Travel Motivations

Sun & Culture

Sun

Special Occasion

58.3%

18.7%

10.3%

Culture

Business

TEFL

Scuba Diving

Text

5.3% Visiting Friends & Relatives

2.6%

3.4%

3.0%

2.8%

Wellness

Other Sports

2.3%

1.7%

Destination Choice Influencers Communication Channels

81.8% Digital Media

Other Factors

41.3% Recommendation by Friends/Relatives

73.4% New Destination

71.2% Good flight connections

Text

18.6% Tour Operator brochure/website

11.7% Travel Guide book

6.7% Books

4.9% Recommendation by travel agent

4.2% Newspaper/ Magazine Advert/ Article

2.9% TV

38.8% English Spoken Widely

37.7% Cost/ Value for Money

12.4% Previous Visit

16.4% Maltese Hospitality

4.2% Film Shot Locally

Type of Booking Trip Bookings Made With

Package Bookings

Non-Package Bookings

84.3 % 57.5 % 38.7 %

38.5 %

38.7 %

30.8 % 16.5 % 1.6 %

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

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

13.9 % Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator

Package 6.3%

69%

Non-Package 24.7%

Both

79.4%

Completed Trip Bookings Online

Type of Trip

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

6.4% 2%

91.5%

86.3% First Time

13.7% Repeat

Travelling Party

3.5% Alone

43.7% Spouse/Partner

32.6% Family

14.9% Friends

4.2% Organised Group

1.1% Business Associates

Type of Accommodation Used Malta & Gozo

4.9% of Polish tourists spending nights in Malta & Gozo stayed in 5* hotels.

37.9% stayed in 4* hotels.

23.5% stayed in 3* hotels.

5.2% utilised guesthouse/ hostel.

27.8% utilised self-catering apartment/ farmhouse/ villa.

Activities Engaged In Cultural 75.2% Visit Historical Buildings

62.5% Visit Churches

51.5% Visit temples/ archeological sites

Outdoor 67.2% Trekking/ Hiking

65.6% Swimming/ Sunbathing

51.7% Leisure Boat trip/ tour

45.0% Visit Museums 3.7% Scuba Diving 13.1% Attend Local festival/ event

12.4% Visit arts/ craft sites

Recreational 68.7% Dine at restaurants

43.7% Shopping

11.7% Nightlife/ Clubbing

7.1% Spa/ Wellness

Tourists' Expectations of Malta Exceeded

Met

Not Met

24.3%

71.5%

4.3%

96.3%

Would recommend the Maltese Islands to their friends/ relatives

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