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