Infographics | Spain Market Profile 2020

SPAIN Market Profile 2020

No. 6 Rank 4.2% Market Share

Inbound Tourists • 2010: 67,842 • 2019: 116,295 • 2020: 27,480

Seasonality

60.7%

Air Connectivity Top Airlines

• Ryanair • Vueling

Top Airports

• Barcelona - El Prat • Madrid - Barajas • Sevilla • Valencia • Santiago de Compostela

0.0%

32.3%

7.0%

Bed Nights Total Nights

Average Length of Stay

726,039 565,867 6.4 Nights 175,533

2010

2019

2020

Expenditure Total Expenditure

Expenditure per Capita

76,014,000 56,502,000

€ 519 14,265,748 2010

2019

2020

Socio-Demographic Profile Age Groups Region of Residence 3.6% 27.6%

12.7% North-West

27.3%

Level of Education 76.8% Tertiary Level

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

16.1% Post-secondary Level 5.4% Vocational Training

41.6% 9.1% North-East

20.0% Community of Madrid

Average Age: 46 years

Occupation

Living Arrangements 37.5% With Spouse/Partner 21.4% On their own

7.3% Centre

40.0% East

9.1% South

17.9% With Spouse/Partner and Children 46.4% Employed Full-time

17.9% Retired

12.5% Unemployed

10.7% Selfemployed

10.7% With Parents 8.9% With Relatives/ Friends/ Room Mates

3.6% With Children

Digital Media Usage Regular 3.

4.

Travel Purposes 2.

2.

1.

5.

1.

87.5%

80.0%

86.8%

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

3.

4.

Travel Motivations

Sun & Culture

Culture

Wellness

32.1%

26.8%

12.5%

Sun

Special Occasion

Visiting Friends & Relatives

Business

8.9%

8.9%

8.3%

6.9%

Scuba Diving

TEFL

Other Sports

Text

5.4%

4.6%

1.8%

Destination Choice Influencers Communication Channels

62.5% Digital Media

Other Factors

50.0% Recommendation by Friends/Relatives

69.6% New Destination

55.4% Good flight connections

Text

9.0% Newspaper/ Magazine Advert/ Article

3.6% Travel Guide book

5.4% Tour Operator brochure/website

8.9% TV

3.6% Books

23.2% English Spoken Widely

21.4% Cost/ Value for Money

8.9% Previous Visit

5.4% Maltese Hospitality

Type of Booking Trip Bookings Made With

Package Bookings

Non-Package Bookings 69 %

56.4 %

50 %

41.8 %

50 %

35.7 % 7.1 %

14.5 % 0% 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 5.6%14.8%

79.6%

Non-Package Both

96.4%

Completed Trip Bookings Online

Type of Trip

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

15.8%

1.8%

82.5% 80.7% First Time

19.3% Repeat

Travelling Party

12.7% Alone

49.1% Spouse/Partner

16.4% Family

21.8% Friends

Type of Accommodation Used Malta & Gozo

35.8% of Spanish tourists spending nights in Malta & Gozo stayed in 4* hotels.

22.6% of Spanish tourists spending nights in Malta & Gozo stayed in 3* hotels.

7.5% of Spanish tourists spending nights in Malta & Gozo stayed in 2* hotels.

26.4% of Spanish tourists spending nights in Malta & Gozo opted for self-catering apartment/ farmhouse/ villa.

Activities Engaged In Cultural

Outdoor

Recreational

91.1% Visit Historical Buildings

41.1% Leisure Boat trip/ tour

66.1% Dine at restaurants

80.4% Visit Churches

37.5% Swimming/ Sunbathing

44.6% Shopping

58.9% Visit temples/ archeological sites

33.9% Trekking/ Hiking

16.1% Spa/ Wellness

42.9% Visit Museums

17.9% Visit arts/ craft sites

7.1% Scuba Diving

14.3% Nightlife/ Clubbing

Tourists' Expectations of Malta Exceeded

Met

Not Met

30.9%

63.6%

5.5%

98.2%

Would recommend the Maltese Islands to their friends/ relatives

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