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