Infographics | Spain 2022

SPAIN Market Profile 2022

No. 6 Rank 3.8% Market Share

Inbound Tourists • 2010: 67,842 • 2019: 116,295 • 2020: 27,480 • 2021: 35,787 • 2022: 86,801

Seasonality

11.1%

Air Connectivity Airlines

Airports

• Ryanair • Vueling • Air Malta

• Madrid - Barajas • Barcelona - El Prat • Valencia • Seville • Bilbao

28.0%

39.1%

21.8%

Bed Nights Total Nights

726,039

Average Length of Stay

685,890

7.9 Nights

565,867

2010

2019

2022

Expenditure Total Expenditure

€ 76 € 56.5

million

Expenditure per Capita

€ 68.8

million

million

2010

€ 793

2019

2022

Socio-Demographic Profile Age Groups Region of Residence 5.7% 25.6%

32.1%

Level of Education 81.2% Tertiary Level

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

8.5% Vocational Training 6.0% Post-secondary Level

5.9% North-West

36.7% 18.6% North-East

Average Age: 47 years

Occupation

30.5% Community of Madrid

Living Arrangements 44.8% With Spouse/Partner

7.6% Centre

25.0% With Spouse/Partner and Children

33.1% East

4.2% South

16.4% On their own 61.5% Employed Full-time 16.2% Retired 10.3% Self-employed

6.0% With Relatives/ Friends/ Room Mates 4.3% With Parents

3.4% With Children

Digital Media Usage Regular 3.

4.

Travel Purposes 2.

2.

1.

1.

88.2%

72.9%

73.9%

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

3.

4.

Travel Motivations

Sun & Culture

Culture

Special Occasion

30.5%

17.8%

13.6%

Sun

Wellness

Business

11.0%

10.7% 6.9%

Scuba Diving

Visiting Friends & Relatives

TEFL

Text

6.6%

6.5%

3.6%

Destination Choice Influencers Communication Channels

58.9% Digital Media

Other Factors

35.3% Recommendation by Friends/Relatives

68.9% New Destination

42.9% Good flight connections

Text

7.6% Tour Operator brochure/website

5.9% Travel Guide book

5.9% Recommendation by travel agent

5.0% Newspaper/ Magazine Advert/ Article

3.4% TV

3.4% Books

18.5% English Spoken Widely

14.3% Cost/ Value for Money

6.7% Maltese Hospitality

7.6% Previous Visit

5.0% Film Shot Locally

Type of Booking Trip Bookings Made With

Package Bookings

Non-Package Bookings 81.1 %

58.8 %

58.3% 35.1 %

33.8 %

33.3 %

21.9 %

12.5 %

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

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

5.4 % Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator

Package 10.7%

67.9%

21.4%

Non-Package Both

86.4%

Completed Trip Bookings Online

Type of Trip

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

7.6% 1.7%

90.7%

86.0% First Time

14.0% Repeat

Travelling Party

9.3% Alone

42.4% Spouse/Partner

25.4% Family

13.6% Friends

7.6% Organised Group

1.7% Business Associates

Type of Accommodation Used Malta & Gozo

7.6% of Spanish tourists spending nights in Malta & Gozo stayed in 5* hotels.

39.8% stayed in 4* hotels.

20.3% stayed in 3* hotels.

6.8% utilised guesthouse/ hostel.

20.3% utilised self-catering apartment/ farmhouse/ villa.

Activities Engaged In Cultural 89.9% Visit Historical Buildings

Outdoor 60.5% Leisure Boat trip/ tour

73.9% Dine at restaurants

48.7% Swimming/ Sunbathing

47.1% Shopping

74.8% Visit Churches 67.2% Visit temples/ archeological sites 42.0% Visit Museums

26.0% Trekking/ Hiking

24.4% Visit arts/ craft sites 8.4% Attend traditional religious feast 6.7% Visit local produce sites/ agro-experiences 6.7% Attend Local festival/ event

Recreational

12.6% Scuba Diving

18.5% Spa/ Wellness

6.7% Nightlife/ Clubbing

Tourists' Expectations of Malta Exceeded

Met

Not Met

24.4%

61.3%

14.3%

90.8%

Would recommend the Maltese Islands to their friends/ relatives

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