SUN & CULTURE SEEKING Tourist 2018
INBOUND TOURISTS
2018
SHARE OF SUN & CULTURE SEEKERS OUT OF TOTAL GEOGRAPHICAL MARKET
50.2% Share of Sun & Culture Seekers
1,305,000
67.4% Norway
SEASONALITY
36.3% 30.0%
65.0% Finland
56.1% Denmark
55.9% United Kingdom
52.9% Netherlands
56.8% Ireland
44.3% Sweden 54.3% Poland 54.5% Germany
52.2% Belgium 50.0% France 13.4%
20.4%
40.4% Spain
53.0% Hungary 56.6% Austria
48.1% Switzerland 36.8% Italy
SOCIO-DEMOGRAPHIC PROFILE
BED NIGHTS
AVERAGE LENGTH OF STAY
AGE GROUPS
TOTAL NIGHTS
17.7%
7.4 Nights
LIVING ARRANGEMENTS
2.9% with relatives/ friends/ room mates
0-24 years
9,657,000
51.1% with spouse/ partner
5.6%
25-44 years
29.4%
45-64 years
0-24 years
65+ years
25-44 years
4.5% with parents
47.3%
EXPENDITURE
45-64 years 65+ years 65+ years
4.8% with children
Average age: 50 years
65+ years
21.6% with spouse/ partner and children
15.1% on their own
TOTAL EXPENDITURE LEVEL OF EDUCATION
1,329,795,000 OCCUPATION EXPENDITURE PER CAPITA
59.3% Tertiary Level
Average Spent per Capita
16.6% Post-secondary Level
50.6% Employed Full-time
22.2% Retired
12.3%
€1,019 Vocational Training
10.3% Self-Employed
DIGITAL MEDIA USAGE
REGULAR
82.4%
TRAVEL PURPOSES
76.2%
67.4% of tourists shared their experience in Malta on social media during stay, mostly via smartphone.
DESTINATION CHOICE INFLUENCERS COMMUNICATION CHANNELS
55.9%
OTHER FACTORS
39.8%
67.6%
RECOMMENDATION BY FRIENDS OR RELATIVES
DIGITAL MEDIA
23.6%
NEW DESTINATION
49.0% GOOD FLIGHT CONNECTIONS
TOUR OPERATOR BROCHURE / WEB
16.0%
34.6% 10.6%
33.9% COST/VALUE FOR MONEY
TRAVEL GUIDE BOOK
ENGLISH SPOKEN WIDELY
NEWSPAPER. MAGAZINE ADVERT/ ARTICLE
23.1% TV
7.6%
5.1%
4.4%
18.6%
PREVIOUS VISIT RECOMMENDATION BY TRAVEL AGENT
TV
BOOKS
MALTESE HOSPITALITY
TYPE OF BOOKING
TRIP BOOKINGS MADE WITH
42.6%
36 %
BOTH 6.7%
31.3 % PACKAGE 45.8%
TOUR OPERATOR/ DIRECTLY WITH EXCLUSIVELY TRAVEL AGENCY INTERNET-BASED SUPPLIERS TRAVEL OPERATOR
PACKAGE BOOKINGS
NONPACKAGE 47.5%
75 %
22.2 % 4.7% TOUR OPERATOR/ TRAVEL AGENCY
DIRECTLY WITH SUPPLIERS
EXCLUSIVELY INTERNET-BASED TRAVEL OPERATOR
NON-PACKAGE BOOKINGS 69 % 40.3 % 8.6 % TOUR OPERATOR/ TRAVEL AGENCY
74.7% COMPLETED TRIP DIRECTLY WITH SUPPLIERS
EXCLUSIVELY INTERNET-BASED TRAVEL OPERATOR
BOOKINGS ONLINE
TYPE OF TRIP
Gozo/ Comino only 3.2%
1st TIME VS REPEAT TOURISTS
Both 6.5%
1ST TIME
REPEAT
Malta only 90.3%
74%
TRAVELLING PARTY
52.6%
Organised group
0-24 years 3.8%
Alone 5.3%
25-44 years 45-64 years 65+ years
11.5%
65+ years
With friends
26.6%
With family
With spouse/ partner
26 %
TOP RANKING TRAVEL OPERATORS
Germany
United Kingdom
Italy
France
Netherlands
Austria
1. Jet2
1. FTI
1. Lastminute
1. Booking.com
1. TUI Sunjets
1. Booking.com
2. Mercury Direct
2. Booking.com
2. Booking.com
2. Airbnb
2. Booking.com
2. FTI
3. Expedia
3. Big Xtra
3. Airbnb
3. Expedia
3. Vakantie Discounter
3. Ruefa Reisen
Switzerland
Belgium
Spain
Poland
Hungary
1. Booking.com
1. Booking.com
1. Booking.com
1. Booking.com
1. Booking.com
2. Hotelplan
2. Neckermann
2. El Corte Ingles
2. Wakacje.pl
2. Airbnb
3. Ebooker
3. TravelBird
3. Politours
3. Exim Tours
3. Wizztours
TYPE OF ACCOMMODATION USED
MEANS OF TRANSPORT USED
THE MALTESE ISLANDS
45.6% of Sun and Culture seeking tourists spending nights in the Maltese Islands stayed in 4* hotels.
75.2% Public Bus
48.6% Gozo Ferry
41.4% Taxi/Shuttle Service
35.2% Excursion boat
25.2% Other Ferry
23.5% Hop on/off Bus
17.7% stayed in 3* hotels. 12.4% stayed in 5* hotels.
18.7% of Sun and Culture seeking tourists spending nights in the Maltese Islands opted for self-catering apartment/farmhouse/villa. 21.0% Excursion Coach
19.5% Rental Vehicle
ACTIVITIES ENGAGED IN CULTURAL
OUTDOOR
RECREATIONAL
88.9% Visit Historical Buildings
63.7% Swimming/ Sunbathing
70.1% Dine at Restaurants
77.1% Visit Churches
50.5%
51.2%
Leisure Boat Trip
Shopping
28.9%
Spa/ Wellness
56.1% Visit Archaeological Sites
52.2%
Hiking
16.1%
Visit Museums
19.7% Visit Arts/ Craft Sites
15.4% Attend Local Festivals/ Events
9.2% Visit Local Produce Sites/ Agro-experiences
7.4% Nightlife/clubbing
TOURISTS' EXPECTATIONS OF MALTA
EXCEEDED
MET
NOT MET
26.3%
67.0%
6.6%
94.5% Would recommend the Maltese Islands to their friends / relatives.
Source: MTA Traveller Survey Compiled by MTA Research Unit