Infographics | Switzerland 2022

SWITZERLAND Market Profile 2022

No. 9 Rank 1.8% Market Share

Inbound Tourists • 2010: 21,522 • 2019: 48,954 • 2020: 9,794 • 2021: 20,538 • 2022: 41,239

Air Connectivity Airlines

Airports

• Air Malta • Swiss • EasyJet

• Zurich • Genève

Seasonality

3.5%

27.4%

40.2%

28.9%

Bed Nights Total Nights

Average Length of Stay

352,216 293,223 7.1 Nights

187,125

2010

2019

2022

Expenditure Total Expenditure

€ 50.6 million

Expenditure per Capita

€ 49.9 million

€ 24.3

€ 1,210

million

2010

2019

2022

Socio-Demographic Profile Age Groups Region of Residence 5.2% 27.5%

24.4% Espace Mittelland

14.0% North-Western Switzerland

22.1% Zurich

27.5%

Level of Education 56.0% Tertiary Level

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

28.5% Vocational Training 9.8% Post-secondary Level

39.7% 11.0% Central Switzerland

Average Age: 48 years

Occupation

Living Arrangements 44.7% With Spouse/Partner

14.5% Lake Geneva Region

4.1% Ticino

25.3% With Spouse/Partner and Children

9.9% Eastern Switzerland

16.3% On their own 50.8% Employed Full-time

21.0% Employed Part-time

7.4% With Children

12.3% Retired

10.3% Self-Employed

3.7% With Relatives/ Friends/ Room Mates

2.6% With Parents

Digital Media Usage Regular 3.

Travel Purposes 2.

4.

2.

1.

5.

1.

84.9%

75.7%

6.

67.7%

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

3.

4.

Travel Motivations

Sun & Culture

Sun

Scuba Diving

51.6%

16.5%

9.0%

Wellness

Special Occasion

Other Sports

Visiting Friends & Relatives

7.0%

4.9%

4.2%

4.0%

Business

TEFL

Culture

Text

3.6%

3.4%

1.5%

Destination Choice Influencers Communication Channels

54.3% Digital Media

Other Factors

38.6% Recommendation by Friends/Relatives

60.9% New Destination

49.2% Good flight connections

Text

11.7% Travel Guide book

11.7% Tour Operator brochure/website

5.1% TV

4.0% Newspaper/ Magazine Advert/ Article

8.1% Recommendation by travel agent

3.0% Books

26.9% English Spoken Widely

32.5% Cost/ Value for Money

12.2% Maltese Hospitality

23.4% Previous Visit

2.5% Film Shot Locally

Type of Booking Trip Bookings Made With

Package Bookings

Non-Package Bookings 74.8 %

67.9 % 49 %

40.1 %

30.2 %

44.5 %

33.9 % 8.4 %

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

Tour Operator/ Travel Agency

Exclusively Internet-Based Travel Operator

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

Package Non-Package

7.3% 29.3%

63.4%

Both

85.2%

Completed Trip Bookings Online

Type of Trip

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

10.7%

7.1%

82.1% 77.6% First Time

22.4% Repeat

Travelling Party

11.7% Alone

49.7% Spouse/Partner

26.4% Family

11.7% Friends

0.5% Organised Group

Type of Accommodation Used Malta & Gozo

22.6% of Swiss tourists spending nights in Malta & Gozo stayed in 5* hotels.

34.7% stayed in 4* hotels.

7.9% stayed in 3* hotels.

7.4% utilised guesthouse/ hostel.

22.6% utilised self-catering apartment/ farmhouse/ villa.

3.7% utilised friends'/ relatives house/ own private residence.

Activities Engaged In Cultural 68.5% Visit Historical Buildings

Outdoor 71.1% Swimming/ Sunbathing

56.3% Visit Churches 35.5% Visit temples/ archeological sites

29.9% Visit Museums

11.7% Visit arts/ craft sites 9.1% Visit local produce sites/ agro-experiences 8.1% Attend Local festival/ event

42.6% Leisure Boat trip/ tour

31.3% Trekking/ Hiking

9.8% Scuba Diving

Recreational 83.2% Dine at restaurants

51.3% Shopping

25.4% Spa/ Wellness

8.6% Nightlife/ Clubbing

Tourists' Expectations of Malta Exceeded

Met

Not Met

17.9%

76.8%

5.3%

91.9%

Would recommend the Maltese Islands to their friends/ relatives

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