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