Tourism to Malta Market Profile 2018 INBOUND TOURISTS
2018
2,598,690
2017
2,273,837
2010
1,338,841
AIR CONNECTIVITY Top 10 AIRLINES
Top 10 AIRPORTS
(passenger movements)
(passenger movements)
• Ryanair • Air Malta • EasyJet • Wizz Air • Lufthansa • Turkish Airlines • Alitalia • Jet2.com • Emirates • British Airways
SEASONALITY
• London - Gatwick • Rome - Fiumicino • Frankfurt • Catania - Fontanarossa, Sicily • Manchester • Munich - Franz Josef Strauss • London - Heathrow • Istanbul - Ataturk • Brussels - National • Vienna Schwechat
33.7% 28.8%
Directly connected to 112 airports in 2018
15.9%
21.6%
BED NIGHTS
EXPENDITURE
TOTAL NIGHTS
TOTAL EXPENDITURE 18,569,716
€ 2,101,765,000
16,509,141
€ 1,946,894,000
11,147,898 € 1,131,987,000
2010
2017
2018
AVERAGE LENGTH OF STAY
7.1 Nights
2010
2017
2018
EXPENDITURE PER CAPITA
Average Spent per Capita €809
SOCIO-DEMOGRAPHIC PROFILE
LEVEL OF EDUCATION 58.6% Tertiary Level
AGE GROUPS 11.6%
18.2%
17.2%
Post-secondary Level
12.4%
Vocational Training
OCCUPATION
0-24 years
48.1% Employed full-time
25-44 years 45-64 years 31.7%
24.4% Retired
65+ years
LIVING ARRANGEMENTS
10.5% Self-employed
38.5%
Average age: 50 years
3.0% with relatives/ friends/ room mates
50.7% with spouse/ partner 0-24 years 25-44 years
4.1% with children 4.8% with parents
15.8% on their own
45-64 years 65+ years 65+ years 65+ years
21.6% with spouse/ partner and children
DIGITAL MEDIA USAGE REGULAR
64.8% of tourists shared their experience in Malta on social media during stay; mostly via smartphone.
81.2%
TRAVEL PURPOSES
73.3%
TRAVEL MOTIVATIONS
SUN AND CULTURE
SUN
50.2%
10.1%
15.4%
VISITING FRIENDS AND RELATIVES 8.1%
SPECIAL OCCASION 6.9%
SCUBA DIVING 4.9%
CULTURE
6.9%
WELLNESS 4.5%
BUSINESS
LEARNING ENGLISH 3.4%
OTHER SPORTS 2.8%
DESTINATION CHOICE INFLUENCERS COMMUNICATION CHANNELS
36.4%
47.9% DIGITAL MEDIA
OTHER FACTORS
60.9% RECOMMENDATION BY FRIENDS OR RELATIVES
20.8%
NEW DESTINATION
12.5%
GOOD FLIGHT CONNECTIONS
30.8%
28.9%
COST/VALUE FOR MONEY TOUR OPERATOR BROCHURE / WEB
8.8%
41.9%
TRAVEL GUIDE BOOK
ENGLISH SPOKEN WIDELY
4.1%
6.9%
22.5% PREVIOUS VISIT
15.0% NEWSPAPER. MAGAZINE ADVERT/ ARTICLE
RECOMMENDATION BY TRAVEL AGENT
TV
MALTESE HOSPITALITY
TYPE OF BOOKING TRIP BOOKINGS MADE WITH
41.6 %
37.6 %
BOTH 6.5%
PACKAGE 44.1%
29.8 %
EXCLUSIVELY TOUR OPERATOR/ DIRECTLY WITH INTERNET-BASED TRAVEL AGENCY SUPPLIERS TRAVEL OPERATOR
PACKAGE BOOKINGS
NONPACKAGE 49.4%
74.3 %
22.1% 5.5 % TOUR OPERATOR/ TRAVEL AGENCY
DIRECTLY WITH SUPPLIERS
EXCLUSIVELY INTERNET-BASED TRAVEL OPERATOR
NON-PACKAGE BOOKINGS 69.3% 37.4 %
74.5% COMPLETED TRIP
9% TOUR OPERATOR/ TRAVEL AGENCY
DIRECTLY WITH SUPPLIERS
EXCLUSIVELY INTERNET-BASED TRAVEL OPERATOR
BOOKINGS ONLINE
TYPE OF TRIP
1st TIME VS REPEAT TOURISTS
Both 4.3% Gozo/Comino only 3.6%
1ST TIME
REPEAT
Malta only 92.1%
73.6% 26.4%
TRAVELLING PARTY Organised group Alone
6.1% 6.8%
With friends 12.5%
0-24 years 25-44 years 45-64 years 65+ years 65+ years
With family
23.8%
With 49.7% spouse/
partner
TYPE OF ACCOMMODATION USED RENTED ACCOMMODATION
MALTA
2,265,877
44.0% of inbound tourists spending nights in Malta stayed in 4* hotels. 63.5%
• Collective - 1,651,398
17.6% stayed in 3* hotels.
14.9% of inbound tourists spending nights in Malta opted for self-catering apartment/ farmhouse/villa.
12.2% stayed in 5* hotels. 23.6%
• Other rented - 614,480
12.8%
• Non-rented - 332,812
Source : NSO, Inbound Tourists
GOZO
41.8% of inbound tourists spending nights in Gozo opted for self-catering apartment/ farmhouse/villa. 12.2% stayed at guesthouse/hostels.
16.5% stayed in 4* hotels. 7.7% stayed in 3* hotels. Source : MTA, Traveller Survey
ACTIVITIES ENGAGED IN CULTURAL 79.2% Visit Historical Buildings
69.7% Visit Churches
OUTDOOR 55.9% Swimming/ Sunbathing
44.3% Leisure Boat Trip
RECREATIONAL 66.4% Dine at Restaurants
47.6% Shopping
48.4% Visit Archaeological Sites
22.7% Hiking
15.4% Spa/ Wellness
45.0% Visit Museums
17.2% Visit Arts/ Craft Sites
14.3% Attend Local Festivals/ Events
6.5%
7.4%
Scuba Diving
Nightlife/clubbing
TOURISTS' EXPECTATIONS OF MALTA
EXCEEDED
MET
NOT MET
24.3%
66.8%
8.9%
92.1% Would recommend the Maltese Islands to their friends / relatives.