TOURISM TO MALTA Market Profile 2020
Inbound Tourists
Seasonality
• 2010: 1,338,841 • 2019: 2,753,239 • 2020: 658,567 56.2%
0.0%
Air Connectivity Top 10 Airlines
(Passenger movements)
Directly connected to airports in 2020.
• Ryanair • Air Malta • Wizzair • Lufthansa • EasyJet • Turkish Airlines • Alitalia • Emirates • British Airways • Vueling Airlines
Top 10 Airports
(Passenger movements)
• Rome - Fiumicino • Frankfurt • Catania - Fontanarossa • London - Gatwick • London - Heathrow • Munich - Franz Josef Strauss • Istanbul • Manchester • Vienna • Brussels - South Charleroi
32.4%
11.4%
Bed Nights Total Nights
Average Length of Stay
19,338,860
7.9 Nights
11,147,898 5,227,229
2010
2019
2020
Expenditure Total Expenditure
Expenditure per Capita
€ 2,220,626,705
€ 1,131,987,000 € 691 € 455,108,296 2010
2019
2020
Socio-Demographic Profile Age Groups
7.5%
22.1%
28.9%
Level of Education 59.2% Tertiary Level
0 - 24 years 25 - 44 years 45 - 64 years 65+ years
14.7% Post-secondary Level 14.1% Vocational Training
41.4% Average Age: 49 years
Occupation
Living Arrangements
51.1% Employed Full-time
11.2% Selfemployed
49.7% With Spouse/Partner
4.6% With Parents
22.8% Retired
7.6% Employed Part-time
19.4% With Spouse/Partner and Children
4.0% With Children
19.1% On their own
3.2% With Relatives/ Friends/ Room Mates
Digital Media Usage Regular
Travel Purposes
75.8%
82.9%
71.5%
of tourists shared their experience in Malta on social media during stay.
Travel Motivations Sun & Culture
48.2%
Sun
Visiting Friends & Relatives
13.7%
10.5%
Culture
Special Occasion
Business
Scuba Diving
9.9%
8.4%
7.6%
5.6%
Wellness
Other Sports
TEFL
Text
5.6%
3.1%
2.5%
Destination Choice Influencers Communication Channels
57.1% Digital Media
35.4% Recommendation by Friends/Relatives
Other Factors
59.9% New Destination
47.8% Good flight connections
Text
17.3% Tour Operator brochure/website
6.3% Recommendation by travel agent
11.2% Travel Guide book
7.5% Newspaper/ Magazine Advert/ Article
5.5% TV
41.1% Cost/ Value for Money
23.4% Previous Visit
31.6% English Spoken Widely
18.5% Maltese Hospitality
Type of Booking Trip Bookings Made With
Package Bookings
Non-Package Bookings 71.6 %
66.8 % 33.6 %
42.1 %
46.4 %
39 %
30 % 5.9 %
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
6% Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Package Non-Package
5.4%
Both 40.6% 54.1%
81.1%
Completed Trip Bookings Online
Type of Trip
1st Time vs Repeat Tourists Malta Only Gozo/ Comino Only Both
2.9% 3.1%
94%
70.7% First Time
29.3% Repeat
Travelling Party
11.9% Alone
53.1% Spouse/Partner
18.9% Family
12.5% Friends
3.2% Organised Group
Inbound Tourists by Type of Accommodation Used
Non-Resident Guests in Collective Accommodation
Rented Accommodation
Maltese Islands
552,738
61.9% Collective 407,938
22.0%
Collective Accommodation 47.0% of inbound tourists spending nights in the Maltese Islands stayed in 4* hotels.
Other Rented 144,800
25.9% stayed in 3* hotels.
Non-Rented Accommodation
15.8% stayed in 5* hotels.
16.1% Non-Rented 105,829
Other Collective Accommodation 8.6% of inbound tourists spending nights in the Maltese Islands opted for guesthouses/ hostels/ tourist villages.
Activities Engaged In Cultural
Outdoor
Recreational 67.1% Dine at restaurants
79.3% Visit Historical Buildings
45.5% Leisure Boat trip/ tour
66.6% Visit Churches
47.6% Swimming/ Sunbathing
48.0% Shopping
46.5% Visit temples/ archeological sites
30.9% Trekking/ Hiking
19.8% Spa/ Wellness
40.2% Visit Museums
14.6% Visit arts/ craft sites
7.0% Scuba Diving
6.9% Sport Event
6.8% Nightlife/ Clubbing
Tourists' Expectations of Malta Exceeded
Met
Not Met
30.0%
63.9%
6.1%
95.0%
Would recommend the Maltese Islands to their friends/ relatives
Sources: NSO & MTA Traveller Survey Compiled by MTA Research Unit