Infographics | Tourism to Malta 2020

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