UNITED KINGDOM Market Profile 2020
No. 1 Rank 20.6% Market Share
Inbound Tourists • 2010: 415,099 • 2019: 649,624 • 2020: 135,944
Seasonality
64.8%
Air Connectivity
Top Airlines • Ryanair • Air Malta • EasyJet • British Airways
Top Airports • London - Gatwick • London - Heathrow • Manchester • London - Luton • London - Stansted • Birmingham • Bristol • Edinburgh • Nottingham - East Midlands • Leeds - Bradford • Liverpool - John Lennon • Bournemouth
0.0%
28.2%
7.0%
Bed Nights Total Nights
Average Length of Stay
4,439,274 3,814,894 7.6 Nights 1,036,765
2010
2019
2020
Expenditure Total Expenditure
Expenditure per Capita
514,388,000
307,345,000
€ 679 92,239,000 2010
2019
2020
Socio-Demographic Profile Age Groups Region of Residence 14.7% 16.3%
4.3% Scotland
35.7%
4.1% North-East, England
0.5% Northern Ireland
9.2% Yorkshire & Humber, England
7.9% North-West, England
12.2% South-West, England
17.6% South-East, England
13.6% London, England
21.5% Post-secondary Level 20.2% Secondary Level
Average Age: 58years
Occupation
Living Arrangements 57.8% With Spouse/Partner 20.0% On their own
10.6% East, England
6.2% Wales
46.7% Tertiary Level
0 - 24 years 25 - 44 years 45 - 64 years 65+ years
33.3%
5.7% East Midlands, England
7.3% West Midlands, England
Level of Education
12.7% With Spouse/Partner and Children 45.3% Retired
29.4% Employed Full-time
4.1% With Parents
11.2% Selfemployed
10.7% Employed Part-time
2.9% With Relatives/ Friends/ Room Mates
2.4% With Children
Digital Media Usage Regular 3.
Travel Purposes 2.
2. 1.
4.
3.
1. 4.
76.4%
5.
73.5%
6.
56.4%
of tourists shared their experience in Malta on social media during stay.
Travel Motivations Sun & Culture
54.3%
Visiting Friends & Relatives
Sun
12.2%
9.9%
Special Occasion
Wellness
Culture
9.6%
9.4%
8.7%
Scuba Diving
Business
Other Sports
5.3%
5.1%
4.3%
Destination Choice Influencers Communication Channels
37.6% Digital Media
Other Factors
34.6% Recommendation by Friends/Relatives
45.9% Good flight connections
43.8% Cost/ Value for Money
Text
22.8% Tour Operator brochure/website
6.7% Newspaper/ Magazine Advert/ Article
4.1% Recommendation by travel agent
2.4% TV
6.3% Travel Guide book
2.4% Books
43.3% English Spoken Widely
42.3% Previous Visit
42.3% New Destination
29.3% Maltese Hospitality
Type of Booking Trip Bookings Made With
Package Bookings
Non-Package Bookings 81.5 %
66.8 % 36 %
45.1 % 32.4 %
38.5 %
26.1 % 10.1%
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
4.1% Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Package Non-Package
2.9%
Both 47.8%
49.3%
81.4%
Completed Trip Bookings Online
Type of Trip
1st Time vs Repeat Tourists Malta Only Gozo/ Comino Only Both
2.2% 3.4%
94.4%
55.5% First Time
44.5% Repeat
Travelling Party
13.5% Alone
59.9% Spouse/Partner
12.5% Family
10.6% Friends
3.1% Organised Group
Type of Accommodation Used Malta & Gozo
49.8% of British tourists spending nights in Malta & Gozo stayed in 4* hotels.
13.5% of British tourists spending nights in Malta & Gozo stayed in 3* hotels.
13.0% of British tourists spending nights in Malta & Gozo stayed in 5* hotels.
11.4% of British tourists spending nights in Malta & Gozo opted for self-catering apartment/ farmhouse/ villa. 4.5% of British tourists spending nights in Malta & Gozo opted for friends'/ relatives' house/ own private residence.
Activities Engaged In Cultural 79.3% Visit Historical Buildings
62.0% Visit Churches
45.9% Visit Museums
40.1% Visit temples/ archeological sites 16.3% Visit arts/ craft sites 10.1% Attend Local festival/ event 9.9% Visit local produce sites/ agro-experiences
Outdoor 36.8% Leisure Boat trip/ tour
Recreational 65.1% Dine at restaurants
33.2% Swimming/ Sunbathing
49.8% Shopping
18.3% Trekking/ Hiking
15.1% Spa/ Wellness
2.9% Scuba Diving
4.1% Nightlife/ Clubbing
Tourists' Expectations of Malta Exceeded
Met
Not Met
37.7%
56.7%
5.6%
94.8%
Would recommend the Maltese Islands to their friends/ relatives
Sources: NSO & MTA Traveller Survey Compiled by MTA Research Unit