Infographics | UK Market Profile 2020

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