UNITED KINGDOM Market Profile 2022
No. 1 Rank 18.7% Market Share
Inbound Tourists • 2010: 415,099 • 2019: 649,624 • 2020: 135,944 • 2021: 214,267 • 2022: 427,005
Seasonality
10.9%
Air Connectivity
Airlines • Ryanair • Air Malta • EasyJet • Jet2.com • British Airways
Airports • London - Gatwick • London - Heathrow • Manchester • London - Stansted • London - Luton • Birmingham • Edinburgh • Bristol • Bournemouth • Nottingham - East Midlands • Newcastle • Glasgow • Liverpool - John Lennon • Leeds Bradford
30.6%
34.8%
23.8%
Bed Nights Total Nights
Average Length of Stay
4,439,274 3,814,894 3,017,469
2010
2019
7.1 Nights
2022
Expenditure Total Expenditure
Expenditure per Capita
€ 514.4
million
€ 417.5
million
€ 307.3
million
2010
€ 978
2019
2022
Socio-Demographic Profile Age Groups Region of Residence 16.1% 14.9%
4.6% Scotland
34.6%
1.1% North-East, England
0.6% Northern Ireland
7.7% Yorkshire & Humber, England
8.0% North-West, England
9.4% South-West, England
24.3% South-East, England
14.2% London, England
17.4% Post-secondary Level 15.0% Secondary Level
Average Age: 57 years
Occupation
Living Arrangements 60.7% With Spouse/Partner 19.6% With Spouse/Partner and Children
12.9% East, England
3.0% Wales
55.3% Tertiary Level
0 - 24 years 25 - 44 years 45 - 64 years 65+ years
34.4%
5.5% East Midlands, England
7.9% West Midlands, England
Level of Education
12.7% On their own 42.0% Employed Full-time
35.0% Retired
2.9% With Children
11.6% Employed Part-time
8.8% Selfemployed
2.0% With Parents
1.9% With Relatives/ Friends/ Room Mates
Digital Media Usage Regular 3.
Travel Purposes 2.
2. 1.
4.
1.
84.5%
5.
73.8%
6.
64.8%
of tourists shared their experience in Malta on social media during stay.
3.
Travel Motivations Sun & Culture
Sun
57.9%
15.1%
Visiting Friends & Relatives
Special Occasion
10.3%
Wellness
Culture
8.5%
6.6%
Business
Scuba Diving
Other Sports
4.8%
3.9%
2.9%
8.8%
Destination Choice Influencers Communication Channels
40.5% Recommendation by Friends/Relatives
Other Factors
38.9% Digital Media
48.3% New Destination
41.3% Previous Visit
Text
23.6% Tour Operator brochure/website
4.1% Newspaper/ Magazine Advert/ Article
8.3% Travel Guide book
4.2% Recommendation by travel agent
37.5% English Spoken Widely
3.5% TV
2.7% Books
31.8% Cost/ Value for Money
35.8% Good flight connections
30.2% Maltese Hospitality
Type of Booking Trip Bookings Made With
Package Bookings
Non-Package Bookings 85.8 %
67 % 52 % 39 %
27.2 %
23.9 %
29.9 %
24.9 % 4.9 %
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Package Non-Package
3.6%
Both 43.8%
52.6%
80.9%
Completed Trip Bookings Online
Type of Trip
1st Time vs Repeat Tourists Malta Only Gozo/ Comino Only Both
5.4% 3.3%
91.3%
58.1% First Time
41.9% Repeat
Travelling Party
7.9% Alone
61.2% Spouse/Partner
21.0% Family
7.0% Friends
2.6% Organised Group
Type of Accommodation Used Malta
22.4% of British tourists spending nights in Malta stayed in 5* hotels.
46.9% stayed in 4* hotels.
8.9% stayed in 3* hotels.
10.5% utilised self-catering apartment/ farmhouse/ villa.
Gozo
12.5% of British tourists spending nights in Gozo utilised Guesthouse/ hostel.
15.6% stayed in 5* hotels.
29.7% utlised self-catering apartment/ farmhouse/ villa.
21.9% stayed in 4* hotels.
Activities Engaged In Cultural
Outdoor
Recreational
80.0% Visit Historical Buildings
61.1% Swimming/ Sunbathing
73.1% Dine at restaurants
65.0% Visit Churches
43.9% Leisure Boat trip/ tour
48.9% Shopping
45.6% Visit Museums
39.1% Visit temples/ archeological sites 15.2% Visit arts/ craft sites 10.7% Attend Local festival/ event 8.9% Visit local produce sites/ agro-experiences
14.1% Trekking/ Hiking
20.7% Spa/ Wellness
4.5% Scuba Diving
4.9% Nightlife/ Clubbing
Tourists' Expectations of Malta Exceeded
Met
Not Met
36.6%
56.7%
6.7%
94.6%
Would recommend the Maltese Islands to their friends/ relatives
Sources: MIA, NSO & MTA Traveller Survey Compiled by MTA Research Unit