Infographics | United Kingdom 2022

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