HUNGARY Market Profile 2022
No. 15 Rank 1.6% Market Share
Inbound Tourists • 2010: 7,747 • 2019: 37,976 • 2020: 9,683 • 2021: 11,016 • 2022: 36,110
Seasonality
12.8%
Air Connectivity Airlines
• Ryanair • Wizzair
Airports
• Budapest - Ferenc Liszt
30.0%
34.6%
22.6%
Bed Nights Total Nights
226,736
Average Length of Stay
202,002
5.6 Nights
69,922
2010
2019
2022
Expenditure Total Expenditure
€ 21.6
million
Expenditure per Capita
€ 20.7
million
€ 574
€ 7.5
million
2010
2019
2022
Socio-Demographic Profile Age Groups Region of Residence 4.5% 27.1%
6.1% KözépDunántúl
16.7% Secondary Level
Living Arrangements 34.6% With Spouse/Partner
6.1% ÉszakAlföld
68.4% KözépMagyarország
77.0% Tertiary Level
Average Age: 44 years
Occupation
5.1% Dél-Dunántúl
0 - 24 years 25 - 44 years 45 - 64 years 65+ years
41.8%
4.1% ÉszakMagyarország 5.1% NyugatDunántúl
26.6%
Level of Education
30.7% With Spouse/Partner and Children
5.1% Dél-Alföld
14.2% On their own 70.1% Employed Full-time
8.7% Selfemployed
11.0% With Children
5.5% Employed Part-time
4.7% Retired
5.5% With Parents
3.9% With Relatives/ Friends/ Room Mates
Digital Media Usage Regular
Travel Purposes 2.
2.
4.
1.
1.
95.1%
74.6%
3.
87.7%
of tourists shared their experience in Malta on social media during stay.
Travel Motivations
Sun & Culture
Sun
Special Occasion
53.0%
13.7%
11.6%
Culture
Visiting Friends & Relatives
Scuba Diving
Wellness
6.9%
5.7%
5.4%
3.7%
Business
TEFL
Other Sports
Text
2.3%
2.3%
0.5%
Destination Choice Influencers Communication Channels
83.7% Digital Media
45.3% Recommendation by Friends/Relatives
Other Factors
65.6% New Destination
62.5% Good flight connections
Text
12.5% Tour Operator brochure/website
6.3% Books
10.9% Travel Guide book
7.0% Recommendation by travel agent
3.9% Newspaper/ Magazine Advert/ Article
39.1% Cost/ Value for Money
14.8% Maltese Hospitality
36.7% English Spoken Widely
14.8% Previous Visit
6.3% Film Shot Locally
Type of Booking Trip Bookings Made With
Package Bookings
Non-Package Bookings 82.1 %
72 %
64.3 %
37.9 %
34.9 %
24 %
19 %
8%
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
3.2 % Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Package 4.7%
75.8%
19.5%
Non-Package Both
89.8%
Completed Trip Bookings Online
Type of Trip
1st Time vs Repeat Tourists Malta Only Malta & Gozo
3.1%
78.3% First Time
96.9%
21.7% Repeat
Travelling Party
3.1% Alone
42.2% Spouse/Partner
28.1% Family
18.8% Friends
3.1% Organised Group
4.7% Business Associates
Type of Accommodation Used Malta & Gozo
1.6% of Hungarian tourists spending nights in Malta & Gozo stayed in 5* hotels.
41.3% stayed in 4* hotels.
19.0% stayed in 3* hotels.
7.9% utilised guesthouse/ hostel.
21.4% utilised self-catering apartment/ farmhouse/ villa.
Activities Engaged In Cultural 88.3% Visit Historical Buildings 79.7% Visit Churches 55.5% Visit temples/ archeological sites 35.9% Visit Museums
9.4% Attend Local festival/ event 9.4% Visit local produce sites/ agro-experiences 8.6% Visit arts/ craft sites
Outdoor
65.6% Swimming/ Sunbathing
56.3% Leisure Boat trip/ tour
20.0% Trekking/ Hiking
9.2% Scuba Diving
Recreational 81.3% Dine at restaurants
53.1% Shopping
34.4% Spa/ Wellness
10.2% Nightlife/ Clubbing
Tourists' Expectations of Malta Exceeded
Met
Not Met
33.1%
59.1%
7.9%
93.7%
Would recommend the Maltese Islands to their friends/ relatives
Sources: MIA, NSO & MTA Traveller Survey Compiled by MTA Research Unit