IRELAND Market Profile 2022
No. 13 Rank 1.7% Market Share
Inbound Tourists
Seasonality
• 2010: 25,185 • 2019: 53,089 • 2020: 13,164 • 2021: 13,787 • 2022: 37,886
12.8%
Air Connectivity
Airlines
• Ryanair
Airports
• Dublin • Shannon
27.0%
33.8%
26.4%
Bed Nights Total Nights
Average Length of Stay
347,940 258,315
6.8 Nights
197,767
2010
2019
2022
Expenditure Total Expenditure
€ 46.1
million
Expenditure per Capita
€ 38.8
million
€ 1,025
€ 21.6
million
2010
2019
2022
Socio-Demographic Profile Age Groups Region of Residence 11.7%18.1% 3.7% Ulster
36.3%
7.4% Connacht
Level of Education 61.4% Tertiary Level
0 - 24 years 25 - 44 years 45 - 64 years 65+ years
18.2% Post-secondary Level 17.0% Secondary Level
34%
Average Age: 56 years
Occupation
Living Arrangements 52.2% With Spouse/Partner 20.0% With Spouse/Partner and Children 17.8% On their own
66.7% Leinster 22.2% Munster
44.4% Employed Full-time
31.1% Retired
4.4% With Parents
7.8% Employed Part-time
7.8% Selfemployed
3.3% With Children
2.2% With Relatives/ Friends/ Room Mates
Digital Media Usage Regular 3.
Travel Purposes 2. 1.
4.
5.
3.
2. 1.
83.7%
4.
79.3%
5. 6.
67.8%
of tourists shared their experience in Malta on social media during stay.
Travel Motivations Sun & Culture
Sun
Wellness
48.2%
17.9%
13.9%
Special Occasion
Culture
Visiting Friends & Relatives
13.2%
8.0%
Business
Scuba Diving
Other Sports
5.6%
4.1%
0.8%
7.4%
Destination Choice Influencers Communication Channels
49.9% Digital Media
Other Factors
40.0% Recommendation by Friends/Relatives
62.2% New Destination
52.2% Good flight connections
Text
27.8% Tour Operator brochure/website
5.6% Newspaper/ Magazine Advert/ Article
13.3% Recommendation by travel agent
4.4% TV
10.0% Travel Guide book
36.7% English Spoken Widely
34.4% Cost/ Value for Money
3.3% Books
25.6% Previous Visit
23.3% Maltese Hospitality
Trip Booking
83.3%
Type of Trip
Completed Trip Bookings Online
1st Time vs Repeat Tourists Malta Only Malta & Gozo
6.9%
70.5% First Time
93.1%
29.5% Repeat
Travelling Party
5.6% Alone
52.2% Spouse/ Partner
16.7% Family
20.0% Friends
4.4% Organised Group
1.1% Business Associates
Type of Accommodation Used Malta & Gozo
13.5% of Irish tourists spending nights in Malta stayed in 5* hotels.
47.2% stayed in 4* hotels.
19.1% stayed in 3* hotels.
14.6% utlised self-catering apartment/ farmhouse/ villa.
Activities Engaged In Cultural
Outdoor
Recreational
86.7% Visit Historical Buildings
60.0% Swimming/ Sunbathing
81.1% Dine at restaurants
83.3% Visit Churches
42.2% Leisure Boat trip/ tour
58.9% Shopping
52.2% Visit Museums
42.2% Visit temples/ archeological sites 14.4% Visit arts/ craft sites 12.2% Attend Local festival/ event 12.2% Visit local produce sites/ agro-experiences
17.8% Trekking/ Hiking
27.8% Spa/ Wellness
4.7% Scuba Diving
7.8% Nightlife/ Clubbing
Tourists' Expectations of Malta Exceeded
Met
Not Met
33.0%
59.1%
8.0%
92.1%
Would recommend the Maltese Islands to their friends/ relatives
Sources: MIA, NSO & MTA Traveller Survey Compiled by MTA Research Unit