AUSTRIA Market Profile 2022
No. 14 Rank 1.6% Market Share
Inbound Tourists • 2010: 19,908 • 2019: 33,251 • 2020: 11,667 • 2021: 16,445 • 2022: 36,497
Air Connectivity Airlines
Airports
• Air Malta • Ryanair
• Vienna
Seasonality
10.8%
31.0%
36.9%
21.4%
Bed Nights Total Nights
Average Length of Stay
249,552 199,710
6.8 Nights
150,028
2010
2019
2022
Expenditure Total Expenditure
€ 27.6 € 17.5
million
Expenditure per Capita
€ 31.8
million
€ 871
million
2010
2019
2022
Socio-Demographic Profile Age Groups Region of Residence 5.7%
24.8%
29.1% 21.8%
Niederösterreich (Lower Austria) 39.5% 4.1%
Salzburg Land
Wien (Vienna)
8.8%
Oberösterreich (Upper Austria)
52.5% Tertiary Level
0 - 24 years 25 - 44 years 45 - 64 years 65+ years
22.8% Post-secondary Level 21.6% Vocational Training
40.3% Average Age: 46 years
Occupation
2.7% Vorarlberg
Level of Education
Living Arrangements 48.4% With Spouse/Partner
4.8%
Tirol
(Tyrol)
4.8% Kärnten (Carinthia)
20.5% On their own
1.4%
Burgenland 12.2%
Steiermark (Styria)
56.8% Employed Full-time 13.0% Retired 11.1% Employed Part-time
15.5% With Spouse/Partner and Children 5.6% With Parents 5.0% With Children
5.0% With Relatives/ Friends/ Room Mates
Digital Media Usage Regular 3.
Travel Purposes 2.
2. 1.
1.
80.3%
79.5%
66.7%
of tourists shared their experience in Malta on social media during stay.
3.
4.
Travel Motivations
Sun & Culture
Sun
Culture
55.4%
19.5%
9.7%
TEFL
Special Occasion
Business
Scuba Diving
5.7%
5.5%
5.5%
Text
6.4%
Other Sports
Visiting Friends & Relatives
Wellness
5.2%
3.7%
1.9%
Destination Choice Influencers Communication Channels
64.6% Digital Media
Other Factors
45.1% Recommendation by Friends/Relatives
69.5% New Destination
51.2% Good flight connections
Text
20.7% Travel Guide book
12.2% Tour Operator brochure/website
7.9% TV
7.3% Recommendation by travel agent
6.7% Newspaper/ Magazine Advert/ Article
4.3% Books
29.3% English Spoken Widely
25.0% Cost/ Value for Money
14.6% Maltese Hospitality
15.2% Previous Visit
4.3% Film Shot Locally
Type of Booking Trip Bookings Made With
Package Bookings
Non-Package Bookings
86.1%
44.7 %
39.8 %
77.5 %
41.3 % 28.6 % 15.3 % 1.4 %
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
5% Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Package Non-Package
4.3%
Both 44.4% 51.2%
74.2%
Completed Trip Bookings Online
Type of Trip
1st Time vs Repeat Tourists Malta Only Gozo/ Comino Only Both
11% 2.4% 86.6%
79.9% First Time
20.1% Repeat
Travelling Party
7.9% Alone
48.8% Spouse/Partner
22.0% Family
15.9% Friends
4.9% Organised Group
0.6% Business Associates
Type of Accommodation Used Malta & Gozo
13.3% of Austrian tourists spending nights in Malta & Gozo stayed in 5* hotels.
49.4% stayed in 4* hotels.
8.2% stayed in 3* hotels.
4.4% utilised guesthouse/ hostel.
20.9% utilised self-catering apartment/ farmhouse/ villa.
4.4% utilised friends'/ relatives house/ own private residence.
Activities Engaged In Cultural 76.2% Visit Historical Buildings 69.5% Visit Churches 48.8% Visit temples/ archeological sites 39.6% Visit Museums
Outdoor 73.8% Swimming/ Sunbathing
53.7% Leisure Boat trip/ tour
20.8% Trekking/ Hiking
17.1% Attend Local festival/ event 14.6% Visit arts/ craft sites 11.6% Attend traditional religious feast 11.0% Visit local produce sites/ agro-experiences
7.2% Scuba Diving
Recreational 79.9% Dine at restaurants
44.5% Shopping
19.5% Spa/ Wellness
12.8% Nightlife/ Clubbing
Tourists' Expectations of Malta Exceeded
Met
Not Met
25.3%
68.5%
6.2%
91.9%
Would recommend the Maltese Islands to their friends/ relatives
Sources: MIA, NSO & MTA Traveller Survey Compiled by MTA Research Unit