FRANCE Market Profile 2022
No. 3 Rank 11.3% Market Share
Inbound Tourists • 2010: 86,516 • 2019: 239,140 • 2020: 70,875 • 2021: 133,912 • 2022: 258,372
Seasonality
10.5%
Air Connectivity
Airlines • Air Malta • Ryanair • Vueling • Air France • Transavia
Airports • Paris - Orly • Paris - Charles De Gaulle • Lyon Saint-Exupery • Toulouse - Blagnac • Marseille Provence • Bordeaux - Merignac • Nantes Atlantique • Paris Beauvais - Tille • Tarbes Ossun Lourdes
30.8%
37.6%
21.2%
Bed Nights Total Nights
1,768,292
Average Length of Stay 1,936,117
7.5 Nights 669,289
2010
2019
2022
Expenditure Total Expenditure
€ 192.3
million
Expenditure per Capita
€ 223.7
million
€ 866
€ 74.9
million
2010
2019
2022
Socio-Demographic Profile Age Groups Region of Residence 6.2% 33%
24.4%
13.1% Bassin Parisienne
6.1% Nord
65.2% Tertiary Level
0 - 24 years 25 - 44 years 45 - 64 years 65+ years
13.5% Vocational Training 13.4% Post-secondary Level
36.3% 26.6% Region Parisienne 4.4% Est
11.0% Ouest
Average Age: 49 years
Occupation
11.8% Mediterranee
Living Arrangements 48.4% With Spouse/Partner
15.0% Centre-Est
12.0% Sud-Ouest
Level of Education
25.3% With Spouse/Partner and Children 15.6% On their own 63.0% Employed Full-time
7.3% With Children
20.5% Retired
2.4% With Parents
9.0% Self-employed
0.9% With Relatives/ Friends/ Room Mates
Digital Media Usage Regular
Travel Purposes
2.
3.
1.
4.
5.
3.
2. 1.
91.1%
4.
84.5%
6.
5.
6.
75.3%
of tourists shared their experience in Malta on social media during stay.
Travel Motivations Sun & Culture
Sun
Culture
47.5%
18.9%
10.7%
Scuba Diving
Business
Wellness
Special Occasion
7.3%
4.8%
4.4%
4.2%
TEFL
Visiting Friends & Relatives
Marriage/Honeymoon
Other Sports
2.8%
2.3%
1.5%
Text
2.9%
Destination Choice Influencers Communication Channels
53.2% Digital Media
Other Factors
35.8% Recommendation by Friends/Relatives
71.4% New Destination
45.9% Cost/ Value for Money
Text
19.1% Tour Operator brochure/website
5.2% TV
14.7% Travel Guide book
4.2% Newspaper/ Magazine Advert/ Article
9.6% Recommendation by travel agent
2.4% Books
34.8% Good flight connections
22.0% English Spoken Widely
10.0% Previous Visit
9.0% Maltese Hospitality
Type of Booking Trip Bookings Made With
Package Bookings
Non-Package Bookings 69.5 %
56.5 %
56.4 %
55.1 % 42 %
32.7 %
27.4 %
4.8 % Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
2.6 % Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Package Non-Package
7.8% 37.6%
54.6%
Both
81.2%
Completed Trip Bookings Online
Type of Trip
1st Time vs Repeat Tourists Malta Only Gozo/ Comino Only Both
14.2% 1.4%
89.6% First Time
84.4%
10.4% Repeat
Travelling Party
4.9% Alone
48.3% Spouse/Partner
28.2% Family
12.4% Friends
4.1% Organised Group
2.0% Business Associates
Type of Accommodation Used Malta & Gozo
6.1% of French tourists spending nights in Malta & Gozo stayed in 5* hotels.
45.0% stayed in 4* hotels.
15.4% stayed in 3* hotels.
6.5% utilised guesthouse/ hostel.
28.3% utilised self-catering apartment/ farmhouse/ villa.
2.0% utilised friends'/ relatives house/ own private residence.
Activities Engaged In Cultural
Outdoor
Recreational
82.5% Visit Historical Buildings
63.5% Leisure Boat trip/ tour
77.0% Dine at restaurants
77.3% Visit Churches
60.2% Swimming/ Sunbathing
47.3% Shopping
46.6% Visit temples/ archeological sites
37.2% Trekking/ Hiking
19.6% Spa/ Wellness
45.5% Visit Museums
9.2% Scuba Diving
13.0% Attend Local festival/ event 10.4% Visit arts/ craft sites
4.7% Nightlife/ Clubbing
Tourists' Expectations of Malta Exceeded
Met
Not Met
23.1%
68.3%
8.7%
93.5%
Would recommend the Maltese Islands to their friends/ relatives
Sources: MIA, NSO & MTA Traveller Survey Compiled by MTA Research Unit