GERMANY Market Profile 2022
No. 4 Rank 7.4% Market Share
Inbound Tourists • 2010: 126,193 • 2019: 211,546 • 2020: 72,470 • 2021: 96,514 • 2022: 169,445
Seasonality
10.0%
Air Connectivity
Airlines • Lufthansa • Air Malta • Ryanair
Airports
• Frankfurt • Munich - Franz Josef Strauss • Cologne Bonn • Berlin - Brandenburg • Dusseldorf
31.0%
32.9%
26.1%
Bed Nights Total Nights
Average Length of Stay
1,519,440 1,276,351
1,093,633
2010
2019
7.5 Nights
2022
Expenditure Total Expenditure
€ 175.6 million
Expenditure per Capita
€ 167.6
million
€ 112.9
€ 989
million
2010
2019
2022
Socio-Demographic Profile Age Groups Region of Residence 6.7%
2.8% Hamburg
3.1% SchleswigHolstein
0.5% Bremen
0.9% 0.1% MecklenburgMecklenburg- Vorpommern Western Pomerania 1.7% Brandenburg
6.7% Lower Saxony, Niedersachsen
8.2% Berlin 1.0% Saxony Anhalt
15.3% North RhineWestphalia (NRW)
27.9%
12.3% BadenWürttemberg
27.0% Bavaria, Bayern
20.9% Vocational Training 13.3% Post-secondary Level
Average Age: 43 years
Occupation
Living Arrangements 45.8% With Spouse/Partner 24.0% On their own
1.0% Thuringia
8.6% Hesse
59.9% Tertiary Level
0 - 24 years 25 - 44 years 45 - 64 years 65+ years
41.3%
6.3% Saxony Sachsen
4.0% RhinelandPalatinate 0.5% Saarland
24.2%
Level of Education
18.6% With Spouse/Partner and Children 62.3% Employed Full-time
13.3% Employed Part-time
4.4% With Parents
8.1% Retired
8.0% Student
3.6% With Children
3.6% With Relatives/ Friends/ Room Mates
Digital Media Usage Regular 3.
Travel Purposes
2.
2.
3.
1. 4.
1.
5.
84.0%
4.
70.6% 5.
6.
78.3%
of tourists shared their experience in Malta on social media during stay.
Travel Motivations Sun & Culture
Sun
Scuba Diving
56.6%
16.9%
9.1%
Other Sports
Business
Wellness
6.6%
5.5%
5.2%
Visiting Friends & Relatives
TEFL
Culture
Special Occasion
3.9%
3.6%
Text
4.8%
4.2%
Destination Choice Influencers Communication Channels
64.1% Digital Media
Other Factors
40.2% Recommendation by Friends/Relatives
66.3% New Destination
44.1% Good flight connections
Text
14.9% Travel Guide book
7.6% Recommendation by travel agent
11.9% Tour Operator brochure/website
7.8% TV
5.9% Newspaper/ Magazine Advert/ Article
3.8% Books
36.8% English Spoken Widely
24.7% Cost/ Value for Money
11.9% Maltese Hospitality
21.4% Previous Visit
5.4% Film Shot Locally
Type of Booking Trip Bookings Made With
Package Bookings
Non-Package Bookings 74 %
69.3 % 38.5 %
36.4 %
37.6 %
42.7 %
32 % 1.5 %
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
6.1 % Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Package Non-Package
5.3%
Both 46.8% 47.9%
78.5%
Completed Trip Bookings Online
Type of Trip
1st Time vs Repeat Tourists
6.5%
Malta Only Gozo/ Comino Only Both
5.1%
78.0% First Time
88.4%
22.0% Repeat
Travelling Party
9.7% Alone
46.9% Spouse/Partner
23.8% Family
16.3% Friends
2.7% Organised Group
Type of Accommodation Used Malta
9.3% of German tourists spending nights in Malta stayed in 5* hotels.
51.0% stayed in 4* hotels.
12.6% stayed in 3* hotels.
15.4% utilised self-catering apartment/ farmhouse/ villa.
Gozo
60.3% of German tourists spending nights in Gozo utlised self-catering apartment/ farmhouse/ villa.
1.4% stayed in 5* hotels.
19.2% stayed in 4* hotels.
4.1% stayed in 3* hotels.
Activities Engaged In Cultural
Outdoor
77.9% Visit Historical Buildings
66.8% Visit Churches 47.3% Visit temples/ archeological sites
72.3% Swimming/ Sunbathing
48.8% Leisure Boat trip/ tour
Recreational 75.1% Dine at restaurants
48.2% Shopping
33.6% Trekking/ Hiking
21.2% Spa/ Wellness
10.9% Scuba Diving
10.4% Nightlife/ Clubbing
38.1% Visit Museums 14.3% Attend Local festival/ event 10.6% Visit arts/ craft sites 9.1% Visit local produce sites/ agro-experiences
Tourists' Expectations of Malta Exceeded
Met
Not Met
21.4%
73.8%
4.8%
93.1%
Would recommend the Maltese Islands to their friends/ relatives
Sources: MIA, NSO & MTA Traveller Survey Compiled by MTA Research Unit