Infographics | Ireland 2022

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