ITALY Market Profile 2020
No. 2 Rank 14.3% Market Share
Inbound Tourists • 2010: 219,663 • 2019: 392,955 • 2020: 93,977
Seasonality
46.9%
Air Connectivity Top Airlines
• Ryanair • Air Malta • Alitalia
Top Airports
• Rome - Fiumicino • Catania - Fontanarossa, Sicily • Bergamo - Il Caravaggio • Naples - Capodichino • Milan - Linate • Bologna - Borgo Panigale • Pisa - Galileo Galilei • Bari - Palese Macchie • Treviso - Sant'Angelo • Turin - Caselle • Palermo - Falcone Borsellino, Sicily
0.0%
40.9%
12.3%
Bed Nights Total Nights
Average Length of Stay
2,524,847 10.4 Nights
1,275,909
980,009
2019
2010
2020
Expenditure Total Expenditure
Expenditure per Capita
236,400,000
138,562,000
€ 562 52,788,000
2010
2019
2020
Socio-Demographic Profile Age Groups Region of Residence 7.2%
21.6%
31.7% 27.8% North-East
Level of Education 67.1% Tertiary Level
0 - 24 years 25 - 44 years 45 - 64 years 65+ years
27.4% Post-secondary Level 4.1% Vocational Training
39.5%
Average Age: 45 years 19.4% Central
Occupation
34.7% North-West
Living Arrangements 42.5% With Spouse/Partner 27.4% On their own
6.9% Islands
20.5% With Spouse/Partner and Children
11.1% South
53.4% Employed Full-time 19.2% Self-employed 13.7% Retired
6.8% With Parents 1.4% With Children
1.4% With Relatives/ Friends/ Room Mates
Digital Media Usage Regular 3.
Travel Purposes 2.
2. 1.
4.
1.
85.9%
5.
3.
4.
84.3%
6.
5.
6.
78.9%
of tourists shared their experience in Malta on social media during stay.
Travel Motivations Visiting Friends & Relatives
Sun
20.6%
15.1%
Business
Culture
Special Occasion
13.2%
11.0%
11.0%
Sun & Culture
41.1%
Scuba Diving
TEFL
Text
2.7%
1.7%
Destination Choice Influencers Communication Channels
69.7% Digital Media
8.2% Tour Operator brochure/website
35.6% Recommendation by Friends/Relatives
8.2% Travel Guide book
4.1% Newspaper/ Magazine Advert/ Article
Other Factors
61.6% New Destination
41.1% Cost/ Value for Money
52.1% Good flight connections
17.8% Previous Visit
Text
4.1% TV
4.1% Books
9.6% English Spoken Widely
8.2% Maltese Hospitality
Type of Booking Trip Bookings Made With
Package Bookings
Non-Package Bookings 85.7 %
78.9 %
41.7 %
38 %
41.7 %
39.3 %
16.7 %
5.6 %
3.6 %
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Package 4.2%
77.8%
18.1%
Non-Package Both
95.8%
Completed Trip Bookings Online
Type of Trip
1st Time vs Repeat Tourists Malta Only Malta & Gozo
5.6%
57.2% First Time
94.4%
42.8% Repeat
Travelling Party
19.2% Alone
53.4% Spouse/Partner
9.6% Family
16.4% Friends
1.4% Business Associates
Type of Accommodation Used Malta & Gozo
29.6% of Italian tourists spending nights in Malta & Gozo stayed in 3* hotels.
23.9% of Italian tourists spending nights in Malta & Gozo stayed in 4* hotels.
4.2% of Italian tourists spending nights in Malta & Gozo stayed in 5* hotels.
19.7% of Italian tourists spending nights in Malta & Gozo opted for self-catering apartment/ farmhouse/ villa.
8.5% of Italian tourists spending nights in Malta & Gozo opted for guesthouse/ hostel. 8.4% of Italian tourists spending nights in Malta & Gozo opted for friends'/ relatives house/ own private residence.
Activities Engaged In Cultural 76.7% Visit Historical Buildings
64.4% Visit Churches
39.7% Visit temples/ archeological sites
38.4% Visit Museums
20.5% Visit arts/ craft sites
Outdoor 42.5% Swimming/ Sunbathing
31.5% Leisure Boat trip/ tour
17.8% Trekking/ Hiking
9.6% Scuba Diving
Recreational 74.0% Dine at restaurants
57.5% Shopping
16.4% Spa/ Wellness
13.7% Nightlife/ Clubbing
Tourists' Expectations of Malta Exceeded
Met
Not Met
31.0%
57.7%
11.3%
93.0%
Would recommend the Maltese Islands to their friends/ relatives
Sources: NSO & MTA Traveller Survey Compiled by MTA Research Unit