ITALY Market Profile 2022
No. 2 Rank 17.4% Market Share
Inbound Tourists • 2010: 219,662 • 2019: 392,955 • 2020: 93,977 • 2021: 127,774 • 2022: 398,198
Seasonality
7.4%
27.4%
Air Connectivity Airlines
Airports
• Ryanair • Air Malta • ITA Airways • EasyJet
• Catania - Fontanarossa, Sicily • Rome- Fiumicino • Treviso - Sant'Angelo • Bergamo - Il Caravaggio • Milan - Linate • Naples - Capodichino • Rome - Ciampino • Bari - Palese Macchie • Bologna - Borgo Panigale • Turin - Caselle • Pisa - Galileo Galilei
• Milan - Malpensa • Lamezia - Terme • Trapani - Birgi • Cagliari - Elmas • Trieste - Ronchi dei Legionari • Pescara - Liberi • Perugia - San Francesco d'Assisi • Parma - Giuseppe Verdi • Genoa - Cristoforo Colombo • Brindisi - Papola Casale
44.3%
20.9%
Bed Nights Total Nights
2,524,846
Average Length of Stay
2,482,664 6.2 Nights
1,275,909
2010
2019
2022
Expenditure Total Expenditure
€ 236.4
million
Expenditure per Capita
€ 248.5
million
€ 138.6
€ 624
million
2010
2019
2022
Socio-Demographic Profile Age Groups Region of Residence 6.2% 27%
32.7% North-East
29.1%
Level of Education 60.1% Tertiary Level
0 - 24 years 25 - 44 years 45 - 64 years 65+ years
31.1% Post-secondary Level 4.4% Vocational Training
37.7% Average Age: 45 years
19.5% Central
Occupation
28.3% North-West
Living Arrangements 40.7% With Spouse/Partner 26.2% With Spouse/Partner and Children
8.8% Islands
13.9% On their own
10.7% South
49.2% Employed Full-time 16.8% Self-employed 13.7% Retired
13.4% With Parents 3.8% With Children
1.9% With Relatives/ Friends/ Room Mates
Digital Media Usage Regular
Travel Purposes
3.
3. 2.
2.
4.
1.
1.
5.
4.
5.
93.5%
6.
71.7%
7.
6. 7.
76.5%
of tourists shared their experience in Malta on social media during stay.
Travel Motivations
Sun & Culture
Sun
Culture
44.9%
17.8%
10.2%
Visiting Friends & Relatives
Business
Special Occasion
9.7%
8.4%
6.8%
Scuba Diving
TEFL
Other Sports
Text
4.1%
2.3%
2.1%
Destination Choice Influencers Communication Channels
62.9% Digital Media
Other Factors
38.3% Recommendation by Friends/Relatives
63.9% New Destination
56.0% Good flight connections
Text
10.9% Tour Operator brochure/website
6.7% Newspaper/ Magazine Advert/ Article
5.7% Recommendation by travel agent
31.0% Cost/ Value for Money
14.7% English Spoken Widely
5.4% TV
4.9% Travel Guide book
3.8% Books
13.3% Previous Visit
8.7% Maltese Hospitality
Type of Booking Trip Bookings Made With
Package Bookings
Non-Package Bookings 82.9 %
71 % 50 % 34.8 % 21.7 %
13 %
35.7 %
31.7 % 4.2 %
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 3.3% 16.6%
80.1%
Non-Package Both
93.4%
Completed Trip Bookings Online
Type of Trip
1st Time vs Repeat Tourists Malta Only Gozo/ Comino Only Both
7.1% 2.5%
90.4%
72.2% First Time
27.8% Repeat
Travelling Party
6.0% Alone
48.1% Spouse/Partner
24.2% Family
17.4% Friends
3.3% Organised Group
1.1% Business Associates
Type of Accommodation Used Malta & Gozo
4.5% of Italian tourists spending nights in Malta & Gozo stayed in 5* hotels.
28.5% stayed in 4* hotels.
25.1% stayed in 3* hotels.
11.3% utilised guesthouse/ hostel.
21.8% utilised self-catering apartment/ farmhouse/ villa.
4.5% utilised friends'/ relatives house/ own private residence.
Activities Engaged In Cultural 65.8% Visit Historical Buildings
Outdoor 53.8% Swimming/ Sunbathing
Recreational 67.9% Dine at restaurants
37.2% Shopping
63.6% Visit Churches
45.1% Leisure Boat trip/ tour
45.9% Visit temples/ archeological sites
16.0% Trekking/ Hiking
17.1% Nightlife/ Clubbing
7.4% Scuba Diving
11.4% Spa/ Wellness
38.6% Visit Museums
14.4% Visit arts/ craft sites
7.3% Attend Local festival/ event
Tourists' Expectations of Malta Exceeded
Met
Not Met
29.6%
61.4%
9.0%
91.2%
Would recommend the Maltese Islands to their friends/ relatives
Sources: MIA, NSO & MTA Traveller Survey Compiled by MTA Research Unit