Infographics | Netherlands 2022

NETHERLANDS Market Profile 2022

No. 7 Rank 2.5% Market Share

Inbound Tourists • 2010: 33,425 • 2019: 59,528 • 2020: 14,702 • 2021: 21,975 • 2022: 58,220

Seasonality

11.3%

Air Connectivity Airlines

• Air Malta • Ryanair

Airports

• Amsterdam - Schipol • Eindhoven

31.8%

35.5%

21.4%

Bed Nights Total Nights

433,665

Average Length of Stay

489,644 8.4 Nights

277,998

2010

2019

2022

Expenditure Total Expenditure

Expenditure per Capita

€ 56.2 € 46.9

€ 32.5

million

million

€ 965

million

2010

2019

2022

Socio-Demographic Profile Age Groups Region of Residence 6.5% 31.3%

27.4% 2.7% Flevoland

0.7% Friesland

1.4% Groningen

75.3% Tertiary Level

0 - 24 years 25 - 44 years 45 - 64 years 65+ years

15.3% Vocational Training 4.7% Post-secondary Level

34.9%

17.6% North Holland

Average Age: 46 years

8.1% Utrecht

3.4% Drenthe

25.7% South Holland

Occupation

16.9% North Brabant

Living Arrangements 47.1% With Spouse/Partner

6.1% Overijssel

26.8% With Spouse/Partner and Children

10.1% Gelderland 3.4% Zeeland

Level of Education

4.1% Limburg

46.4% Employed Full-time

24.2% Employed Part-time

9.8% Selfemployed

9.2% Retired

15.0% On their own 5.9% With Children 4.6% With Parents

0.7% With Relatives/ Friends/ Room Mates

Digital Media Usage Regular

Travel Purposes

3.

3.

2.

2.

4.

1.

1.

5.

4.

5.

6.

91.8%

69.2%

7.

52.0%

of tourists shared their experience in Malta on social media during stay.

Travel Motivations

Sun & Culture

Sun

Scuba Diving

49.5%

19.3%

9.6%

Business

Visiting Friends & Relatives

Culture

8.1%

7.4%

6.0%

Other Sports

Special Occasion

Wellness

4.6%

3.6%

2.8%

Destination Choice Influencers Communication Channels

74.5% Digital Media

Other Factors

31.4% Recommendation by Friends/Relatives

64.1% New Destination

45.8% Good flight connections

Text

14.4% Tour Operator brochure/website

4.0% Newspaper/ Magazine Advert/ Article

12.4% Travel Guide book

6.5% Recommendation by travel agent

2.0% TV

29.4% Cost/ Value for Money

22.2% English Spoken Widely

8.5% Maltese Hospitality

16.3% Previous Visit

2.0% Film Shot Locally

Type of Booking Trip Bookings Made With

Package Bookings

Non-Package Bookings

71.6 % 36.6 %

35.9 %

70.7 % 46.7 %

37.3 %

27 % 1.4 %

Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator

Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator

2.7 % Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator

Package Non-Package

2.6%

Both 49%

48.4%

86.3%

Completed Trip Bookings Online

Type of Trip

1st Time vs Repeat Tourists Malta Only Gozo/ Comino Only Both

7.2% 4.6%

88.2%

80.6% First Time

19.4% Repeat

Travelling Party

7.9% Alone

54.6% Spouse/Partner

23.7% Family

8.6% Friends

3.3% Organised Group

2.0% Business Associates

Type of Accommodation Used Malta & Gozo

10.6% of Dutch tourists spending nights in Malta & Gozo stayed in 5* hotels.

36.4% stayed in 4* hotels.

23.2% stayed in 3* hotels.

4.0% utilised guesthouse/ hostel.

19.2% utilised self-catering apartment/ farmhouse/ villa.

Activities Engaged In Cultural 71.2% Visit Historical Buildings

Outdoor 66.0% Swimming/ Sunbathing

58.8% Visit Churches 47.7% Visit temples/ archeological sites 32.0% Visit Museums 13.7% Visit local produce sites/ agro-experiences 10.5% Attend Local festival/ event 7.8% Visit arts/ craft sites 7.2% Attend traditional religious feast

51.6% Leisure Boat trip/ tour

Recreational 81.7% Dine at restaurants

57.5% Shopping

50.6% Trekking/ Hiking

14.4% Nightlife/ Clubbing

13.4% Scuba Diving

14.4% Spa/ Wellness

Tourists' Expectations of Malta Exceeded

Met

Not Met

32.7%

58.0%

9.3%

89.9%

Would recommend the Maltese Islands to their friends/ relatives

Sources: MIA, NSO & MTA Traveller Survey Compiled by MTA Research Unit