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