SPAIN Market Profile 2022
No. 6 Rank 3.8% Market Share
Inbound Tourists • 2010: 67,842 • 2019: 116,295 • 2020: 27,480 • 2021: 35,787 • 2022: 86,801
Seasonality
11.1%
Air Connectivity Airlines
Airports
• Ryanair • Vueling • Air Malta
• Madrid - Barajas • Barcelona - El Prat • Valencia • Seville • Bilbao
28.0%
39.1%
21.8%
Bed Nights Total Nights
726,039
Average Length of Stay
685,890
7.9 Nights
565,867
2010
2019
2022
Expenditure Total Expenditure
€ 76 € 56.5
million
Expenditure per Capita
€ 68.8
million
million
2010
€ 793
2019
2022
Socio-Demographic Profile Age Groups Region of Residence 5.7% 25.6%
32.1%
Level of Education 81.2% Tertiary Level
0 - 24 years 25 - 44 years 45 - 64 years 65+ years
8.5% Vocational Training 6.0% Post-secondary Level
5.9% North-West
36.7% 18.6% North-East
Average Age: 47 years
Occupation
30.5% Community of Madrid
Living Arrangements 44.8% With Spouse/Partner
7.6% Centre
25.0% With Spouse/Partner and Children
33.1% East
4.2% South
16.4% On their own 61.5% Employed Full-time 16.2% Retired 10.3% Self-employed
6.0% With Relatives/ Friends/ Room Mates 4.3% With Parents
3.4% With Children
Digital Media Usage Regular 3.
4.
Travel Purposes 2.
2.
1.
1.
88.2%
72.9%
73.9%
of tourists shared their experience in Malta on social media during stay.
3. 4.
Travel Motivations
Sun & Culture
Culture
Special Occasion
30.5%
17.8%
13.6%
Sun
Wellness
Business
11.0%
10.7% 6.9%
Scuba Diving
Visiting Friends & Relatives
TEFL
Text
6.6%
6.5%
3.6%
Destination Choice Influencers Communication Channels
58.9% Digital Media
Other Factors
35.3% Recommendation by Friends/Relatives
68.9% New Destination
42.9% Good flight connections
Text
7.6% Tour Operator brochure/website
5.9% Travel Guide book
5.9% Recommendation by travel agent
5.0% Newspaper/ Magazine Advert/ Article
3.4% TV
3.4% Books
18.5% English Spoken Widely
14.3% Cost/ Value for Money
6.7% Maltese Hospitality
7.6% Previous Visit
5.0% Film Shot Locally
Type of Booking Trip Bookings Made With
Package Bookings
Non-Package Bookings 81.1 %
58.8 %
58.3% 35.1 %
33.8 %
33.3 %
21.9 %
12.5 %
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
5.4 % Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Package 10.7%
67.9%
21.4%
Non-Package Both
86.4%
Completed Trip Bookings Online
Type of Trip
1st Time vs Repeat Tourists Malta Only Gozo/ Comino Only Both
7.6% 1.7%
90.7%
86.0% First Time
14.0% Repeat
Travelling Party
9.3% Alone
42.4% Spouse/Partner
25.4% Family
13.6% Friends
7.6% Organised Group
1.7% Business Associates
Type of Accommodation Used Malta & Gozo
7.6% of Spanish tourists spending nights in Malta & Gozo stayed in 5* hotels.
39.8% stayed in 4* hotels.
20.3% stayed in 3* hotels.
6.8% utilised guesthouse/ hostel.
20.3% utilised self-catering apartment/ farmhouse/ villa.
Activities Engaged In Cultural 89.9% Visit Historical Buildings
Outdoor 60.5% Leisure Boat trip/ tour
73.9% Dine at restaurants
48.7% Swimming/ Sunbathing
47.1% Shopping
74.8% Visit Churches 67.2% Visit temples/ archeological sites 42.0% Visit Museums
26.0% Trekking/ Hiking
24.4% Visit arts/ craft sites 8.4% Attend traditional religious feast 6.7% Visit local produce sites/ agro-experiences 6.7% Attend Local festival/ event
Recreational
12.6% Scuba Diving
18.5% Spa/ Wellness
6.7% Nightlife/ Clubbing
Tourists' Expectations of Malta Exceeded
Met
Not Met
24.4%
61.3%
14.3%
90.8%
Would recommend the Maltese Islands to their friends/ relatives
Sources: MIA, NSO & MTA Traveller Survey Compiled by MTA Research Unit