Tourism to Malta Market Profile 2018

Tourism to Malta Market Profile 2018 INBOUND TOURISTS

2018

2,598,690

2017

2,273,837

2010

1,338,841

AIR CONNECTIVITY Top 10 AIRLINES

Top 10 AIRPORTS

(passenger movements)

(passenger movements)

• Ryanair • Air Malta • EasyJet • Wizz Air • Lufthansa • Turkish Airlines • Alitalia • Jet2.com • Emirates • British Airways

SEASONALITY

• London - Gatwick • Rome - Fiumicino • Frankfurt • Catania - Fontanarossa, Sicily • Manchester • Munich - Franz Josef Strauss • London - Heathrow • Istanbul - Ataturk • Brussels - National • Vienna Schwechat

33.7% 28.8%

Directly connected to 112 airports in 2018

15.9%

21.6%

BED NIGHTS

EXPENDITURE

TOTAL NIGHTS

TOTAL EXPENDITURE 18,569,716

€ 2,101,765,000

16,509,141

€ 1,946,894,000

11,147,898 € 1,131,987,000

2010

2017

2018

AVERAGE LENGTH OF STAY

7.1 Nights

2010

2017

2018

EXPENDITURE PER CAPITA

Average Spent per Capita €809

SOCIO-DEMOGRAPHIC PROFILE

LEVEL OF EDUCATION 58.6% Tertiary Level

AGE GROUPS 11.6%

18.2%

17.2%

Post-secondary Level

12.4%

Vocational Training

OCCUPATION

0-24 years

48.1% Employed full-time

25-44 years 45-64 years 31.7%

24.4% Retired

65+ years

LIVING ARRANGEMENTS

10.5% Self-employed

38.5%

Average age: 50 years

3.0% with relatives/ friends/ room mates

50.7% with spouse/ partner 0-24 years 25-44 years

4.1% with children 4.8% with parents

15.8% on their own

45-64 years 65+ years 65+ years 65+ years

21.6% with spouse/ partner and children

DIGITAL MEDIA USAGE REGULAR

64.8% of tourists shared their experience in Malta on social media during stay; mostly via smartphone.

81.2%

TRAVEL PURPOSES

73.3%

TRAVEL MOTIVATIONS

SUN AND CULTURE

SUN

50.2%

10.1%

15.4%

VISITING FRIENDS AND RELATIVES 8.1%

SPECIAL OCCASION 6.9%

SCUBA DIVING 4.9%

CULTURE

6.9%

WELLNESS 4.5%

BUSINESS

LEARNING ENGLISH 3.4%

OTHER SPORTS 2.8%

DESTINATION CHOICE INFLUENCERS COMMUNICATION CHANNELS

36.4%

47.9% DIGITAL MEDIA

OTHER FACTORS

60.9% RECOMMENDATION

BY FRIENDS OR RELATIVES

20.8%

NEW DESTINATION

12.5%

GOOD FLIGHT CONNECTIONS

30.8%

28.9%

COST/VALUE FOR MONEY TOUR OPERATOR BROCHURE / WEB

8.8%

41.9%

TRAVEL GUIDE BOOK

ENGLISH SPOKEN WIDELY

4.1%

6.9%

22.5% PREVIOUS VISIT

15.0% NEWSPAPER. MAGAZINE ADVERT/ ARTICLE

RECOMMENDATION BY TRAVEL AGENT

TV

MALTESE HOSPITALITY

TYPE OF BOOKING TRIP BOOKINGS MADE WITH

41.6 %

37.6 %

BOTH 6.5%

PACKAGE 44.1%

29.8 %

EXCLUSIVELY TOUR OPERATOR/ DIRECTLY WITH INTERNET-BASED TRAVEL AGENCY SUPPLIERS TRAVEL OPERATOR

PACKAGE BOOKINGS

NONPACKAGE 49.4%

74.3 %

22.1% 5.5 % TOUR OPERATOR/ TRAVEL AGENCY

DIRECTLY WITH SUPPLIERS

EXCLUSIVELY INTERNET-BASED TRAVEL OPERATOR

NON-PACKAGE BOOKINGS 69.3% 37.4 %

74.5% COMPLETED TRIP

9% TOUR OPERATOR/ TRAVEL AGENCY

DIRECTLY WITH SUPPLIERS

EXCLUSIVELY INTERNET-BASED TRAVEL OPERATOR

BOOKINGS ONLINE

TYPE OF TRIP

1st TIME VS REPEAT TOURISTS

Both 4.3% Gozo/Comino only 3.6%

1ST TIME

REPEAT

Malta only 92.1%

73.6% 26.4%

TRAVELLING PARTY Organised group Alone

6.1% 6.8%

With friends 12.5%

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

With family

23.8%

With 49.7% spouse/

partner

TYPE OF ACCOMMODATION USED RENTED ACCOMMODATION

MALTA

2,265,877

44.0% of inbound tourists spending nights in Malta stayed in 4* hotels.

63.5%

• Collective - 1,651,398

17.6% stayed in 3* hotels.

14.9% of inbound tourists spending nights in Malta opted for self-catering apartment/ farmhouse/villa.

12.2% stayed in 5* hotels.

23.6%

• Other rented - 614,480

12.8%

• Non-rented - 332,812

Source : NSO, Inbound Tourists

GOZO

41.8% of inbound tourists spending nights in Gozo opted for self-catering apartment/ farmhouse/villa.

12.2% stayed at guesthouse/hostels.

16.5% stayed in 4* hotels.

7.7% stayed in 3* hotels.

Source : MTA, Traveller Survey

ACTIVITIES ENGAGED IN CULTURAL 79.2% Visit Historical Buildings

69.7% Visit Churches

OUTDOOR 55.9% Swimming/ Sunbathing

44.3% Leisure Boat Trip

RECREATIONAL 66.4% Dine at Restaurants

47.6% Shopping

48.4% Visit Archaeological Sites

22.7% Hiking

15.4% Spa/ Wellness

45.0% Visit Museums

17.2% Visit Arts/ Craft Sites

14.3% Attend Local Festivals/ Events

6.5%

7.4%

Scuba Diving

Nightlife/clubbing

TOURISTS' EXPECTATIONS OF MALTA

EXCEEDED

MET

NOT MET

24.3%

66.8%

8.9%

92.1% Would recommend the Maltese Islands to their friends / relatives.