Malta Tourism Authority

Transcription

1 Malta Tourism Authority Edition 2015

2 Cover: Mario Galea /

3 3 Introduction This publication summarises the key tourism figures for Malta and gives an overview of Malta s tourism performance in The report is based on official tourism figures published by UNWTO, Eurostat and NSO, and surveys carried out by Malta Tourism Authority s Research Unit. Contents 4 International Tourist Arrivals Facts & Figures about Malta Economic Importance of Tourism in Malta 5 Summary of Main Tourism Indicators Inbound Tourism Outbound Tourism Inbound Tourism By Month Inbound Tourists & Guestnights 6 Main Source Markets 7 Tourist Accommodation Accommodation Capacity Accommodation Usage by Guestnights Arrivals & Guestnights in Collective Accommodation 8 Occupancy Rates in Malta & Gozo 9 Tourist Expenditure 10 Profile of Incoming Tourists Socio-Demographic Profile Mode of Travel Passenger Movements by Airline 11 Profile of Incoming Tourists Information Sources Purpose of Visit Main Tourism Segments Factors Influencing Destination Choice 12 Segments Culture Sport & Outdoor English Language Learning 13 Segments Business Travel Cruise Tourism 14 Image of Malta Overall Tourist Experience

4 4 Market Share of International Tourist Arrivals, 2014 (Mn; 2014/2013) 60% 50% 40% 30% 20% 10% 0% World (1,135; +4.4%) Europe (583.6; +3.0%) Asia and the Pacific (263.4; +5.4%) Americas (181.5; +8.0%) Africa (55.8; +1.8%) Middle East (50.4; 4.6%) 4.4% Facts & Figures about Malta Area 316 km² Population (2013) 425,384 Population density per km² (2013) 1,346 Capital city Valletta Official languages Maltese, English Government Republic of Malta Religion Roman Catholic (98%) National holidays Freedom Day, 31 Mar; Sette Giugno, 7 Jun; Our Lady of Victories, 8 Sept; Independence Day, 21 Sept; Republic Day, 13 Dec Currency unit (from 2008) Euro Time zone GMT + 1 hour GDP 2014 EUR 7,961.5 million GDP per capita, 2014 EUR 18,640 GDP real growth % Employed population (Q4 2014) 180,124 Unemployment rate (Q4 2014) 5.9% Internet users (% population) 80.7% International airport Luqa Ports and terminals Marsaxlokk (Malta Freeport), Valletta Membership in International World Tourism Organisation Tourism Organisations (UNWTO), European Travel Commission (ETC) Total tourist expenditure (000s) EUR 1,528,765 Tourist expenditure per capita EUR 905 Employment in accommodation 5,476 full time (2013 yearly average) 3,518 part time Employment in food and beverage 4,483 full time service activities (2013 yearly average) 6,464 part time Source: NSO 51.4% 23.2% 16.0% Source: UNWTO Barometer, April % Economic Importance of Tourism in 2014

5 Summary of Main Tourism Indicators 5 Main Indicators of Inbound Tourism to Malta Inbound Tourists 1,443,414 1,582,153 1,689, % Tourist Guestnights 11,859,521 12,890,268 13,522, % Average length of stay % Tourist Expenditure ( 000s) 1,326,474 1,440,379 1,528, % Main Indicators of Outbound Tourism from Malta Outbound Tourist Trips 331, , , % Nights spent 2,547,301 2,869,647 3,181, % Average length of stay % Expenditure ( 000s) 338, , , % Source: NSO (Outbound Tourism) Inbound Tourism by Month Inbound Tourists & Guestnights, 2014 Inbound Tourists Guestnights ALS¹ January 69, , February 65, , March 97, , April 148,188 1,023, May 166,496 1,148, June 177,446 1,354, July 197,389 1,737, August 235,093 2,246, September 185,438 1,546, October 177,961 1,347, November 102, , December 66, , Total 1,689,809 13,522, ¹Average length of stay 2,500 2,000 1,500 1, Seasonality of Guestnights (000s) Jan Feb Mar April May June July Aug Sept Oct Nov Dec

6 6 Main Source Markets Inbound Tourists, Guestnights & Expenditure by Market Inbound Tourists Austria 19,827 25,739 27, % Belgium 27,279 28,948 31, % France 107, , , % Germany 137, , , % Ireland 27,731 30,224 30, % Italy 202, , , % Libya 17,217 34,621 30, % Netherlands 39,191 41,486 44, % Russia 31,563 40,048 34, % Scandinavia* 97, , , % Spain 60,223 53,278 42, % Switzerland 25,758 28,702 31, % United Kingdom 441, , , % USA 18,027 19,502 22, % Other 190, , , % Total tourists 1,443,414 1,582,153 1,689, % Guestnights Austria 147, , , % Belgium 196, , , % France 813, , , % Germany 1,200,873 1,255,420 1,210, % Ireland 217, , , % Italy 1,200,524 1,375,812 1,596, % Libya 114, , , % Netherlands 321, , , % Russia 445, , , % Scandinavia* 758, , , % Spain 464, , , % Switzerland 231, , , % United Kingdom 3,891,640 4,043,639 4,122, % USA 137, , , % Other 1,718,457 1,977,502 2,359, % Total nights 11,859,521 12,890,268 13,522, % Expenditure ( 000s) Austria 19,055 25,562 26, % Belgium 25,799 27,902 31, % France 96, , , % Germany 136, , , % Ireland 24,437 27,743 27, % Italy 131, , , % Libya 21,697 35,997 32, % Netherlands 35,517 38,258 39, % Russia 57,019 63,519 53, % Scandinavia* 91, , , % Spain 47,382 42,893 35, % Switzerland 32,468 36,277 38, % United Kingdom 369, , , % USA 21,599 25,873 28, % Other 216, , , % Total expenditure 1,326,474 1,440,379 1,528, % Note: Inbound figures do not include overnight cruise passengers

7 Tourist Accommodation 7 Tourist Accommodation Capacity, 2014 Malta & Gozo Malta Gozo Units Beds Units Beds Units Beds Hotels , , ,522 5 Star 15 7, , Star 41 14, , Star 56 11, , Star 20 1, , Tourist village Guest houses/hostels 64 3, , Total Serviced Accommodation , , ,764 Self-Catering Accommodation 2,110 9,814 1,182 4, ,967 Total Tourist Accommodation 2,307 48,593 1,358 41, ,731 Source: MTA Licensing Administration Office (as at 1 January 2015) Share of Tourist Accommodation Usage by Guestnights 67.9% 66.9% 65.6% % 33.1% 34.4% Collective Accommodation Private Accommodation Arrivals and Guestnights in Collective Accommodation, 2014 Arrivals Guestnights ALS 2 Malta and Gozo Hotel 1,495,058 8,332, star 396,336 1,692, star 667,034 4,160, star 389,677 2,225, star 42, , Other Collective Accommodation¹ 59, , Total Collective Accommodation 1,554,893 8,781, Malta Hotel 1,411,372 8,022, star 373,793 1,607, star 624,654 3,983, star 376,730 2,195, Other Collective Accommodation¹ 56, , Total Collective Accommodation 1,468,249 8,460, Gozo Hotel 83, , star 22,543 84, star 42, , star 12,947 30, Other Collective Accommodation¹ 2,958 10, Total Collective Accommodation 86, , ¹ Comprises guesthouses, hostels and tourist villages 2 Average length of stay Source: NSO (Collective Accommodation Establishments)

8 8 Occupany Rates in Malta & Gozo Occupancy Rates in Malta & Gozo, 2014 (%) Q1 Q2 Q3 Q4 Malta & Gozo Hotel star star star star Other collective accommodation¹ Total collective accommodation Malta Hotel star star star Other collective accommodation¹ Total collective accommodation Gozo Hotel star star star Other collective accommodation¹ Total collective accommodation ¹ Comprises guesthouses, hostels and tourist villages Source: NSO (Collective Accommodation Establishments) Occupancy Rates in Malta & Gozo, 2014 (%) Malta Gozo & Comino Total Malta Percent Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Source: NSO (Collective Accommodation Establishments)

9 Tourist Expenditure 9 Total Tourist Expenditure ( 000s) Package expenditure 457, , , % Non-package Air/sea fares 197, , , % expenditure Accommodation 160, , , % Other expenditure 511, , , % Total 1,326,474 1,440,379 1,528, % Tourist Expenditure per Capita ( ) Package expenditure % Non-package Air/sea fares % expenditure Accommodation % Other expenditure % Total % Share of Expenditure During Stay (Excluding Accommodation), 2014 Food & Drinks 53.5% of which: Restaurants (30.4%) Shopping 16.2% of which: Souvenirs & Clothing (11.5%) Recreation 15.8% of which: Excursions / Site Visits (10.6%) Transport 7.9% of which: Public Transport (2.2%) Other 6.5% of which: Tobacco Products (1.7%) Source: MTA Expenditure Survey, 2014

10 10 Profile of Incoming Tourists Socio - Demographic Profile Gender Males 753, , , % Females 689, , , % Age group , , , % , , , % , , , % , , , % Organisation of stay Package 682, , , % Non-package 760, , , % Frequency First time tourists 992,138 1,085,403 1,158, % Repeat tourists 451, , , % Mode of Travel, 2014 Travel by Air 97.1% Travel by Sea 2.9% Share of Passenger Movements by Airlines, % 25.6% 7.6% 5.2% 2.2% 18.8% Air Malta Ryanair Easyjet Lufthansa Alitalia Others Source: MIA Annual Statistical Summary, 2014

11 Profile of Incoming Tourists 11 Main Sources of Information, 2014 Recommendation by friends/relatives Internet 28.2% 35.5% Previous visit Newspaper/magazine article or advert Travel guide book Recommendation by travel agent Tour operator brochure TV advert or programme 4.8% 9.3% 8.8% 8.7% 11.5% 0% 5% 10% 15% 20% 25% 30% 35% 40% Source: MTA Market Profile Survey, 2014 Purpose of Visit 22.7% Holiday 1,120,141 1,221,601 1,300, % Business & professional 115, , , % Visiting family/friends 100, , , % Other 107, , , % Total 1,443,414 1,582,153 1,689, % Main Tourism Segments for Malta, 2014 Sun 28.7% Sun/Culture Culture Purely novelty 11.4% 15.3% 18.4% Business Purely familiarity Diving 7.7% 6.9% 6.0% English language 4.6% 0% 5% 10% 15% 20% 25% 30% 35% Source: MTA Estimates, NSO Factors Influencing Destination Choice, 2014 Value for Money 33% Connectivity 19% Hospitality 12% Source: MTA Market Profile Survey, 2014

12 12 Segments - Culture Tourist Participation in Cultural Activities, 2014 Go sightseeing Visit historical sites 84.8% 76.8% Visit churches 66.9% Visit museums 48.9% Visit art/craft sites 26.0% Visit local produce sites Festas/folks/festivals Music/concert 16.5% 10.0% 5.5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Source: MTA Market Profile Survey, 2014 Segments - Sport & Outdoor Tourist Participation in Sport & Outdoor Activities, 2014 Swimming 42.5% Diving 6.0% Other Water Sports 3.8% Climbing 0.6% Source: MTA Market Profile Survey, 2014 Segments - English Language Learning Teaching English as a Foreign Language Number of students 81,911 74,992 77, % Number of weeks 226, , , % Average number of weeks % per student Source: NSO (TEFL) Share of the Top Five EL Students by Citizenship, % 9.5% 5.5% 13.5% 23.9% Source: NSO (TEFL)

13 Segments - Business Travel 13 Business Travel Performance Business delegates 115, , , % CIT (Conference and Incentive Travel) delegates 84,000 77,000 86, % Total tourists 1,443,414 1,582,153 1,689, % Source: NSO, MTA Top 5 Source Markets of Business Travel to Malta, % 15.5% 7.3% 6.4% 4.7% Source: NSO Cruise Tourism Cruise Passengers Transit 516, , , % Landed 46,421 51,120 46, % Total number of passengers 562, , , % in % pts Share of EU nationals 78.9% 76.2% 77.9% +1.7 Share of Non-EU nationals 21.1% 23.8% 22.1% -1.7 Passengers visiting Gozo 3,544 2, % Passengers staying overnight 12,201 8,838 24, % Cruise liner calls % Source: NSO (Cruise Passengers)

14 14 Image of Malta Words that Tourists Associate with the Maltese Islands, 2014 Source: MTA Market Profile Survey, 2014 Overall Experience Overall Rating of the Malta Experience, % 60% 61.9% 50% 40% 30% 30.8% 20% 10% 0% Exceeded Expectations Up to Expectations 7.4% Below Expectations Source: MTA Market Profile Survey, 2014

15 15 The Role of the MTA is: About the Malta Tourism Authority The Malta Tourism Authority (MTA) was formally set up by the Malta Travel and Tourism Service Act (1999). This clearly defines its role extending it beyond that of international marketing to include a domestic, motivating, directional, co-ordinating and regulatory role. To promote and advance Malta as a tourism destination, To advise Government on tourism operations and to issue licences under the Act, To contribute towards the improvement of the level of human resources in the tourism industry, To advise government on the planning and development of the tourism industry as well as on the infrastructure supporting the industry. The Authority operates own offices in the UK, Germany and Italy and has smaller branch and representative offices in most other European countries. It also operates representative offices in Dubai, Tokyo and New York. Corporate website: Destination website: Official sources UNWTO - World Tourism Organisation Eurostat CIA World Factbook NSO - National Statistical Office Central Bank of Malta MIA - Malta International Airport MTA Licensing Administration Office Data Sources Used for This Report Surveys carried out by MTA s Research Unit MTA Market Profile Survey, Survey on tourists experiences in the Maltese Islands. MTA Expenditure Survey, Survey on expenditure of tourists visiting the Maltese Islands. Visit for more information on tourism statistics and reports by the Research Unit.

16 Produced and Published by: Malta Tourism Authority