Malta Tourism Authority

Malta Tourism Authority Edition 2015

Cover: Mario Galea / www.viewingmalta.com

3 Introduction This publication summarises the key tourism figures for Malta and gives an overview of Malta s tourism performance in 2014. 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 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 2014 3.5% 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 2015 4.9% Economic Importance of Tourism in 2014

Summary of Main Tourism Indicators 5 Main Indicators of Inbound Tourism to Malta Inbound Tourists 1,443,414 1,582,153 1,689,809 6.8% Tourist Guestnights 11,859,521 12,890,268 13,522,112 4.9% Average length of stay 8.2 8.1 8.0-1.2% Tourist Expenditure ( 000s) 1,326,474 1,440,379 1,528,765 6.1% Main Indicators of Outbound Tourism from Malta Outbound Tourist Trips 331,096 363,463 390,701 7.5% Nights spent 2,547,301 2,869,647 3,181,351 10.9% Average length of stay 7.7 7.9 8.1 2.5% Expenditure ( 000s) 338,393 369,964 387,689 4.8% Source: NSO (Outbound Tourism) Inbound Tourism by Month Inbound Tourists & Guestnights, 2014 Inbound Tourists Guestnights ALS¹ January 69,525 571,745 8.2 February 65,299 496,350 7.6 March 97,801 686,558 7.0 April 148,188 1,023,035 6.9 May 166,496 1,148,469 6.9 June 177,446 1,354,060 7.6 July 197,389 1,737,304 8.8 August 235,093 2,246,282 9.6 September 185,438 1,546,749 8.3 October 177,961 1,347,352 7.6 November 102,940 778,944 7.6 December 66,232 585,264 8.8 Total 1,689,809 13,522,112 8.0 ¹Average length of stay 2,500 2,000 1,500 1,000 500 0 Seasonality of Guestnights (000s) Jan Feb Mar April May June July 2013 2014 Aug Sept Oct Nov Dec

6 Main Source Markets Inbound Tourists, Guestnights & Expenditure by Market Inbound Tourists Austria 19,827 25,739 27,567 7.1% Belgium 27,279 28,948 31,399 8.5% France 107,893 116,533 125,511 7.7% Germany 137,500 147,110 143,053-2.8% Ireland 27,731 30,224 30,722 1.6% Italy 202,200 233,777 262,631 12.3% Libya 17,217 34,621 30,770-11.1% Netherlands 39,191 41,486 44,697 7.7% Russia 31,563 40,048 34,220-14.6% Scandinavia* 97,363 105,068 108,647 3.4% Spain 60,223 53,278 42,285-20.6% Switzerland 25,758 28,702 31,797 10.8% United Kingdom 441,275 454,659 487,714 7.3% USA 18,027 19,502 22,402 14.9% Other 190,368 222,457 266,395 19.8% Total tourists 1,443,414 1,582,153 1,689,809 6.8% Guestnights Austria 147,309 200,768 200,997 0.1% Belgium 196,293 224,399 230,309 2.6% France 813,240 890,573 982,021 10.3% Germany 1,200,873 1,255,420 1,210,790-3.6% Ireland 217,901 241,849 248,036 2.6% Italy 1,200,524 1,375,812 1,596,151 16.0% Libya 114,715 204,958 215,905 5.3% Netherlands 321,426 339,891 348,194 2.4% Russia 445,322 490,753 427,504-12.9% Scandinavia* 758,235 818,007 817,693 0.0% Spain 464,737 409,160 321,464-21.4% Switzerland 231,130 258,647 262,365 1.4% United Kingdom 3,891,640 4,043,639 4,122,976 2.0% USA 137,719 158,890 178,434 12.3% Other 1,718,457 1,977,502 2,359,273 19.3% Total nights 11,859,521 12,890,268 13,522,112 4.9% Expenditure ( 000s) Austria 19,055 25,562 26,117 2.2% Belgium 25,799 27,902 31,333 12.3% France 96,771 106,502 113,593 6.7% Germany 136,130 141,095 138,939-1.5% Ireland 24,437 27,743 27,024-2.6% Italy 131,293 145,299 163,204 12.3% Libya 21,697 35,997 32,606-9.4% Netherlands 35,517 38,258 39,457 3.1% Russia 57,019 63,519 53,019-16.5% Scandinavia* 91,176 100,443 102,838 2.4% Spain 47,382 42,893 35,751-16.7% Switzerland 32,468 36,277 38,996 7.5% United Kingdom 369,579 386,196 422,453 9.4% USA 21,599 25,873 28,560 10.4% Other 216,553 236,820 274,876 16.1% Total expenditure 1,326,474 1,440,379 1,528,765 6.1% Note: Inbound figures do not include overnight cruise passengers

Tourist Accommodation 7 Tourist Accommodation Capacity, 2014 Malta & Gozo Malta Gozo Units Beds Units Beds Units Beds Hotels 132 35,167 120 33,645 12 1,522 5 Star 15 7,210 13 6,830 2 380 4 Star 41 14,832 37 14,286 4 546 3 Star 56 11,687 51 11,207 5 480 2 Star 20 1,438 19 1,322 1 116 Tourist village 1 612 1 612 0 0 Guest houses/hostels 64 3,000 55 2,758 9 242 Total Serviced Accommodation 197 38,779 176 37,015 21 1,764 Self-Catering Accommodation 2,110 9,814 1,182 4,847 928 4,967 Total Tourist Accommodation 2,307 48,593 1,358 41,862 949 6,731 Source: MTA Licensing Administration Office (as at 1 January 2015) Share of Tourist Accommodation Usage by Guestnights 67.9% 66.9% 65.6% 2012 2013 2014 32.1% 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 8,332,698 5.6 5 star 396,336 1,692,387 4.3 4 star 667,034 4,160,099 6.2 3 star 389,677 2,225,706 5.7 2 star 42,011 254,506 6.1 Other Collective Accommodation¹ 59,835 448,334 7.5 Total Collective Accommodation 1,554,893 8,781,032 5.6 Malta Hotel 1,411,372 8,022,707 5.7 5 star 373,793 1,607,653 4.3 4 star 624,654 3,983,608 6.4 3 star 376,730 2,195,245 5.8 Other Collective Accommodation¹ 56,877 438,237 7.7 Total Collective Accommodation 1,468,249 8,460,945 5.8 Gozo Hotel 83,686 309,991 3.7 5 star 22,543 84,734 3.8 4 star 42,380 176,491 4.2 3 star 12,947 30,461 2.4 Other Collective Accommodation¹ 2,958 10,096 3.4 Total Collective Accommodation 86,644 320,087 3.7 ¹ Comprises guesthouses, hostels and tourist villages 2 Average length of stay Source: NSO (Collective Accommodation Establishments)

8 Occupany Rates in Malta & Gozo Occupancy Rates in Malta & Gozo, 2014 (%) Q1 Q2 Q3 Q4 Malta & Gozo Hotel 44.4 69.4 84.7 55.5 5 star 41.7 76.7 91.2 63.6 4 star 52.2 74.7 87.8 61.9 3 star 36.7 60.0 79.2 42.4 2 star 35.7 50.9 61.4 42.7 Other collective accommodation¹ 27.9 45.2 57.2 35.2 Total collective accommodation 43.0 67.6 82.6 54.0 Malta Hotel 44.9 70.1 84.9 56.0 5 star 42.0 78.0 91.9 64.9 4 star 53.2 75.5 88.0 62.6 3 star 36.8 60.2 79.3 42.4 Other collective accommodation¹ 28.6 46.2 57.8 36.1 Total collective accommodation 43.6 68.2 82.9 54.5 Gozo Hotel 31.9 55.9 80.7 45.1 5 star 36.4 57.2 80.9 45.9 4 star 32.5 59.4 84.8 46.8 3 star 27.6 46.9 68.0 43.6 Other collective accommodation¹ 5.9 24.8 42.1 14.0 Total collective accommodation 30.3 53.6 77.9 42.9 ¹ Comprises guesthouses, hostels and tourist villages Source: NSO (Collective Accommodation Establishments) Occupancy Rates in Malta & Gozo, 2014 (%) Malta Gozo & Comino Total Malta 49 85 87 84 80 60 51 65 68 65 72 74 75 76 62 67 52 Percent 40 35 44 29 37 46 36 41 20 23 26 0 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Source: NSO (Collective Accommodation Establishments)

Tourist Expenditure 9 Total Tourist Expenditure ( 000s) Package expenditure 457,154 486,168 516,339 6.2% Non-package Air/sea fares 197,544 211,058 217,255 2.9% expenditure Accommodation 160,329 185,982 208,216 12.0% Other expenditure 511,444 557,172 586,956 5.3% Total 1,326,474 1,440,379 1,528,765 6.1% Tourist Expenditure per Capita ( ) Package expenditure 670 660 665 0.8% Non-package Air/sea fares 260 250 238-4.8% expenditure Accommodation 287 287 300 4.5% Other expenditure 354 352 347-1.4% Total 919 910 905-0.5% 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 Profile of Incoming Tourists Socio - Demographic Profile Gender Males 753,538 825,709 884,292 7.1% Females 689,876 756,444 805,517 6.5% Age group 0-24 287,426 322,257 335,467 4.1% 25-44 451,336 504,461 570,271 13.0% 45-64 504,934 528,943 553,400 4.6% 65+ 199,718 226,492 230,672 1.8% Organisation of stay Package 682,505 737,000 776,192 5.3% Non-package 760,909 845,153 913,618 8.1% Frequency First time tourists 992,138 1,085,403 1,158,649 6.7% Repeat tourists 451,276 496,750 531,161 6.9% Mode of Travel, 2014 Travel by Air 97.1% Travel by Sea 2.9% Share of Passenger Movements by Airlines, 2014 40.6% 25.6% 7.6% 5.2% 2.2% 18.8% Air Malta Ryanair Easyjet Lufthansa Alitalia Others Source: MIA Annual Statistical Summary, 2014

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 1,300,157 6.4% Business & professional 115,195 118,049 130,173 10.3% Visiting family/friends 100,867 119,444 134,898 12.9% Other 107,212 123,060 124,582 1.2% Total 1,443,414 1,582,153 1,689,809 6.8% 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 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 77,550 3.4% Number of weeks 226,360 225,769 245,587 8.8% Average number of weeks 2.8 3.0 3.2 5.2% per student Source: NSO (TEFL) Share of the Top Five EL Students by Citizenship, 2014 12.2% 9.5% 5.5% 13.5% 23.9% Source: NSO (TEFL)

Segments - Business Travel 13 Business Travel Performance Business delegates 115,195 118,049 130,173 10.3% CIT (Conference and Incentive Travel) delegates 84,000 77,000 86,000 11.7% Total tourists 1,443,414 1,582,153 1,689,809 6.8% Source: NSO, MTA Top 5 Source Markets of Business Travel to Malta, 2014 20.4% 15.5% 7.3% 6.4% 4.7% Source: NSO Cruise Tourism Cruise Passengers Transit 516,391 380,277 425,134 11.8% Landed 46,421 51,120 46,420-9.2% Total number of passengers 562,812 431,397 471,554 9.3% 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 2,482 648-73.9% Passengers staying overnight 12,201 8,838 24,724 179.7% Cruise liner calls 322 286 303 5.9% Source: NSO (Cruise Passengers)

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, 2014 70% 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 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: www.mta.com.mt Destination website: www.visitmalta.com 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, 2014 - Survey on tourists experiences in the Maltese Islands. MTA Expenditure Survey, 2014 - Survey on expenditure of tourists visiting the Maltese Islands. Visit www.mta.com.mt/research for more information on tourism statistics and reports by the Research Unit.

Produced and Published by: Malta Tourism Authority www.mta.com.mt