UK MARKET PROFILE Year 2013 Results of a survey carried out between January to December 2013 Malta Tourism Authority Research Unit Market Support & Development 1
Market Dynamics January to December 2013 During January to December 2013, Malta received 454,659 UK tourists, an increase of 3.0 when compared to the same period last year. UK s share in 2013 decreased by 1.9 percentage points when compared with previous year. Tourist Departures Total Tourists UK Tourists Abs. Chg. (UK) 13/12 Change (UK) 13/12 1,582,153 454,659 +13,384 +3.0 Nights spent 12,890,268 4,043,639 +151,999 +3.9 Average length of stay 8.2 nights 8.9 nights +0.1 +0.8 Expenditure 1,440,379,000 386,196,000 +16,617,000 +4.5 Av. Expenditure per capita ( ) 910 849 +11.9 +1.4 Source: NSO Market share UK Jan to Dec 2012 30.6 UK Jan to Dec 2013 28.7 2
UK Tourists Visiting Malta 2007-2013 Over a 6-year span (2007-2013), inbound tourists from UK registered an average annual decline of 1.0. 600,000 Inbound tourists from UK 2007-2013 500,000 400,000 482,404 454,351 398,472 415,009 438,783 441,275 454,659 300,000 200,000 100,000 0 2007 2008 2009 2010 2011 2012 2013 3
Guest nights of UK Tourists 2007-2013 With an average length of stay of 8.9 nights, 4,043,639 nights were generated by UK tourists. This represents an increase of 3.9 when compared to year 2012. Over a 6-year span (2007-2013), guest nights by UK tourists decreased by an average annual rate of 1.8. Guest nights by UK tourists 2007-2013 5,000,000 4,500,000 4,000,000 3,500,000 4,519,043 4,190,388 3,632,459 3,814,894 3,868,095 3,891,640 4,043,639 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 500,000 2007 2008 2009 2010 2011 2012 2013 4
Expenditure of UK Tourists 2007-2013 In year 2013, UK tourists generated 386.2 million worth of expenditure. This represents an increase of 4.5 (or + 16.6 million) when compared to year 2012. 500,000 400,000 300,000 Expenditure Inbound UK tourists (in'000 Euros) 2007-2013 393,968 345,148 279,154 307,382 342,357 369,579 386,196 During year 2013, tourist expenditure recorded increases throughout all categories. 200,000 100,000 0 2007 2008 2009 2010 2011 2012 2013 ( 000s) Package Non-package expenditure Air/sea fares Accommodation Other expenditure Total 2007 160,683 47,778 32,200 153,307 393,968 2011 123,511 42,828 37,044 138,975 342,357 2012 138,026 50,916 40,652 139,986 369,579 2013 143,005 51,393 42,398 149,400 386,196 Change 13/12 3.6 0.9 4.3 6.7 4.5 Change 13/07-11.0 7.6 31.7-2.5-2.0 5
Purpose of Visit Holiday remains the main purpose of visit accounting for 83.4 of total UK tourists. Visiting friends/relatives accounts for 10.3 of total inbound from the UK. 3.5 of UK tourists visited Malta for business. UK by Purpose of Visit 2.8 10.3 3.5 83.4 Holiday Business VFR Other UK Tourists by Purpose of Visit 2010 2011 2012 2013 Abs. Chg. 2013/2012 Change 2013/ 2012 Holiday 342,729 366,949 373,605 379,229 6,656.0 1.8 Business 17,470 19,466 16,985 15,880-2,481.0-12.7 VFR 45,344 43,857 40,732 47,020-3,125.0-7.1 Other 9,556 8,512 9,953 12,530 1,441.0 16.9 Total 415,099 438,783 441,275 454,659 2,492.0 0.6 6
MIA Passenger Movements by Airport MIA Share of Pax Movements Most Serviced Airports Year 2013 Year 2012 LONDON - GATWICK 23.2 23.3 LONDON - HEATHROW 16.6 17.3 MANCHESTER 14.4 15.2 LONDON - LUTON 8.7 8.5 LONDON - STANSTED 5.4 4.5 BRISTOL 4.7 5.0 MIA passenger movement figures indicate that during the period January to December 2013 most passengers on UK routes flew via London Gatwick (23.3) and London Heathrow (17.3). These are followed by Manchester (15) and London Luton airports (8.5. BIRMINGHAM INTERNATIONAL 4.1 3.6 EDINBURGH TURNHOUSE, SCOTLAND 3.8 3.0 NEWCASTLE 3.3 3.4 LIVERPOOL JOHN LENNON 3.1 2.4 LEEDS-BRADFORD 3.0 2.9 BELFAST INTERNATIONAL 2.5 2.5 NOTTINGHAM EAST MIDLANDS 1.8 2.4 BOURNEMOUTH INTERNATIONAL 1.8 1.8 GLASGOW PRESTIWCK, SCOTLAND 0.9 0.9 CARDIFF,WALES 0.9 0.7 EXETER 0.7 0.8 NORWICH 0.6 0.6 GLASGOW, SCOTLAND 0.6 1.3 Source: MIA 7
Market Profile Key Findings The results of this survey are based on a sample of 2,602 respondents, residing in United Kingdom. Data was collected during the 12-month period of January to December 2013 8
Part 1: Socio-demographic profile 9
Region of Residence During January to December 2013, around nine out of ten British respondents came from England. The South East of England was the main region of residence with a share of 21.3. This was followed by the East of England and South Western with share of 12.5 and 12.2 respectively. England -South East -East of England -South Western -London -North West -Yorkshire & Humberside -East Midlands -West Midlands -North East 88.0 21.3 12.5 12.2 10.1 9.3 7.2 6.0 5.8 3.4 Wales 4.2 Scotland 5.9 Northern Ireland 1.4 Channel Islands 0.3 Isle of Man 0.4 TOTAL 100.0 10
Areas of Residence of British respondents (Year 2013): South East -Hampshire -Kent -Surrey -West Sussex -Berkshire -Buckinghamshire -Oxfordshire -East Sussex -Isle of Wight 21.3 5.0 4.3 3.4 2.3 1.7 1.6 1.6 1.1 0.3 Northwest -Lancashire -Greater Manchester -Cheshire -Cumbria -Merseyside 9.3 2.8 2.2 2.1 1.1 1.1 East of England -Essex -Hertfordshire -Norfolk -Cambridgeshire -Suffolk -Bedfordshire 12.5 3.1 3.0 2.0 1.7 1.4 1.3 Yorkshire and Humberside -Yorkshire -West Yorkshire -North Yorkshire -South Yorkshire -East Riding of Yorkshire 7.2 3.0 2.1 0.8 0.8 0.5 South Western -Devon -Somerset -Wiltshire -Bristol -Dorset -Gloucestershire -Cornwall & Isles of Scilly 12.2 3.0 1.9 1.6 1.6 1.5 1.5 1.1 East Midlands -Northamptonshire-Northants -Lincolnshire -Derbyshire -Leicestershire -Nottinghamshire -Rutland 6.0 1.4 1.3 1.2 1.2 0.8 0.1 Greater London 10.1 West Midlands -West Midlands -Staffordshire -Shropshire -Worcestershire -Warwickshire 5.8 2.9 1.2 0.6 0.6 0.5 11
Areas of Residence of British respondents (Year 2013): Scotland -Strathclyde -Lothian -Grampian -Tayside -Highland -Fife -Central -Dumfries and Galloway -Borders -Western Isles 5.9 1.4 1.3 0.8 0.6 0.5 0.4 0.3 0.3 0.2 0.1 Isle of Man 0.4 Wales 4.2 Channel Islands 0.3 Northeast -Tyne and Wear -Durham -Northumberland Northern Ireland -Down -Antrim -Armagh -Tyrone -Londonderry 3.4 1.6 1.0 0.8 1.4 0.5 0.4 0.2 0.2 0.1 12
Socio-Demographics Year 2013 Year 2012 Gender: Male 43.2 45.3 Female 56.8 54.7 Marital Status: Single 9.6 9.1 Married/Living together 80.5 78.8 Divorced/separated 5.9 6.3 Widowed 3.9 5.9 13
Age Over 65 years 55-64 45-54 35-44 25-34 19-24 Age Groups Year 2012 Year 2013 20.4 19.9 7.0 9.9 4.5 6.9 1.2 1.6 33.4 29.7 33.2 31.7 In year 2013, the average age of British respondents stood at 56.2 years. During the period under review, the largest age bracket comprised tourists aged between 55-64 years with a share of 31.7. This was closely followed by 29.7 of respondents aged over 65 years. Under 19 0.3 0.3 0.0 10.0 20.0 30.0 40.0 Per cent Average Age: Year 2013: 56.2 years Year 2012: 58.1 years 14
Occupation & Net Income Year 2013 Year2012 Director 6.2 4.5 Manager 7.8 7.1 Office / retail worker 9.1 9.3 Professional 21.9 19.7 Skilled worker / Tradesman 3.9 4.7 Manual worker 1.7 1.4 Self-employed 6.4 5.3 Student 1.1 0.9 Housewife 2.6 2.4 Unemployed 0.5 0.2 Retired 38.8 44.5 Average net income per month: 2,507 As in the previous year, the larger share of respondents were retired individuals. These were followed by the professionals and office/retail worker. When compared to the same period last year, the share of retired and office/retail worker registered a decline. During the period under review, British respondents earned an average net income of 2,507 per month. Rank 1 Rank 2 Rank 3 15
Readership Commonly read newspapers include: Daily Mail (20.3) The Times(11.8) Daily Telegraph(11.6) Guardian (7.0) Sun (6.8) The magazines which scored the highest readership were: Good Housekeeping (4.1) Hello (3.2) Take a Break (3.1) Saga (3.0) Economist (2.6) 16
Internet Access Year 2013 Year 2012 Access to internet (multiple response) - From home 92.2 88.6 - From work 37.9 33.2 Websites accessed on a regular basis (base 100) Google, gmail 25.4 26.4 BBC 14.5 13.6 Facebook 11.7 9.3 Amazon 5.5 4.8 Ebay 4.7 4.7 Yahoo 4.4 5.3 Tripadvisor 3.1 2.2 17
Internet Usage Year 2013 Year 2012 Internet Usage (multiple response) - Search for travel info online 96.5 94.9 - Book travel online 88.5 86.2 Websites used for booking purposes (base 100) - Expedia 8.7 7.9 - Easy Jet 7.8 9.0 - Trip Advisor 5.5 3.9 - Booking 5.3 3.4 - Thomson 5.0 4.7 - Travel Republic 4.4 4.2 18
Malta Spain France Italy Canary Islands Tenerife, Lanzarote, USA Portugal Turkey Balearic - Mallorca, Menorca, Cyprus Greek Islands Greece Germany Australia Percent Last Two Holidays Last Two Holidays Main Countries (Multiple Response) 16.0 14.0 12.7 12.0 10.0 8.0 6.0 8.7 8.1 7.2 6.0 6.0 4.0 3.1 3.0 2.9 2.7 2.7 2.0 1.9 1.8 1.5 0.0 Prior to this visit, most British tourists took their last two holidays in Malta, Spain and France. Other preferred destinations included Italy, Canary Islands and USA. 19
Spain Italy Canary Islands Tenerife, Cyprus Greece Portugal Turkey France USA Madeira (Portugal) Croatia Greek Islands Balearic - Mallorca, Egypt Sicily (Italy) Morocco Percent Competing Destinations Main Countries Considered Prior to Choosing Malta Main Countries (Multiple Response) 12.0 11.3 11.2 10.0 8.0 8.8 7.8 7.8 6.5 6.0 4.0 2.0 4.2 4.0 3.9 2.9 2.8 2.6 2.4 2.4 2.1 1.1 0.0 Spain, Italy and Canary Islands were the top destinations considered by British tourists prior to choosing Malta. Other preferred destinations were Cyprus, Greece and Portugal. 20
Part 2: Journey to the Maltese Islands 21
Sources of Influence (Multiple Response) Year 2013 Year 2012 Newspaper/magazine advert 7.9 7.8 Newspaper/magazine article 4.9 3.9 Recommendation by travel agent 4.9 5.6 Travel guide 7.4 7.0 Tour operator brochure 8.1 9.4 TIO literature 1.5 1.8 Recommendation by family/friends 35.6 30.4 Previous visit 36.6 40.3 Internet 22.1 19.8 TV programme 2.3 1.2 TV advert 0.6 1.3 Promotional material 0.7 1.4 As in previous year, previous visit ranked as the top source of influence for UK tourists visiting Malta, influencing almost four out of ten tourists. Word of mouth recommendation ranked second with a share of 35.6, followed by the internet (22.1). On the contrary, promotional material, the travel fairs and TV advert were among the least popular influential means. Travel show/fair 0.6 0.7 Rank 1 Rank 2 Rank 3 22
Reason for Choosing Malta The British are primarily motivated to visit Malta for the agreeable climate, novelty and for its history and culture. Further analysis indicates that while the top three motivators remain the same, the shares of respondents who visited Malta for the agreeable climate is higher during the offpeak months of January to March and October to December. Reasons for choosing Malta Year 2013 Year 2012 Peak Offpeak New place to go 39.0 35.8 39.4 38.6 Result of previous visit 35.1 40.1 36.9 32.9 Agreeable climate 55.1 51.1 52.0 59.2 History/culture 38.5 38.8 39.3 37.5 Accessibility 13.1 14.2 13.5 12.7 Recommended by friends/relatives 19.4 18.0 21.8 16.5 Cost/value for money 29.1 33.8 25.7 33.3 English spoken widely 22.9 25.5 22.8 23.0 Only place available 0.8 0.7 1.0 0.5 Maltese hospitality 22.3 24.5 21.8 22.9 Other reason 12.1 9.8 12.3 11.9 23
Type of Booking Arrangement Type of Booking Arrangment 60 53.1 Year 2013 Year 2012 50 46.3 45.5 40 38.0 30 20 10 8.3 8.9 0 Package Non-package (separate bookings for each travel element) Partly package/partly nonpackage - 46.3 of British respondents bought a package trip whereas 45.5 made their own travel arrangements. When compared to the same period last year, one can notice a drop in package trips (-6.8 points) and an increase in non-package trips (+7.5 points). - Around 8 decided to make their travel arrangements partly with a tour operator and partly independently. 24
Type of Booking Arrangement Package Non- Package Partly Package/ Partly Non-package Total Share of total 46.3 45.5 8.3 100.0 (N=1,193) (N=1,173) (N=213) (N=2,579) Booking operator: Tour operator/travel agency 76.7 13.1 44.6 45.1 Directly with suppliers 3.2 74.3 22.5 37.1 Exclusively internet-based travel operator 19.3 24.8 38.5 23.4 Booking arrangement: Flight 92.9 98.1 97.2 95.6 Vehicle hire 4.4 22.0 17.8 13.5 Accommodation 93.0 85.1 94.8 89.5 Site/attraction visits 3.7 3.4 8.9 4.0 Transfers 77.1 42.7 73.7 61.2 Event tickets 0.5 1.2 2.8 1.0 25
Booking Arrangement Package During the year 2013, 46.3 of British respondents bought a package trip. Nearly eight out of ten package holidays were bought from a tour operator/travel agent. 19.3 of package trips were bought from an exclusively internet-based travel operator. Only 3.2 of package trips were bought directly from suppliers. The package mainly included flight, accommodation and transfers. Non-package 45.5 of respondents bought a non-package trip. Most non-package trips (74.3) were booked directly with suppliers. Around 25 of non-package trips were done with an exclusively internet-based travel operator. Travellers opting for non-package type of arrangement mostly booked flight and accommodation. A significant share booked transfers and/or vehicle hire. Travel operators Most British tourists bought a tour operator package from Thomas Cook (12.4), Mercury Direct (11.7), Thomson Holidays (8.7) and Chevron Holidays (8.5). The main internet-based travel operators were Travel Republic (16.5), Expedia (12.1), Otbeach (10.9), Lowcost holidays (7.4) and Booking (6.0). 26
Internet Booking for the Malta Trip 80 70 60 50 40 30 20 10 0 Internet Booking for the Malta Trip 73.5 68.2 31.8 26.5 Year 2013 Year 2012 Yes No Booking arrangement of internet bookers: Package 32.9 Non-Package 58.2 Partly package/ partly non-package 9.0 TOTAL 100.0 The share of online bookings for the Malta trip by British tourists increased from 68.2 in 2012 to 73.5 in 2013. Online bookings were mostly made for non package type of trips. 27
Type of Internet Booking Package Non-Package Partly Package/Partly Non-package Total Internet booking: YES 52.7 93.0 79.1 73.4 (N=612) (N=1,084) (N=167) (N=1,863) Internet booking made with: Tour operator/travel agency 63.1 9.8 33.5 29.4 Directly with suppliers 4.6 77.7 26.9 49.1 Exclusively internet-based travel operator 35.8 26.8 49.1 31.7 Online booking arrangement: Flight 88.7 98.6 91.0 94.7 Vehicle hire 6.2 20.3 16.8 15.4 Accommodation 87.9 75.7 79.6 80.1 Site/attraction visits 3.4 3.0 6.0 3.4 Transfers 75.8 35.8 61.7 51.3 Event tickets 0.8 1.0 1.8 1.0 Other 4.6 2.0 5.4 3.2 28
Booking Arrangement of Internet Bookers Nearly 74 of all respondents booked the Malta trip or part of their trip online. Non-package: The large majority of non-package travellers (93.0) made travelling arrangements online. Around 78 of online non-package bookings were made directly with suppliers. 27 of bookings were done with an exclusively internet-based travel operator. Online travel items booked mostly included flight and accommodation. In addition, 35.8 of online non-package travellers booked transfers. Package : 52.7 of package type travellers booked their trip to Malta online. 63.1 of online packages were bought from a tour operator/travel agency and 35.8 were bought exclusively from internet-based operators. Travel items included in package were mainly flight, accommodation and transfers. 29
Timing of Booking Arrangements Timing of Decision and Reservation Decision Booking 35.0 30.0 25.0 32.8 32.4 23.6 20.0 15.0 10.0 5.0 0.0 22.4 17.9 11.9 11.9 14.5 7.7 11.2 10.5 3.3 Less than 1 week 1 to 3 weeks 1 month 2 to 3 months 4 to 6 months Over 6 months -Around 33 of British tourists decided to travel to Malta 2 to 3 months prior to departure date; for some (23.6) the Malta trip was planned 4 to 6 months in advance. - Slightly more than three out of ten UK tourists booked their trip to Malta 2 to 3 months in advance, whilst 22.4 of UK tourists made their booking arrangements 4 to 6 months prior to departure. - Late booking arrangements accounted for 30.8 of UK tourists, making their reservations 4 weeks or less prior to departure. 30
Airports of Departure Gatwick (London) Manchester Heathrow (London) Bristol International Luton (London) Stansted (London) Birmingham International Newcastle Airport Edinburgh Airport Leeds Bradford International Main Airports of Departure Year 2013 2.5 4.5 4.1 4.0 3.9 5.8 5.8 11.8 15.7 28.4 Airport of Departure Year 2013 Year 2012 London Gatwick 28.4 26.6 Manchester 15.7 17.0 London Heathrow 11.8 9.7 Indications from MTA s Market Profile Survey show that, in 2013, London Gatwick, Manchester and London Heathrow airports remained the main points of departure for British respondents. When compared to 2012, both London Gatwick and London Heathrow airport gained market share. 0 10 20 30 40 Per cent 31
Part 3: Experiencing the Maltese Islands 32
Visit to Malta Year 2013 Year 2012 Experience of Malta: First visit 50.1 47.5 Repeat visit 49.9 52.5 Number of previous visits: 1 time 29.3 26.2 2 to 3 times 26.5 29.6 4 to 6 times 18.0 19.8 7 times and over 26.2 24.4 Out of previous visitors: Visited Gozo 73.9 77.2 Been on a cruise trip to Malta 9.2 8.3 33
Type of Visit Breakdown of respondents by type of visit: Average Length of Stay Malta only 91.7 9.1 Gozo only 4.8 9.2 Two-centre holiday Malta and Gozo 3.5 12.1 Total number of respondents who slept in the Maltese Islands 100.0 9.2 - The large majority (91.7) slept in Malta only. - 4.8 of all UK surveyed tourists had a Gozo-only holiday. - 3.5 opted for a two-centre stay in Malta and Gozo. 34
Length of Stay Duration of Visit (in Malta) Year 2013 Year 2012 80.0 70.0 60.0 50.0 40.0 30.0 20.0 10.0 0.0 62.3 62.5 29.2 26.2 8.3 3.3 3.0 5.2 1 to 3 nights 4 to 7 nights 8 to 14 nights Over 14 nights - 62.3 of British surveyed respondents stayed in the Maltese Islands for 4 to 7 nights. - Average length of stay in 2013 was 8.9 nights. 35
Type of Accommodation Used 5 star hotel 4 star hotel 3 star hotel 2 star hotel Tourist village Apart-hotel Guesthouse/hostel Self-catering/apartment Farmhouse/villa Timeshare Host family Friends /relatives house Own private residence Accommodation Used Year 2013 0.7 0.1 1.1 7.2 5.6 2.4 0.6 0.2 3.2 1.3 11.5 22.5 43.2 Slightly more than eight out of ten respondents stayed in collective accommodation mostly within the 4 star category. Nearly 23 of respondents stayed in five star hotels. 8 of respondents opted for self-catering accommodation. 0 20 40 60 80 Per cent 36
Locality Stayed In Qawra Sliema St. Julians Mellieha Floriana Golden Bay Bugibba St. Paul s Bay Gzira Valletta Ghadira Marfa Salina Cirkewwa Xaghra (Gozo) Ghajnsielem (Gozo) Marsalforn (Gozo) San Lawrenz (Gozo) Sannat (Gozo) Marsaskala Xlendi (Gozo) Other Attard Main Locality of Accommodation 5.1 4.6 4.4 3.8 3.5 2.7 2.6 2.3 1.5 1.2 1.0 0.9 0.9 0.7 0.7 0.6 0.5 0.5 0.5 9.9 14.2 14.1 19.5 0.0 5.0 10.0 15.0 20.0 25.0 Per cent Nearly three out of ten respondents stayed in St.Paul s Bay area, mostly in Qawra. 18.0 of respondents stayed in Northern area whereas 17.8 opted to stay in Sliema area. 5.9 of respondents mentioned Gozo as main locality stayed in. Localities grouped by Area St.Paul's Bay Area 27.9 Northern Area 18.0 Sliema Area 17.8 St. Julians Area 14.5 Floriana/Valletta Area 7.8 Gozo 5.9 Other 5.4 South Area 1.8 Attard/Rabat/Mdina Area 0.9 37
Basis of Accommodation Timeshare Self-catering All Inclusive Full board Basis of Accommodation 2012 2013 4.8 5.2 14.2 17.0 11.5 14.0 1.7 1.5 During 2013, the largest share of respondents (30.8) opted to stay on a bed and breakfast basis followed by 26.9 who opted to stay on half board basis. A significant 17.0 were on self-catering basis. Half board Bed and breakfast 26.9 28.1 30.8 35.8 Bed only 3.9 4.6 0.0 10.0 20.0 30.0 40.0 Per cent 38
Travelling Party Year 2013 () Year 2012 () Alone 7.6 8.9 With spouse/partner 63.5 64.8 With family 17.8 17.1 With friends 9.0 7.5 In an organised group 1.9 1.4 With business associates 0.3 0.3 Average number of people in travelling party 2.2 people 2.1 people 39
Activities Engaged In Survey results indicate that during stay the UK respondents engaged in a variety of activities. Top activities by UK respondents include visiting historical sites, churches and dining. Activities featuring a higher participation in the offpeak months mainly include walking/hiking, visiting museums and spa. Total Peak Offpeak Total Peak Offpeak Sport/Outdoor Activities: Recreational Activities: Swimming 49.1 59.5 35.8 Spa/wellness 14.5 13.3 16.0 Diving 4.6 5.7 3.2 Shopping 56.0 57.6 53.9 Other watersports 4.2 5.9 2.1 Nightlife/clubbing 5.0 5.6 4.3 Walking/hiking 41.5 38.9 44.8 Dine at restaurants 70.2 73.5 65.9 Climbing 0.7 1.0 0.4 Casino 1.7 1.4 1.9 Golf 0.3 0.4 0.2 Cinema 4.0 3.1 5.1 Attend sports events 2.2 1.6 3.0 Participate in sports events 1.1 1.2 1.0 Cultural Activities: Attend cultural events: Go sightseeing 91.0 91.2 90.9 Theatrical performance 2.3 2.1 2.5 Visit historical sites 75.1 75.2 74.8 Dance 1.7 1.1 2.4 Visit museums 48.8 46.3 52.0 Opera 0.5 0.4 0.5 Visit churches 63.3 62.2 64.7 Music/concert 5.1 4.7 5.7 Visit arts/crafts sites 32.7 32.1 33.5 Festas/folk/festival 10.0 13.1 6.0 Visit local produce sites 20.4 20.2 20.7 Visual arts 3.7 3.8 3.6 40
Localities Visited in Malta (Multiple Response) Year 2013 () Year2012 () Valletta 87.4 88.1 Mdina/Rabat 64.0 68.1 Three Cities 26.7 26.8 Marsascala 9.8 11.7 Mellieha 36.2 37.5 Sliema 64.0 66.2 St Julians 43.0 45.7 Paceville 17.6 16.2 St Paul's Bay/Bugibba/Qawra 56.4 61.3 Dingli 15.6 16.0 Marsaxlokk 39.6 39.3 Mosta 39.7 45.4 Hagar Qim/Mnajdra 11.9 12.3 Wied iz-zurrieq/blue Grotto 16.3 15.3 41
Gozo Visit Year 2013 Year 2012 Been to Gozo 53.6 51.7 More than a one night stay A one night stay A day trip Type of Gozo visit 0.7 1.7 14.3 14.8 2012 2013 85.0 83.5 0.0 20.0 40.0 60.0 80.0 100.0 Per cent 53.6 of respondents visited Gozo during their trip. The large majority of Gozo visitors were day trippers. Respondents spending a night or more in Gozo opted for the following duration of stay: 1 night: 6.8 2 to 3 nights: 10.2 4 to 7 nights: 51.9 8 to 14 nights: 26.7 Over 14 nights: 4.4 Average length of stay: 7.5 nights 42
Localities Visited in Gozo (Multiple Response) Year 2013 () Year 2012 () Citadel/Victoria 83.2 81.1 Marsalforn 34.7 34.3 Xlendi 47.5 46.2 Ggantija 33.2 32.0 Dwejra/Azure Window 62.6 58.3 Ta' Pinu Basilica 32.4 32.0 Ramla Bay 34.8 33.7 Other 9.3 8.9 43
Comino Visit Visit to Comino During 2014, one out of four British respondents visited Comino during their stay. Year 2012 23.1 Yes No 76.9 Year 2013 25.3 74.7 0 20 40 60 80 100 44
Expenditure Per stay Per day Cost of holiday booking 724.5 87.0 Expenditure during stay 347.5 42.0 Cost of holiday booking includes: Flight 98.2 Accommodation 92.1 Excursions 11.1 Transfers 59.1 Vehicle hire 12.2 Other 6.4 45
Per cent Hospitality of the Local People 80 Hospitality of the Local People 2013 2012 70 60 50 59.2 61.7 40 30 20 34.9 34.9 10 0 2.9 2.5 0.6 0.7 0.3 0.2 Very Good Good Not so Good Poor Very Poor Most UK tourists were impressed with the high levels of hospitality that Maltese and Gozitan people have offered. 59.2 rated the local s hospitality as very good whilst 34.9 assigned good ratings. 46
The Malta Experience Rating of the Malta Experience Exceeded Expectations Up to Expectations Below Expectations Year 2012 30.8 62.7 6.5 In 2013, Malta lived up to the expectations for almost 62 of British respondents. Furthermore, the Malta experience exceeded the expectations of nearly one third of respondents. Year 2013 32.3 61.5 6.2 0 20 40 60 80 100 47
Recommend Malta Year 2013 Year 2012 Would recommend Malta 92.6 92.6 Recommend YES (93.7 out of total recommendations) Maltese people (friendly, helpful, hospitable) Good weather Culture, history, architecture, tradition It s a good experience, nice atmosphere, lovely Interesting things to do, variety Relaxing, peaceful, enjoyable Good value, good price Nice landscape, nature Safe Easy to get around My favourite holiday, love Malta, always come here Good for swimming Original particular unique 48
Intend to Visit Malta Again Year 2013 Year 2012 Intend to visit Malta again 82.5 85.4 When to visit again: - 1 less than one year 21.0 20.3 - In 1 to 2 years 44.3 45.0 - In 3 to 4 years 22.1 23.2 - In 5 years or more 12.6 11.5 49
Main Words Associated with Malta Base 100 (N= 6,356 responses) 50