Switzerland MARKET PROFILE Year 2013 Results of a survey carried out between January to December 2013 Malta Tourism Authority Research Unit Market Support & Development
Market Dynamics January to December 2013 Source: NSO Total Swiss Market Absolute Change (Switzerland) 13/12 Percentage Change (Switzerland) 13/12 Tourist Departures 1,582,153 28,702 +2,944 +11.4% Nights spent 12,890,268 258,647 +27,517 +11.9% Average length of stay Expenditure ( 000s) Av. Expenditure per capita ( ) 8.1 9.0 Constant Constant 1,440,379 36,277 +3,809 +11.7% 910 1,264 +3 +0.3% In 2013, Switzerland s share out of total visits remained constant at 1.8% During year 2013, a total of 28,702 Swiss tourists visited Malta, recording an increase of 11.4% when compared to year 2012.
Swiss Tourists Visiting Malta 2007-2013 Inbound Tourists from Switzerland 2007-2013 31,000 28,000 25,000 22,000 19,000 16,000 13,000 10,000 7,000 4,000 1,000 28,702 25,046 25,758 22,023 21,994 21,039 21,522 2007 2008 2009 2010 2011 2012 2013 Source: NSO In year 2013, inbound tourists from Switzerland amounted to 28,702, registering an increase of 2,944 tourists (or +11.4%) when compared to year 2012. Over a 6-year span (2007-2013), inbound tourists from Switzerland recorded an average annual growth rate of 4.5%.
Guest nights of Swiss Tourists 2007-2013 Guestnights by Swiss Tourists 2007-2013 300,000 258,647 250,000 228,108 220,904 231,130 200,000 196,732 182,904 187,125 150,000 100,000 50,000 2007 2008 2009 2010 2011 2012 2013 Source: NSO In year 2013, Swiss tourists spent a total of 258,647 nights, registering an increase of 27,517 nights (or +11.9%) when compared to year 2012. The average length of stay remained constant at 9.0 nights.
Expenditure of Swiss Tourists 2007-2013 In year 2013, Swiss tourists generated 36.3 million worth of expenditure. This represents an increase of 11.7% (or 3.8 million) when compared to year 2012. During year 2013, tourist expenditure recorded increases in all expenditure categories. 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 22,301 Expenditure by Inbound Swiss Tourists (in '000s Euros) 2007-2013 20,357 19,718 24,270 29,039 32,468 36,277 2007 2008 2009 2010 2011 2012 2013 Source: NSO ( 000s) Package Non-package expenditure Air/sea fares Accommodation Other expenditure Total 2011 10,431 4,245 3,625 10,738 29,039 2012 13,040 4,066 3,180 12,182 32,468 2013 14,562 4,519 3,865 13,330 36,277 % Change 13/12 11.7% 11.1% 21.5% 9.4% 11.7%
Purpose of Visit Swiss Tourists by Purpose of Visit Year 2013 Year 2012 Holiday remains the main purpose of visit for three in every four respondents. Holiday Business 8.6% 8.1% 75.5% 72.8% Business travel accounted for 8.6% of total respondents. VFR Other 4.3% 7.1% 11.6% 12.0% 0% 20% 40% 60% 80% 100% Source: NSO Switzerland by Purpose of Visit 2011 2012 2013 Absolute Change 2013/2012 % Change 2013/2012 Holiday 19,281 18,758 21,674 2,916 15.5% Business 1,986 2,076 2,471 395 19.0% VFR 1,172 1,831 1,232-599 -32.7% Other 2,607 3,094 3,325 231 7.5% Total 25,046 25,759 28,702 2,943 11.4%
MIA Passenger Movements by Airport Switzerland Two-Way MIA Data Year 2013 Year 2012 Abs Change % Change Pax 81,232 84,085-2,853-3.4% Seats 110,945 113,132-2,187-1.9% Flights 752 780-28 -3.6% Load Factor 73.2% 74.3% -1.1 % pts. MIA Pax Movements Most Serviced Airports Market Share Year 2013 Market Share Year 2012 Zurich 81.6% 80.7% Geneva 10.2% 7.6% Basel/Mulhouse 8.2% 11.8% TOTAL 100.0% 100.0% During year 2013, MIA passenger movements indicate a decline of 3.4% equivalent to 2,853 less two-way passengers or 1,427 less one-way passengers. Zurich remained the main airport of departure with a share of 81.6%. Source: MIA
Market Profile Key Findings The results of this survey are based on a sample of 193 respondents, residing in Switzerland. Data was collected during the period January to December 2013.
Part 1: Socio-Demographics
Region of Residence Region of Residence Zurich 21.5 Berne Vaud Aargau Lucerne Basel-City Geneva 8.6 8.0 7.4 6.7 6.7 13.5 Similar to the previous year, during 2013 most Swiss tourists visiting Malta came Zurich and Berne. Fribourg 5.5 Ticino 4.9 St. Gallen 4.3 Valais 3.7 Neuchâtel 2.5 0.0 5.0 10.0 15.0 20.0 25.0 %
Socio-Demographics Year 2013 % Year 2012 % Gender Male 42.5 43.8 Female 57.5 56.3 Marital Status Single 17.1 14.1 Married/Living together 72.7 75.8 Divorced/separated 7.0 7.8 Widowed 3.2 2.3
Age Switzerland: Age Groups Year 2013 Year 2012 19-24 4.5 1.7 25-34 35-44 18.2 13.6 18.8 12.7 45-54 26.1 28.0 55-64 19.9 25.4 Over 65 years 12.5 18.6 0.0 10.0 20.0 30.0 % Average Age: Year 2013: 47 years Year 2012: 51 years During 2013, tourists visiting Malta were younger with an average age of 47 years. The largest age bracket comprised tourists aged between 45 to 54 years. In 2013, a shift towards a younger tourist can be noted, with a larger share of respondents aged between 19 and 44 years. In addition, a younger tourist visited Malta during Spring/Summer with an average age of 45 years. The average age went up to 49 years for those respondents visiting Malta during Autumn/Winter.
Occupation & Net Income Full-time Occupation Director 6.3 Manager 13.2 Office / retail worker 42.6 Professional Skilled worker / Tradesman 5.8 2.6 Manual worker 1.1 Self-employed 7.4 Student 3.7 Housewife 5.8 Unemployed 0.5 Retired 11.1 0.0 20.0 40.0 60.0 43% of respondents were office/retail workers whilst one fourth of respondents occupied a professional/ managerial occupation. In addition, one in every ten respondents retired. Swiss tourists visiting Malta during 2013 earn an average of 4,952 per month. Percent Net Income per month: 4,952
Readership Commonly read newspapers include the daily versions of: 20 Minuten (11.4%) Blick (6.4%) 24 Heurs (3.5%) Berner Zeitung (3.5%) Le Matin (3.5%) Le Temps (3.0%) Aarguaer Zeitung (2.5%) The magazines which scored the highest readership were: Spiegel (6.0%) Beobachter (4.0%) Cosmopolitan (3.3%) L Illustre(3.3%) Geo (2.6%) Schweizer Familie (2.6%) Schweizer Illsutrierte (2.6%) Stern (2.6%)
Internet Access Year 2013 % Year 2012 % Access to internet: - From home 92.7 90.8 - From work 66.3 58.5 - From other pc 13.5 6.9 - No access 1.6 3.8 Website accessed on a regular basis: - Google 33.2 29.0 - Bluewin 8.4 13.0 - Facebook 7.4 7.6 - Wikipedia 4.2 1.5 - MSN 2.6 3.1 - Tagesauzeiger 2.6 2.3-20 Minuten 2.6 - - Booking.com 2.1 -
Internet Usage Year 2013 % Year 2012 % Internet Usage: - Search for travel info online 95.8 96.0 - Book travel online 89.9 83.2 Website used for booking purposes: - Ebookers 20.8 16.8 - Booking 20.8 10.9 - Air Malta 5.4 5.0 - Expedia 5.0 2.5 - Easyjet 4.5 5.0 - Travel.ch 3.0 1.7 - Tripadvisor 2.5 3.4 - Swiss 2.5 - - Holidaycheck 2.0 3.4
Last two holidays Last Two Holidays - Main Countries 12.0 11.2 10.0 9.2 9.2 8.0 Pe ercent 6.0 4.0 2.0 4.5 3.9 3.6 3.6 2.8 2.8 2.5 2.2 2.2 2.0 2.0 0.0 Italy France Germany Spain England Austria Malta Canary Islands USA Portugal Greece Sweden Egypt Netherlands Prior to visiting Malta, most respondents took their last two holidays in Italy followed by France and Germany.
Competing destinations Main Countries Considered Prior to Choosing Malta 12.0 10.0 8.0 10.0 8.5 8.0 8.0 6.0 4.0 2.0 6.0 4.5 4.5 3.5 3.5 Percent 3.0 3.0 3.0 2.5 2.5 2.5 2.5 0.0 Greece Spain Canary Islands Italy Cyprus Egypt Turkey England Portugal Balearic Islands France Greek Islands Madeira (Portugal) Sardegna (Italy) Sicily (Italy) Tunisia Greece and Spain were the top destinations considered by Swiss tourists prior to choosing Malta. These were followed by the Canary Islands, Italy and Cyprus.
Part 2: Journey to the Maltese Islands
Sources of Influence (Multiple Responses) Newspaper/magazine advert Year 2013 (%) Year 2012 (%) Peak 2013 (%) Off Peak 2013 (%) 1.6 3.1 1.0 2.2 Word of mouth recommendation remained the main source of influence for three in every ten respondents. Newspaper/magazine article Recommendation by travel agent 5.7 7.7 5.8 5.6 11.9 10.0 13.6 10.0 Travel guide 10.9 8.5 7.8 14.4 Tour operator brochure 5.2 12.3 7.8 2.2 TIO literature 1.6 3.1 1.0 2.2 Recommendation by friends/family 31.1 30.0 34.0 27.8 Travel show/fair 3.6 3.1 5.8 1.1 Internet 25.4 27.7 23.3 27.8 Previous visit 24.4 26.2 25.2 23.3 TV advert 1.0 0.0 1.0 1.1 TV programme 3.6 3.1 1.0 6.7 Promotional material 0.5 3.1 1.0 0.0 Radio 0.0 0.0 0.0 0.0 Similar to the previous year, the internet and the previous visit remained the second and third main sources of influence. Further analysis indicates that whilst recommendation was the main influential source during the peak seasons (spring/summer), the internet together with recommendation influenced respondents during the off-peak seasons (autumn/winter).
Reason for Choosing Malta (Multiple Responses) Year 2013 (%) Year 2012 (%) Peak 2013 (%) Off Peak 2013 (%) New place to go 51.3 44.6 61.2 40.0 Result of previous visit 21.2 23.1 18.4 24.4 Agreeable climate 67.4 50.0 59.2 76.7 History/culture 36.8 40.8 35.0 38.9 Accessibility 34.7 32.3 35.9 33.3 Recommended by friends/relatives 17.6 15.4 21.4 13.3 Cost/value for money 30.6 24.6 30.1 31.1 English spoken widely 22.3 19.2 24.3 20.0 Only place available 1.6 1.5 1.0 2.2 Maltese hospitality 9.3 8.5 10.7 7.8 Two in every three Swiss respondents were motivated to visit Malta for its climate. Novelty was the second main motivator for half of respondents. Malta was also chosen for its history/culture, accessibility and price. Whilst the main five motivators remained the same during the peak (Spring/Summer) and offpeak (Autumn/Winter) seasons, novelty was the prime motivator during the peak season whilst climate was the top motivator during the offpeak season.
Type of Booking Arrangement Type of Booking Arrangement Year 2013 Year 2012 A package 43.1 46.8 Non-package (separate bookings for each travel element) 41.0 44.4 Partly package/partly nonpackage 8.7 16.0 0.0 20.0 40.0 60.0 Percent - In 2013, around two in every five respondents bought a package trip whilst an additional 41% of respondents bought a non-package trip. - Package trips were mostly bought from tour operators/travel agents. - Non-package trips were mostly booked directly with suppliers.
Type of Booking Arrangement Package Non- Package Partly Package/ Partly Non- Package Total Share of Total 43.1% 41.0% 16.0% 100.0% Booking Operator: (N=81) (N=77) (N=30) (N=188) Tour operator/travel agent 67.9% 18.2% 63.3% 46.8% Directly with supplier 2.5% 59.7% 6.7% 26.6% Exclusively internet-based operator 28.4% 29.9% 33.3% 29.8% Booking Arrangement: Flight 96.3% 100.0% 96.7% 97.9% Vehicle hire 11.1% 23.4% 40.0% 20.7% Accommodation 93.8% 90.9% 100.0% 93.6% Site/attraction visits 4.9% 1.3% 6.7% 3.7% Transfers 67.9% 27.3% 56.7% 49.5% Event tickets 1.2% 0.0% 3.3% 1.1%
Type of Booking Arrangement Package Over two thirds of package holidays were bought from a tour operator/travel agent. 28% of package holidays were bought from an exclusively internet-based operator. The package mainly included flight, accommodation and transfers. Non-package Three in every five non-package trips were booked directly with suppliers. 30% of non-package bookings were booked from exclusively internet-based operators. Travellers opting for non-package type of travel arrangement mostly booked flight and accommodation. Transfers were booked by 27% of respondents whilst vehicle hire was booked by 23% of respondents. Travel Operators Hotelplan was the most mentioned tour operators/travel agent. Others include: FTI, Kuoni, TUI, Rolf Meier and Sbb Reiseburo. Booking.com was the most mentioned internet-based travel operators. Others include: Ebooker, Travel, Expedia, Denner.ch, and Bookers.com.
Internet Booking for the Malta Trip 80.0 Internet Bookings for the Malta Trip Booking Arrangement of Internet Bookers 70.0 % 60.0 50.0 40.0 Year 2013 69.4% Year 2012 65.6% 19.0% 28.6% 30.0 20.0 10.0 0.0 Yes 52.4% A Package Non-package (separate bookings for each travel element) Partly package, partly non-package Seven in every ten Swiss surveyed tourists booked their Malta trip online. The share of online bookings registered an increase when compared to year 2012. Almost half of internet bookers booked a non-package whilst around 29% of internet bookers booked a package trip.
Type of Booking Arrangement of Internet Bookers Package Non- Package Partly Package/ Partly Non- Package Total Internet Booking: YES 46.8% 88.0% 80.0% 69.2% Internet Booking made with: (N=36) (N=66) (N=24) (N=126) Tour operator/travel agent 36.1% 6.1% 54.2% 23.8% Directly with supplier 5.6% 68.2% 8.3% 38.9% Exclusively internet-based operator 58.3% 34.8% 41.7% 42.9% Internet Booking Arrangement: Flight 86.1% 100.0% 75.0% 91.3% Vehicle hire 16.7% 22.7% 37.5% 23.8% Accommodation 80.6% 86.4% 62.5% 80.2% Site/attraction visits 5.6% 3.0% 4.2% 4.0% Transfers 52.8% 15.2% 33.3% 29.4% Event tickets 2.8% 0.0% 4.2% 1.6%
Type of Booking Arrangement of Internet Bookers Seven in every ten respondents booked travel online. Non-Package The majority (88%) of non-package type travellers booked their trip online. 68% of non-package internet bookings were booked directly with suppliers whilst over one third of non-package internet bookings were booked with exclusively internet-based operators. Travel items booked mostly include flight and accommodation. Vehicle hire was booked by 23% of respondents. Package 47% of package type travellers booked their trip online. Around three in every five online package trips were booked with exclusively internet-based operators whilst 36% of online package trips were booked with tour operators/travel agents. Travel items included in a package were mainly flight, accommodation and transfers.
Decision and Booking arrangements Timing of Decision and Reservation Decision Booking 40.0 30.0 35.7 32.2 % 20.0 19.9 19.3 18.1 19.9 20.5 10.0 0.0 1.8 4.1 less than one week 13.5 9.9 5.3 1 to 3 weeks 1 month 2 to 3 months 4 to 6 months Over 6 months - 36% of respondents decided to travel to Malta 2 to 3 months in advance; for three in every ten respondents the Malta trip was planned over 4 months in advance. - Late booking arrangements accounted for 35% of respondents, making their reservations 1 month or less prior to departure.
Airport of Departure Main Airports of Departure Year 2013 Year 2012 Zurich (Kloten) Geneve Milan Bergamo Basel Other 13.0 8.5 3.6 3.1 2.1 1.5 1.6 1.5 1.6 78.1 85.3 Similar to last year, in 2013, Zurich was the main airport of departure for the majority of respondents. Other airports used by Swiss surveyed tourists were Geneva and the Italian airports of Milan and Bergamo. 0.0 20.0 40.0 60.0 80.0 100.0 %
Part 3: Experiencing the Maltese Islands
Type of Visit Breakdown of respondents by type of visit: % Average Length of Stay Malta only 81.7% 8.1 Gozo only 11.8% 15.6 Comino only 0.5% 5.0 Two/three centre holiday 5.9% 11.7 Total number of respondents who slept in the Maltese Islands 100.0% 9.2 - The majority (82%) slept in Malta only, with an average length of stay of 8.1 nights. - 11.8% of all Swiss surveyed tourists slept in Gozo only. - 5.9% of total respondents took on a two/three centre stay in Malta, Gozo and Comino.
Visit to Malta Year 2013 % Year 2012 % Experience of Malta: First visit 68.9 64.8 Repeat visit 31.1 35.2 Number of previous visits (N=60): 1 time 37.3 34.9 2 to 3 times 27.1 34.9 4 to 6 times 17.0 11.6 7 times and over 18.6 18.6
Length of stay Duration of Visit (in Malta) Year 2013 Year 2012 70.0 60.0 50.0 58.3 65.2 40.0 % 30.0 28.2 26.8 20.0 10.0 0.0 8.6 3.6 4.9 4.5 1 to 3 nights 4 to 7 nights 8 to 14 nights Over 14 nights - Swiss surveyed tourists spent an average of 9.2 nights in the Maltese island. - When compared to the previous year, in 2013, a lower share of Swiss respondents spent 4 to 7 nights whilst a higher share of respondents visited Malta for a short break (1 to 3 nights).
Type of Accommodation Used Accommodation Used 5 Star hotel 30.5 4 star hotel 3 star hotel 2 star hotel Tourist village 0.5 0.5 8.4 41.1 84.6% of total respondents used collective accommodation: 81.0% stayed in hotels and 3.6% stayed in other collective accommodation. Apart-hotel Guesthouse/hostel Self-catering flat/apt Villa/farmhouse Timeshare Host family Friends/Relatives house 2.6 0.5 6.3 2.1 0.5 3.7 1.6 4-star hotel accommodation was the preferred type of accommodation for 41% of total respondents. In 2013, 14.8% used private accommodation, mostly staying in self-catering accommodation. Own private residence 1.1 0.0 10.0 20.0 30.0 40.0 50.0 Percent
Locality Stayed In Locality of Accommodation St. Julians 28.6 Sliema 14.1 Mellieha Qawra 9.7 9.2 Marfa Valletta Floriana 4.3 4.3 3.2 Ghadira 2.7 Golden Bay 2.2 Gzira 2.2 Bugibba 1.6 San Lawrenz (Gozo) 3.8 Xlendi (Gozo) 2.2 Xaghra (Gozo) 1.6 Ghasri (Gozo) 1.1 Marsalforn (Gozo) 1.1 Sannat (Gozo) 0.5 Comino 0.5 0.0 5.0 10.0 15.0 20.0 25.0 30.0 % The large majority (88.5%) of respondents stayed in Malta whilst 10.3% stayed in Gozo. A further 0.5% of respondents stayed in Comino. Three in every ten respondents preferred to stay in St Julian s area. One in every five respondents preferred to stay in the northern part of Malta (Mellieha/ Marfa/ Cirkewwa/ Golden Bay). 16% of respondents preferred the Sliema area whilst 13% of respondents chose St Paul s Bay area. Localities grouped by Area Year 2013 (%) St Julian s area 29.7 Northern area 20.0 Sliema area 16.3 St Paul s Bay area 12.9 Gozo area 10.3 Valletta/Floriana area 7.5 Attard/Mdina/Rabat area 1.1 South area 0.5
Basis of accommodation Basis of Accommodation Bed only Bed and Breakfast Half Board Full Board Year 2013 Year 2012 10.1 7.9 15.9 22.8 2.1 3.9 49.6 56.1 In 2013, 56% of respondents stayed on bed and breakfast basis of accommodation representing a higher share of respondents when compared to the previous year. All Inclusive Self-catering Timeshare 0.5 1.6 5.3 3.9 10.1 10.2 On the other hand, a decline in half board basis of accommodation was registered. 0.0 20.0 40.0 60.0 %
Travelling party Year 2013 (%) Year 2012 (%) Alone 12.0 11.0 With spouse/partner 54.3 51.2 With family 22.3 22.8 With friends 9.8 11.0 In an organised group With business associates Average number of people in travelling party 1.1 3.1 0.5 0.8 2.2 people 2.2 people
Activities Engaged In Overall, cultural activities were popular with Swiss surveyed tourists particularly the visiting of historical sites, churches and museums. Other activities engaged in included dining, shopping, swimming and walking/hiking. Swimming, nightlife/clubbing, festas, visiting local produce, watersports, diving, dining and dance/music/concerts were more common during the peak months of April to September. Spa/wellness, walking/hiking, visiting historical sites, museums, churches, shopping and cinema were preferred during the off-peak months of January to March and October to December. 2013 Total Peak Offpeak Total Peak Offpeak Sport/Outdoor Activities: % % % Recreational Activities: % % % Swimming 58.5 64.1 52.2 Spa/wellness 25.9 22.3 30.0 Diving 13.0 15.5 10.0 Shopping 62.7 61.2 64.4 Other watersports 5.2 7.8 2.2 Nightlife/clubbing 16.1 20.4 11.1 Walking/hiking 48.7 45.6 52.2 Dine at restaurants 81.9 83.5 80.0 Climbing 1.0 1.0 1.1 Casino 2.1 1.9 2.2 Golf 2.1 1.9 2.2 Cinema 4.1 2.9 5.6 Attend sports events 1.0 0.0 2.2 Participate in sports events 1.0 1.9 0.0 Cultural Activities: % % % Attend cultural events: % % % Go sightseeing 78.2 77.7 78.9 Theatrical performance 2.1 1.9 2.2 Visit historical sites 75.1 72.8 77.8 Dance 1.6 2.9 0.0 Visit museums 37.8 35.9 40.0 Opera 0.0 0.0 0.0 Visit churches 56.5 55.3 57.8 Music/concert 6.7 7.8 5.6 Visit arts/crafts sites 18.1 17.5 18.9 Festas/folk/festival 10.9 14.6 6.7 Visit local produce sites 12.4 15.5 8.9 Visual arts 3.6 2.9 4.4
Localities visited in Malta (Multiple Response) Year 2013 (%) Year 2012 (%) Valletta 87.6 83.1 Mdina/Rabat 72.5 62.3 Three cities 26.4 23.1 Marsascala 13.5 6.2 Mellieħa 30.6 36.2 Sliema 62.2 56.9 St Julian s 50.3 43.1 Paceville 30.6 21.5 St Paul s Bay/ Buġibba/ Qawra 38.9 46.2 Dingli 22.8 18.5 Marsaxlokk 39.4 35.4 Mosta 31.6 29.2 Ħaġar Qim/ Mnajdra 20.7 13.8 Wied iż-żurrieq/ Blue Grotto 29.5 21.5 The majority of respondents visited Valletta. Other popular localities were Mdina/Rabat, Sliema, St Julian s and Marsaxlokk.
Gozo visit Year 2013 Year 2012 Been to Gozo 71.4% 63.2% % 100.0 80.0 60.0 40.0 20.0 0.0 74.0 Type of Gozo Visit Year 2013 Year 2012 80.5 0.8 1.3 25.2 18.2 A day trip A one night stay More than a one night stay Seven in every ten respondents paid a visit to Gozo. Three in every four Swiss surveyed tourists went to Gozo on a day trip. The remaining 25% of respondents engaged in a more than a one night stay, representing a larger share of respondents when compared to the previous year.
Localities visited in Gozo (Multiple Response) Year 2013 (%) Year 2012 (%) Ċittadella/Victoria 77.3 78.6 Marsalforn 45.5 36.9 Xlendi 60.6 52.4 Ġgantija 38.6 31.0 Dwejra/Azure Window 68.2 70.2 Ta Pinu Basilica 28.0 25.0 Ramla Bay 42.4 34.5 Other 7.6 6.0
Comino Visit Visit to Comino During 2013, around one fourth of respondents paid a visit to Comino, registering an increase when compared to 2012. Yes No Year 2012 22.1 77.9 Year 2013 24.1 75.9 0% 50% 100%
Expenditure Per stay Per day Expenditure prior to departure 961.30 124.07 Expenditure during stay 448.79 56.18 Expenditure prior to departure includes: % Flight 96.7 Accommodation 92.8 Excursions 12.4 Transfers 49.0 Vehicle Hire 19.6 Other 13.1
Hospitality of the Local People Hospitality of the Local People Year 2013 Year 2012 60.0 56.0 % 50.0 40.0 30.0 20.0 43.6 31.2 47.3 10.0 0.0 8.5 8.8 2.4 0.5 1.6 Very Good Good Not so Good Poor Very Poor The majority of respondents (91%) were impressed with the high levels of hospitality that Maltese and Gozitan people have offered. In 2013, a higher share of respondents assigned very good ratings to Maltese hospitality.
Experience in Malta Rating of the Malta Experience Year 2012 24.2 Exceeded Expectations Up to Expectations Below Expectations 64.5 11.3 In 2013, Malta exceeded the expectations for a higher share of respondents (30%). Year 2013 29.8 63.3 6.9 0% 20% 40% 60% 80% 100% In addition, Malta lived up to the expectations of three in every five respondents.
Recommend Malta The large majority would recommend Malta - Yes Year 2013 Year 2012 Recommend Malta 94.1% 90.4% Why Yes (93.5% out of total recommendations) 1. Good experience, nice atmosphere 2. Agreeable climate 3. Culture, history, architecture, tradition 4. Nice landscape, nature 5. Interesting/variety of things to do 6. Hospitable /friendly locals 7. Relaxing, peaceful, enjoyable 8. Good for swimming 9. Short flight time 10. Original, particular, unique 11. Good value for money 12. Accessibility 13. Would recommend Gozo
Intention to visit Malta again Intention to visit Malta again Year 2013 Year 2012 Intend to visit Malta again 70.7 76.4 Three in every four respondents intend to visit Malta again. - In less than 1 year - In 1 to 2 years - In 3 to 4 years - In 5 years or more 14.3 12.7 32.5 29.1 28.6 27.8 24.6 30.4 47% of these respondents intend to re-visit in 2 years or less. 0.0 20.0 40.0 60.0 80.0 %
Swiss tourists associate Malta with: Base 100%; N= 487 words Out of total Words generated 87.3% were Positive and 5.7% were Negative, 7.0% were Neutral