France MARKET PROFILE

France MARKET PROFILE Year 2010 Results of a survey carried out between January to December 2010 Malta Tourism Authority Research Unit Market Support & Development

Market Dynamics January to December 2010 Source: NSO Total French Market Absolute Change (France) 10/09 Percentage Change (France) 10/09 Tourist Departures 1,332,086 86,475 14,545 20.2 Nights spent 11,121,273 669,124 83,018 14.2 Average length of stay 8.3 7.7-0.4-4.9 Expenditure ( 000s) 1,127,838 74,915 13,360 21.7 Av. Expenditure per capita ( ) 847 866 10 1.2 France s share out of total visits 6.1 in 2009 6.5 in 2010

Purpose of Visit Holiday remains the main purpose of visit accounting for 78.0 of total visits by French tourists. Both business travel and VFR remained relatively constant when compared to same period last. Holiday Business VFR Other Source: NSO French Tourists by Purpose of Visit 9.1 8.7 3.5 3.8 Year 2010 Year 2009 9.4 8.1 78.0 79.5 0 20 40 60 80 100

Market Profile Key Findings The results of this survey are based on a sample of 825 respondents, residing in France. Data was collected during the period January to December 2010.

Part 1: Socio-Demographics

Region of Residence Region of Residence Ile de France Rhone Alpes Provence Alpes Cote d Azur Aquitaine Bretagne Midi-Pyrenees Languedoc-Roussillion Pays de la Loire 5.8 5.0 4.3 3.8 3.6 12.2 10.7 31.9 Similar to the previous year, in 2010, most French respondents originated from: - Ile de France (31.9) - Rhone Alpes (12.2) - Provence Alpes Cote d Azur (10.7) Centre Nord Pas de Calais Bourgogne Basse-Normandie 3.5 3.2 2.6 2.1 Other French visitors came from the regions of Aquitaine, Bretagne and Midi-Pyrenees. Auvergne 1.9 0 10 20 30 40

Socio-Demographics Gender Male Female Marital Status Single Married/Living together Divorced/separated Widowed Year 2010 47.9 52.1 15.4 73.0 8.0 3.7 Year 2009 45.7 54.3 16.6 73.1 7.2 3.2

Age France: Age Groups Year 2010 Year 2009 Under 19 0.8 1.3 19-24 4.1 4.1 25-34 35-44 15.9 16.8 16.0 15.8 45-54 22.8 25.5 24.6 55-64 21.3 Over 65 years 15.7 15.4 0 5 10 15 20 25 30 Average Age: Year 2010: 49 years Year 2009: 48 years During 2010, French tourists visiting Malta were on average 49 years of age. Similar to the previous year, the largest age brackets comprised tourists aged between 55 to 64, closely followed by those tourists aged between 45 to 54 years. Whilst the 55-64 age bracket registered an increase, the 45-54 age bracket declined when compared to 2009.

Occupation & Net Income Full-time Occupation Director 4.2 Manager 35.6 Office / retail worker Professional Skilled w orker / Tradesman Manual w orker Self-employed Student Housewife Unemployed 9.4 6.1 4.6 2.2 4.7 3.9 1.1 0.5 Retired 27.5 0 10 20 30 40 50 Percent Around one third of respondents were managers whilst one in every four respondents were retired. A further 9 were office/retail workers. French tourists visiting Malta during 2010 earn an average of 3,057 per month. Net Income per month: 3,057

Readership Commonly read newspapers include the daily versions of: Le Monde (21.3) Le Figaro (10.7) Liberation (6.8) L Equipe (5.1) Ouest France (4.3) Le Parisien (3.8) Les Echos (3.7) The magazines which scored the highest readership were: Le Point (5.9) Express (4.8) Telerama (4.7) Nouvelle Observateur (4.2) Femme Actuelle (3.9) Elle (3.6)

Internet Access Year 2010 Year 2009 Access to internet - From home - From work - From other pc - No access Website accessed on a regular basis - Google - Facebook - Yahoo - Orange - MSN - Voyages - Meteo 89.2 52.8 7.9 3.8 22.7 8.5 7.6 6.3 4.9 2.6 2.5 87.3 54.0 6.2 4.4 24.8 5.6 8.4 6.0 6.3 1.1 1.7

Internet Usage Year 2010 Year 2009 Internet Usage - Search for travel info online - Book travel online Website used for booking purposes - Expedia - Opodo - Booking - Last Minute - Go Voyages - SNCF - Voyages SNCF 95.2 74.5 9.6 9.1 7.1 6.9 6.0 5.8 5.3 91.9 69.2 9.6 10.6 4.3 9.5 6.4 8.4 5.9

Last two holidays Last Two Holidays Main Countries (Multiple Response) 12.0 10.0 11.0 10.6 Percent 8.0 6.0 4.0 2.0 5.0 4.4 4.0 3.4 3.1 3.1 2.6 2.4 2.3 2.0 0.0 Italy Spain USA Morocco Tunisia Greek Islands Egypt Greece Portugal Turkey Croatia Czech Republic Prior to visiting Malta, most French tourists took their last two holidays in Italy and Spain. Other destinations visited were the USA, Morocco and Tunisia.

Competing destinations Main Countries Considered Prior to Choosing Malta 12.0 10.9 10.0 8.0 8.1 7.3 7.1 Percent 6.0 4.0 5.8 5.2 4.7 4.4 4.1 3.9 3.3 3.1 2.9 2.9 2.0 0.0 Greece Italy Greek Islands Spain Sicily (Italy) Cyprus Morocco Croatia Turkey Portugal Canary Islands Egypt Madeira (Portugal) Tunisia Greece, Italy, the Greek Islands and Spain were the top destinations considered by French tourists prior to choosing Malta. These were followed by Sicily, Cyprus, Morocco and Croatia.

Part 2: Journey to the Maltese Islands

Sources of Influence (Multiple Responses) Year 2010 () Year 2009 () Newspaper/magazine advert Newspaper/magazine article Recommendation by travel agent Travel guide 1.9 2.7 10.8 13.3 2.0 3.6 12.9 13.4 Word of mouth recommendation remained the main source of influence for 31 of respondents. Tour operator brochure TIO literature Recommendation by friends/family Travel show/fair Internet Previous visit TV advert TV programme 15.3 1.6 31.3 1.1 25.0 8.7 0.7 5.7 15.5 1.5 32.1 1.4 25.4 7.3 0.9 4.8 The internet remained the second influential source for one in every four French visitors. Moreover, similar to the previous year, the tour operator brochure retained its third position, influencing 15 of total respondents. Promotional material 2.4 2.2 Radio 0.0 0.2 Rank 1 Rank 2 Rank 3

Reason for choosing Malta (Multiple Responses) A new place to go As a result of a previous visit Year 2010 () 50.9 6.8 Year 2009 () 52.5 7.3 Similar to 2009, agreeable climate was the prime motivator for French surveyed tourists visiting Malta during 2010. Agreeable climate History/culture Accessibility Recommendation by friends/relatives 59.3 42.1 26.4 9.2 60.2 41.4 22.3 10.7 Novelty of destination retained its second position, however recording a slight decline in market share when compared to the previous year. Cost/value for money English spoken widely 28.7 9.6 29.8 9.4 History and culture was the third motivator for choosing Malta. Only place available Maltese hospitality Rank 1 Rank 2 Rank 3 2.5 3.9 2.0 3.2 Other mentioned reasons were value for money and flight accessibility.

Type of Arrangement Type of Booking Arrangement Year 2010 Year 2009 A package 52.4 49.4 Non-package (separate bookings for each travel element) 36.6 40.6 Partly package/partly nonpackage 11.0 10.0 0.0 20.0 40.0 60.0 Percent - In 2010, half of French visitors bought a package trip whilst a further 41 of French respondents bought a non-package trip. Findings also indicate that the share of package bookings declined slightly whilst the share of non-package bookings increased. - Package trips were mostly bought from tour operators/travel agents. - Non-package trips were mostly booked with exclusively internet based operators and directly with suppliers.

Type of Arrangement Package Non- Package Partly Package/ Partly Non- Package Total N= 395 325 80 800 Share of Total 49.4 40.6 10.0 100.0 Booking Operator Tour operator/travel agent 73.4 9.5 51.3 45.3 Directly with supplier 1.0 40.3 6.3 17.5 Exclusively internet-based operator 22.8 54.2 40.0 37.3 Booking Arrangement: Flight 85.3 99.7 97.5 92.4 Vehicle hire 7.6 24.0 22.5 15.8 Accommodation 84.3 91.4 91.3 87.9 Site/attraction visits 7.8 3.7 6.3 6.0 Transfers 51.9 16.9 42.5 36.8 Event tickets 0.5 0.6 0.0 0.5

Type of Arrangement Package Three of every four package holidays were bought from a tour operator/travel agent. One fourth of package holidays were bought from an exclusively internetbased operator. The package mainly included flight, accommodation and transfers. Non-package 54 of non-package trips were bought from exclusively internet-based operators. Two in every five non-package trips were bought directly from suppliers. Travellers opting for non-package type of travel arrangement mostly booked flight and accommodation whilst one fourth booked vehicle hire. Travel Operators Most mentioned tour operators/travel agents include: FRAM, Donatello, Thomas Cook, Opodo and Touristra Vacances. Most mentioned internet-based travel operators include: expedia, booking, lastminute, opodo, SNCF and voyage prive.

Internet Booking for the Malta Trip Internet Bookings for the Malta Trip 70 60 50 40 30 20 10 Year 2010 58.5 Year 2009 56.3 0 Yes The share of online bookings for the Malta trip by French surveyed tourists increased slightly from 56.3 in 2009 to 58.5 in 2010.

Type of Arrangement of Internet Bookers Package Non- Package Partly Package/ Partly Non- Package Total N= 109 285 42 436 Internet Booking YES 30.5 92.2 53.8 58.6 Online Booking made with: Tour operator/travel agent 20.2 4.6 16.7 9.6 Directly with supplier 2.8 44.2 11.9 30.7 Exclusively internet-based operator 74.3 57.5 71.4 63.1 Online Booking Arrangement Flight 93.6 97.2 100.0 96.6 Vehicle hire 8.3 22.5 33.3 20.0 Accommodation 91.7 87.4 85.7 88.3 Site/attraction visits 6.4 3.9 4.8 4.6 Transfers 45.0 16.1 23.8 24.1 Event tickets 0.0 0.0 0.0 0.0

Type of Arrangement of Internet Bookers 58.6 of total respondents booked travel online. Non-Package The large majority (92) of non-package type travellers booked their trip online. Around three of every five non-package internet bookings were booked with exclusively internet-based operators whilst around two in every five non-package internet bookings booked directly with suppliers. Travel items booked mostly include flight and accommodation. In addition one in every five non-package internet bookers vehicle hire. Package Around one third of package type travellers booked their trip online. Three of every four online package trips were booked with exclusively internet-based operators whilst one fifth 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 50.0 40.0 33.4 30.0 20.5 17.9 33.8 18.9 20.0 10.0 0.0 8.7 6.0 15.2 17.1 15.2 9.1 4.3 Less than 1 week 1 to 3 weeks 1 month 2 to 3 months 4 to 6 months Over 6 months - One third of respondents decided to travel to Malta 2 to 3 months in advance whilst for another 28 of respondents the Malta trip was planned over 4 months in advance. - Late booking arrangements accounted for three in every ten respondents, making their reservations 3 weeks or less prior to departure.

Airport of Departure Main Airports of Departure Year 2010 Year 2009 Paris Orly Paris Roissy C harles de Gaulle 16.7 18.2 Marseille Marignane Provence 15.9 10.4 Toulouse-Blagnac 9.0 9.6 41.0 41.6 MIA Passenger Movements Paris-Orly Paris-Charles de Gaulle Marseille Lyon-Saint Exupery Year 2010 38.4 27.5 15.4 8.5 Year 2009 49.8 20.9 8.0 9.6 7.2 Lyon-Saint Exupéry 10.0 0 10 20 30 40 50 Source: MTA Market Profile Survey Toulouse-Blagnac 4.4 Lourdes/Tarbes 4.0 Nantes-Atlantique 0.5 METZ/Nancy 0.4 Source: MIA Passenger Movements 5.6 4.1 0.8 0.4 The market profile findings and the MIA data are very much in line and both indicate that Paris Orly remained the main airport of departure followed by the other Paris airport, Charles de Gaulle. Marseille ranked third, gaining market share when compared to 2009. This may be attributable to the new twice weekly flights introduced by Ryanair in May 2010.

Part 3: Experiencing the Maltese Islands

Visit to Malta Year 2010 Year 2009 Experience of Malta: First visit Repeat visit Number of previous visits: 1 time 2 to 3 times 4 to 6 times 7 times and over During previous visit: Visited Gozo Been on a cruise trip to Malta 88.5 11.5 54.8 27.4 7.1 10.7 61.5 12.4 90.0 10.0 55.8 20.8 10.4 13.0 64.1 18.2

Type of Visit Breakdown of respondents by type of visit: Malta only Gozo only Comino only Malta and Gozo Malta and Comino Gozo and Comino Malta and Gozo and Comino Total number of respondents who slept in the Maltese Islands 87.5 2.4 0.0 10.1 0.0 0.0 0.0 100.0 Average Length of Stay 7.2 11.5-11.6 - - - 7.7 - The large majority (88) slept in Malta only, with an average length of stay of 7.2 nights. - 2.4 of all French surveyed tourists slept in Gozo only. - One in every ten respondents took on a two-centre stay in Malta and Gozo.

Length of stay Duration of Visit (in Malta) Year 2010 Year 2009 100.0 80.0 71.6 72.3 60.0 40.0 20.0 0.0 7.7 18.6 18.8 5.2 2.0 3.7 1 to 3 nights 4 to 7 nights 8 to 14 nights Over 14 nights - In 2010, tourists spent an average of 7.7 nights in the Maltese islands. - The majority of French surveyed tourists spent 4 to 7 nights in Malta followed by another 19 of total respondents that spent 8 to 14 nights. - 7.7 came to Malta for a short break of 1-3 nights, registering an increase when compared to the previous year.

Type of Accommodation Used Accommodation Used 5 Star hotel 4 star hotel 3 star hotel 2 star hotel Tourist village Apart-hotel 2.6 0.2 4.1 17.2 21.2 42.3 91.7 of total respondents used collective accommodation: 83.7 stayed in hotels and 8.0 stayed in other collective accommodation. Guesthouse/hostel Self-c atering flat/apt Villa/farmhouse Timeshare 3.7 3.2 1.0 0.4 4-star hotel accommodation was the preferred type of accommodation. Host family Friends/Relatives house Own private residence 1.8 1.6 0.6 0.0 10.0 20.0 30.0 40.0 50.0 Percent 8.2 used private accommodation, mostly self-catering accommodation.

Locality Stayed In Locality of Accommodation Sliema St. Julians Qawra Valletta Mellieha Cirkewwa Gzira Floriana Ghadira Marfa St. Paul s Bay Bugibba Xlendi (Gozo) Gharb (Gozo) San Lawrenz (Gozo) 6.1 6.0 5.8 5.1 4.7 4.4 3.8 3.0 1.9 1.3 0.5 0.4 14.8 16.3 18.3 During 2010, 96 of French tourists stayed in Malta whilst 4 stayed in Gozo. 41 of total respondents preferred to stay in the St Julians/Sliema/Gzira area whilst the northern part of Malta (Mellieha/ Marfa/ Selmun/Ghadira/Cirkewwa/ Golden Bay) was chosen by 20 of respondents. An additional 20 of respondents preferred to stay in St Paul s Bay/Bugibba/Qawra area. 0.0 5.0 10.0 15.0 20.0

Basis of accommodation Basis of Accommodation Year 2010 Year 2009 Timeshare 1.9 1.5 Self-catering 5.6 7.0 All Inclusive 3.6 3.0 Full Board 7.2 10.4 Half Board 31.9 38.6 Bed and Breakfast 34.7 40.3 Bed only 8.3 5.8 0.0 10.0 20.0 30.0 40.0 50.0 Bed and breakfast type of accommodation was the preferred choice for 40 of respondents, registering an increase of 5.6 percentage points when compared to 2009. Half board basis of accommodation ranked second recording a decline when compared to the previous year.

Travelling party Alone With spouse/partner With family With friends In an organised group With business associates Average number of people in travelling party Year 2010 () 8.1 52.8 21.1 10.2 6.7 1.2 2.3 people Year 2009 () 7.0 52.8 19.6 12.5 6.2 1.9 2.4 people

Activities Engaged In Sport/Outdoor Activities: Swimming 28.8 Diving 5.2 Other watersports 1.9 Walking/hiking 41.9 Climbing 0.2 Golf 0.2 Attend sports events 1.5 Participate in sports events 0.1 Cultural Activities: Go sightseeing 77.5 Visit historical sites 87.6 Visit museums 69.2 Visit churches 79.3 Visit arts/crafts sites 28.2 Visit local produce sites 14.2 Recreational Activities: Spa/wellness 16.6 Shopping 52.6 Nightlife/clubbing 6.3 Dine at restaurants 70.2 Casino 4.5 Cinema 1.2 Attend cultural events: Theatrical performance 1.0 Dance 1.7 Opera 0.4 Music/concert 5.0 Festas/folk/festival 12.8 Visual arts 4.2 Visiting historical sites, churches and museums, dining, shopping and walking/hiking are popular activities with the majority of French tourists visiting Malta.

Localities visited in Malta (Multiple Response) Valletta Mdina/Rabat Three cities Marsascala Mellieħa Sliema St Julians Paceville St Paul s Bay/ Buāibba/ Qawra Dingli Marsaxlokk Mosta Ħaāar Qim/ Mnajdra Wied iŝ-śurrieq/ Blue Grotto Year 2010 () 96.6 82.2 49.2 18.8 37.0 59.4 47.0 21.9 48.0 29.8 51.5 43.3 26.5 30.7 Year 2009 () 96.3 82.4 52.7 20.5 42.9 57.8 47.1 26.3 49.3 28.6 54.9 51.0 23.6 29.2

Been to Gozo () Gozo visit Year 2010 78.3 Year 2009 79.6 78 of total respondents went to Gozo. Most French surveyed tourists went to Gozo on a day trip. 100.0 80.0 60.0 40.0 83.5 87.6 Type of Gozo Visit Year 2010 Year 2009 The share of French tourists who engaged in a more than a one night stay stood at 13.9. Out of these, 6.0 took a Gozo-based holiday and 7.9 took a two-centre holiday (not Gozo based). The average length of stay of those respondents staying in Gozo stood at 5.2 nights. 20.0 0.0 Day trip 2.6 1.4 6.0 5.0 7.9 5.9 One night stay Gozo-based Tw o-centre The share of French tourists spending a one night stay or more in Gozo was as follows: 1 to 3 nights - 58.0 4 to 7 nights 26.0 8 to 14 nights 10.0 Over 14 nights 6.0

Localities visited in Gozo (Multiple Response) êittadella/victoria Marsalforn Xlendi Āgantija Dwejra/Azure Window Ta Pinu Basilica Ramla Bay Other Year 2010 () 89.6 42.5 47.8 39.2 56.4 30.6 24.0 8.0 Year 2009 () 91.7 41.0 47.2 39.3 59.1 33.1 22.4 4.5

Comino Visit During 2010, fewer French respondents paid a visit to Comino. In fact, the share of Comino visitors registered a decline of 6.4 percentage points when compared to 2009. Visit to Comino Yes No Year 2009 28.8 71.2 Year 2010 22.4 77.6 0 50 100

Expenditure Expenditure prior to departure Expenditure during stay Per stay 666.61 309.33 Per day 93.64 47.57 Expenditure prior to departure includes: Flight Accommodation Excursions Transfers Vehicle Hire Other 95.5 89.5 16.4 42.3 14.1 7.1

French tourists associate Malta with: 15.3 9.7 8.5 8.3 5.6 5.5 3.8 3.5 3.3 3.1 2.6 1.7 1.7 1.5 History, culture, heritage, tradition Sunshine, sunny island, blue sky Amazing, brilliant, enjoyable, attractive Friendly, hospitable, helpful, welcoming Sea, beaches, coast, fish Relaxing, peaceful, serene, tranquil Weather, climate Pleasant Warm Picturesque, scenic, landscape Churches, Catholic Diversity, variety, rich Smiles, lively, colourful, bright Unique, particular, specific, original Base 100