Transcript www.mta.com.mt

SCANDINAVIAN
MARKET PROFILE
Year 2012
Results of a survey carried out between
January to December 2012
Malta Tourism Authority
Research Unit
Market Support & Development
Scandinavia Year 2012
1
Table of Contents
Market Dynamics ………………………………………....…………………………3.8
Part 1: Socio-Demographics
• Demographics …………………………………………………………………………………………… 11-15
• Media usage …………………………………………………………………………………………..….16-19
• Preferred destinations………………………………………………………………………………. 20-21
Part 2: Journey to the Maltese Islands
• Sources of influence ………………………………………………………………………......... 23-24
• Reasons for choosing Malta………………………………………………………….......... 25-26
• Booking arrangements ……………………………………………………………………..……..27-35
• Airport and airline used ……………………………………………………………………….....36-41
Part 3: Experiencing the Maltese Islands
• First time vs repeat visitors and type of visit ………………………………………. 43-44
• Length of stay and accommodation used …………………………………………..… 45-48
• Travelling party ………………………………………………………………………………………….… 49
• Activities engaged in and localities visited …………………………………………………..50
• Gozo and Comino visit …………………………………………………………………………… 52-55
• Expenditure …………………………………………………………………………………………...…… 56
• Product and service evaluation ………………………………………………………..…… 57-64
• Overall experience ………………………………………………………………….……………… 65-69
• Comments …………………………………………………………………………………….………… 70-71
Scandinavia Year 2012
2
Market Dynamics
January to December 2012
Source: NSO
Tourist
Departures
Nights spent
Average length
of stay
Expenditure
(€000s)
Av. Expenditure
per capita (€)
Total
Tourists
Nordic
Tourists
Absolute
Change
(Nordic) 12/11
Percentage
Change
(Nordic) 12/11
1,443,973
97,203
3,304
3.5%
12,618,372
789,059
55,611
7.6%
8.7
8.1
0.3
3.9%
1,344,963
91,610
4,745
5.5%
931
942
17
1.8%
Nordic’s share
out of total visits
6.6%
in 2011
Scandinavia Year 2012
6.7%
in 2012
3
Market Dynamics
January to December 2012
Visitors to Malta from Nordic countries account for 6.7% of total tourist departures.
Nordic
Countries
Year 2012
Tourist
Departures
Year 2011
Tourist
Departures
Absolute
Change
12/11
% Change
12/11
%
Market
Share
2012
Denmark
34,065
33,203
862
2.5%
34.9%
Norway
14,152
13,146
1,006
7.1%
14.5%
Finland
7,590
7,457
133
1.8%
7.8%
Sweden
41,557
39,977
1,580
3.8%
42.7%
Total
97,364
93,783
3,581
3.7%
100.0%
Year 2012
Total Guest
nights
Year 2011
Total Guest
nights
Absolute
Change
12/11
% Change
12/11
% Market
Share
2012
Denmark
288,811
266,978
21,833
7.6%
38.1%
Norway
118,517
107,090
11,427
9.6%
15.6%
Finland
59,865
63,455
-3,590
-6.0%
7.9%
Sweden
291,042
280,661
10,381
3.6%
38.4%
Total
758,235
718,184
40,051
5.3%
100.0%
Nordic
Countries
Scandinavia Year 2012
4
Nordic Tourists Visiting Malta
2007-2012
Inbound tourists from Scandinavia 2007-2012
120,000
100,000
87,282
85,515
80,000
92,881
93,899
2010
2011
97,203
66,780
60,000
40,000
20,000
0
2007
2008
2009
2012
Source: NSO
In year 2012, inbound tourists from Nordic countries amounted to 97,203 registering an increase of 3,304
tourists (or +3.5%) when compared to year 2011.
In addition, this reflects an increase of 4,322 tourists (+4.6%) when compared to year 2010. On the other
hand, a significant increase of 30,423 tourists (+45.6%) was registered when compared to 2009. An increase
of 11,688 tourists (+13.7%) was recorded when compared to year 2008.
Over a 5-year span (2007-2012), inbound tourists from Nordic countries recorded an average annual growth
rate of 6.4%.
5
Guest nights of Nordic Tourists
2007-2012
Guestnights by Nordic tourists 2007-2012
900,000
800,000
709,161
700,000
717,640
733,448
789,059
678,673
600,000
508,046
500,000
400,000
300,000
200,000
100,000
0
2007
2008
2009
2010
2011
2012
Source: NSO
In year 2012, Nordic tourists spent a total of 789,059 nights, registering an increase of 55,611 nights (or
+7.6%) when compared to year 2011.
In addition, this reflects an increase of 71,419 nights (+9.9%) when compared to year 2010. On the
other hand, an increase of 281,013 nights (+55.3%) was registered when compared to 2009. An
increase of 110,386 nights (+16.3%) was recorded when compared to year 2008 and an increase of
79,898 nights (+11.3%) was registered when compared to year 2007.
The average length of stay has gone up from 7.8 nights in 2011 to 8.1 nights in 2012.
6
Expenditure of Nordic Tourists
2007-2012
In year 2012, Nordic tourists generated
€91.6 million worth of expenditure. This
represents an increase of 5.5% (or €4.7
million) when compared to year 2011. It
also reflects an increase of €5.9 million
when compared to 2010, an increase of
€36.3 million when compared to 2009,
an increase of €20.0 million when
compared to 2008 and an increase of
€16.5 million when compared to 2007.
Expenditure Inbound Nordic tourists (in'000 euros)
2007-2012
100,000
90,000
80,000
75,082
70,000
85,630
86,866
2010
2011
91,610
71,575
55,319
60,000
50,000
40,000
30,000
20,000
When compared with 2011, in 2012
tourist expenditure recorded decreases in
package expenditure and increases in
non-package accommodation and other
expenditures.
10,000
0
2007
2008
2009
2012
Source: NSO
Non-package expenditure
Package
Air/sea
fares
Accommodation
Other
expenditure
Total
2006
39,073
4,780
3,016
22,773
69,642
2011
30,858
10,597
10,578
33,676
85,709
2012
29,341
12,890
13,082
36,297
91,610
%Change 12/11
-6.7%
21.0%
22.4%
6.6%
5.5%
(€ 000s)
Scandinavia Year 2012
7
Purpose of Visit
Nordic by Purpose of Visit
2012
‘Holiday’ remains
the main purpose of
visit for more than
eight in every ten
respondents.
‘Business’ travel
accounted for 7.1%
of total respondents.
Other
VFR
Business
2011
5.0%
6.2%
4.8%
4.7%
7.1%
9.0%
83.0%
80.1%
Holiday
0.0%
Source:
NSO
20.0%
40.0%
60.0%
80.0%
100.0%
2010
2011
2012
Absolute
Change
2012/2011
74,829
74,549
80,690
6,141
8.2%
Business
7,929
8,378
6,917
-1,461
-17.4%
VFR
4,940
4,327
4,696
369
8.5%
Other
5,128
5,773
4,899
-874
-15.1%
Total
92,826
93,027
97,203
4,176
4.5%
Nordic Countries by
Purpose of Visit
Holiday
% Change
2012/2011
8
Market Profile Key Findings
The results of this survey are based on a sample of 238
respondents, residing in Nordic Countries.
Denmark – 103 respondents
Sweden - 88 respondents
Norway – 30 respondents
Finland - 15 respondents
Scandinavia Year 2012
9
Part 1:
Who was the Nordic visitor?
Scandinavia Year 2012
10
Region of Residence
Main Regions
(Most Mentioned)
Stockholm
Hovedstaden
Sjælland
Oslo
Midtjylland
Skane
Jylland
Uusimaa
Akershus
Funen (Fyn)…
Ostergotland
Nordjylland
Syddanmark
Hordaland
Dalarna
Pirkanmaa
Rogaland
Jamtland
Sodermanland
Uppsala
Vastmanland
Västra Götaland
0.0
Nearly 43.3% of Nordic
respondents came from
Denmark, followed by
36.9% who came from
Sweden, 12.6% resided
in Norway and another
6.3% in Finland.
21.0
15.6
10.8
5.9
4.8
4.8
3.8
3.2
2.7
2.7
2.2
1.6
1.6
1.6
1.6
1.1
1.1
1.1
1.1
1.1
1.1
1.1
In year 2012, most
Nordic tourists visiting
Malta came from the
regions of:
- Stockholm (21.0%)
- Hovedstaden (15.6%)
- Sjaelland (10.8%)
- Oslo (5.9%)
10.0
20.0
30.0
Percent
Scandinavia Year 2012
11
Region of Residence
Most Mentioned
SWEDEN
DENMARK
Stockholm
 Skane
Ostergotland
 Dalarna



Hovedstaden
 Sjaelland
 Midtjylland
 Jylland
NORWAY
FINLAND
Oslo
Askershus
Hordaland



Uusimaa
Pirkanmaa


Scandinavia Year 2012
12
Socio-Demographics
Year 2012
%
Year 2011
%
Male
43.9
46.5
Female
56.1
53.5
9.7
9.7
83.9
83.5
Divorced/separated
5.5
3.8
Widowed
0.8
2.8
Gender
Marital Status
Single
Married/Living
together
Scandinavia Year 2012
13
Socio-Demographic Profile: Age
During 2012, the Nordic
tourist visiting Malta was on
average 52 years of age. The
largest age bracket
comprised tourists aged over
65 years with a share of
24.3% followed by the 55-64
age bracket with a share of
23.3%.
Age Profile of Scandinavian Travellers
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
TOTAL
Under 19
Average Age
SWEDEN
19-24
25-34
52.3
DENMARK
35-44
52.5
NORWAY
45-54
55-64
53.4
FINLAND
Over 65 years
48.4
An analysis by market shows
that Norwegian tourists were
of a younger age profile than
the other Scandinavian
tourists.
50.6
Scandinavia Year 2012
14
Occupation & Net Income
Year
2012
%
Year
2011
%
Director
5.1
4.7
Manager
11.5
6.7
Office/retail worker
19.1
15.9
Professional
21.3
23.5
Skilled worker/ tradesman
7.2
6.7
Manual worker
1.3
2.8
Self-employed
3.8
5.9
Student
1.3
3.4
Housewife
2.1
0.8
Unemployed
0.9
0.6
26.4
29.1
Retired
In 2012, 26% of Nordic
tourists visiting Malta were
retired. More than 21% of
Nordic
tourists
were
professional.
19%
of
respondents were
office/retail worker.
During the period under
review, Inbound Nordic
tourists earned an average
net income of €3,878 per
month.
Net Income per month: €3,878
Rank 1
Rank 2
Rank 3
Scandinavia Year 2012
15
Readership


Commonly read newspapers include the daily versions of:
 Dagens Nyheter (DN) (9.2%)
 Politiken (7.4%)
 Aftenposten (6.0%)
 Svenska Dagbladet (5.3%)
 Jyllands-posten (4.9%)
The magazines which scored the highest readership were:
 Femina (3.8%)
 Time (3.8%)
 Cosmopolitan (3.2%)
 National Geographic (3.2%)
Scandinavia Year 2012
16
Internet Access
Year 2012
%
Year 2011
%
- From home
97.5
97.0
- From work
58.8
57.5
- Gmail, Google
22.3
27.7
- Facebook
14.1
10.1
- Hotmail, MSN
4.6
4.1
- BBC
3.2
n/a
- Aftonbladet
2.8
3.3
- Yahoo.com
2.5
2.3
Access to internet
Websites accessed regularly
Scandinavia Year 2012
17
Internet Usage
Year 2012
%
Year 2011
%
- Search for travel information
online
99.6
98.6
- Book travel online
97.0
95.5
- Hotels.com
9.8
9.7
- Ryanair
9.8
7.0
- Dansk Folkeferie
8.5
9.9
- Booking
7.9
4.5
- SAS
5.8
3.3
Internet usage for travel
Travel booking websites
Scandinavia Year 2012
18
www.visitmalta.com
Visited the site before coming to Malta:
Year 2012: 59.1%
Year 2011: 62.5%
Rating of Site
Per cent
Very Good
100.0
90.0
80.0
70.0
60.0
50.0
40.0
30.0
20.0
10.0
0.0
Good
Not so good
Poor
78.2
15.0
6.0
0.8
The share of Nordic
tourists who
accessed
www.visitmalta.com
decreased from
62.5% in year 2011
to 59.1% in year
2012.
The majority rated
the site as ‘good’.
2012
Scandinavia Year 2012
19
Last two holidays
Last Two Holidays
(Most mentioned destinations base 100%)
9.0%
8.0%
7.6%7.3%
Percent
7.0%
6.2% 6.0%
6.0%
5.3%
5.0%
4.9%
4.0% 4.0% 3.8%
4.0%
3.3% 3.3% 3.1%
3.0%
2.4% 2.4%
2.0%
2.0% 2.0%
1.0%
Hungary
Estonia
USA
Greek
Islands
Greece
Denmark
Canary
Islands
Turkey
Norway
Germany
Sweden
Italy
England
France
Malta
Spain
0.0%
Prior to visiting Malta, most Nordic tourists took their last two holidays in Spain, Malta,
France and England. Other preferred destinations included Italy, Sweden, Germany
and Norway.
Scandinavia Year 2012
20
Competing destinations
Main Countries Considered Prior to Choosing Malta
(Base 100%)
20.0%
18.8%
18.0%
16.0%
13.2%
11.8%
12.0%
10.0%
4.2%
3.5%
3.1%
2.4%
2.1%
2.1%
2.1%
2.1%
USA
4.0%
Madeira
(Portugal)
4.9%
Greek
Islands
5.6%
6.0%
Egypt
8.0%
Canary
Islands
Percent
14.0%
2.0%
France
Cyprus
Portugal
Turkey
Croatia
Greece
Italy
Spain
0.0%
Spain, Italy and Greece were the top three destinations considered by
Nordic tourists prior to choosing Malta.
Scandinavia Year 2012
21
Part 2:
Journey to the Maltese Islands
Scandinavia Year 2012
22
Sources of Influence
Year
2012
Year
2011
Newspaper/magazine advert
4.2
7.7
Newspaper/magazine article
6.3
6.3
Recommendation by travel agent
6.3
6.0
11.3
9.6
Tour operator brochure
2.5
6.0
TIO literature
1.7
3.6
32.4
40.0
0.8
1.1
Internet
34.9
40.0
Previous visit
27.7
21.6
TV advert
1.3
0.5
TV programme
3.4
1.4
Promotional material
-
2.2
Radio
-
-
Other
21.4
20.3
(Multiple Response)
Travel guide
Recommendation by family/friends
Travel show/fair
Rank 1
Rank 2
In 2012, internet
ranked as the top
sources of influence
for Nordic tourists
(35%), closely
followed by
recommendations
by family and
friends (32%) and
previous visit
(28%).
Rank 3
Scandinavia Year 2012
23
Sources of Influence by Market
Multiple Responses
based on total respondents
Total
%
Sweden
%
Denmark
%
Newspaper/magazine advert
4.2
2.3
6.8
Newspaper/magazine article
6.3
6.8
6.8
Recommendation by travel agent
6.3
6.8
5.8
11.3
9.1
12.6
Tour operator brochure
2.5
3.4
2.9
TIO literature
1.7
3.4
1.0
32.4
26.1
39.8
0.8
1.1
1.0
Internet
34.9
26.1
35.9
Previous visit
27.7
28.4
32.0
TV advert
1.3
1.1
1.0
TV programme
3.4
2.3
3.9
21.4
20.5
21.4
Travel guide
Recommendation by family/friends
Travel show/fair
Other
Note: Figures do not add up to 100% as respondents could tick more than one option.
Scandinavia Year 2012
24
Reason for Choosing Malta




As in the previous year, three out of five Nordic tourists were primarily motivated to visit Malta for its
agreeable climate.
Around half of respondents cited new place to go as a main motivation for visiting Malta.
History and culture ranked third motivating around two out of five respondents.
In the peak season it is the cost/value for money whilst in the off-peak season the reason of English
spoken widely is the fourth motivation for visiting Malta.
Reasons for choosing Malta
Year
2011
(%)
Year
2012
(%)
Peak
%
Off-peak
%
New place to go
52.3
52.1
54.2
48.2
Result of previous visit
21.9
25.2
24.2
27.1
Agreeable climate
59.0
62.2
60.1
65.9
History/culture
41.4
42.0
35.9
52.9
Accessibility
15.9
15.5
17.6
11.8
Recommended by
friends/relatives
20.3
18.1
20.9
12.9
Cost/value for money
19.5
21.4
24.8
15.3
English spoken widely
20.5
26.5
23.5
31.8
Only place available
1.1
0.8
1.3
-
Maltese hospitality
8.8
9.7
7.8
12.9
Scandinavia Year 2012
25
Reasons for Choosing Malta by Market
Multiple Responses
based on total respondents
Total
%
Sweden
%
Denmark
%
New place to go
52.1
53.4
41.7
Result of previous visit
25.2
28.4
28.2
Agreeable climate
62.2
61.4
61.2
History/culture
42.0
37.5
43.7
Accessibility
15.5
15.9
15.5
Recommended by friends/relatives
18.1
18.2
22.3
Cost/value for money
21.4
21.6
20.4
English spoken widely
26.5
31.8
23.3
Only place available
0.8
1.1
1.0
Maltese hospitality
9.7
9.1
12.6
Note: Figures do not add up to 100% as respondents could tick more than one option.
Scandinavia Year 2012
26
Booking Arrangements
Type of Booking Arrangement
A package
Non-package
Partly package/partly non-package
FINLAND
50.0
NORWAY
35.7
30.0
60.0
DENMARK
59.8
SWEDEN
20.0
12.3
45.1
40.0
12.7
12.6
60.9
42.6
0.0
10.0
27.5
26.4
TOTAL
14.3
60.0
80.0
100.0
Percent
- 42.6% of Nordic tourists booked a package trip whereas 45.1% made their own
booking travel arrangements.
- The share of non-package trips was highest amongst the Swedish and the
Norwegian travellers.
- The share of package trips was highest amongst the Danish travellers.
Scandinavia Year 2012
27
Booking Arrangements
Bookings made with:
Total
%
Sweden
%
Denmark
%
Tour operator/travel agency
44.5
27.3
63.1
Directly with suppliers
39.9
53.4
24.3
Exclusively internet-based travel
operator
29.4
37.5
20.4
- Most Nordic travellers
operator/travel agency.
(45%)
made
travel
arrangements
with
a
tour
- The share of tour operator bookings is highest amongst the Danish and the
Finnish travellers.
- On the contrary, nearly 63% of Norwegian respondents and 53% of Swedish
respondents made their booking arrangements directly with suppliers.
Scandinavia Year 2012
28
Type of Booking Arrangement
Share of total
Package
%
Non
Package
%
Partly Package/
Partly Non
package
%
Total
%
42.6
45.1
12.3
100.0
(N=100)
(N=106)
(N=29)
(N=235)
75.0%
13.2%
58.6%
45.1%
6.0%
76.4%
27.6%
40.4%
21.0%
35.8%
37.9%
29.8%
86.0%
98.1%
89.7%
91.9%
3.0%
14.2%
27.6%
11.1%
71.0%
82.1%
82.8%
77.4%
7.0%
4.7%
3.4%
5.5%
54.0%
18.9%
41.4%
36.6%
2.0%
3.8%
0.0%
2.6%
Booking operator:
Tour operator/travel agency
Directly with suppliers
Exclusively internet-based
travel operator
Booking arrangement:
Flight
Vehicle hire
Accommodation
Site/attraction visits
Transfers
Event tickets
Scandinavia Year 2012
29
Booking Arrangement
Package




In year 2012, 75% of ‘package holidays’ were bought from a tour
operator/travel agent.
21% of ‘package trips’ were bought from an exclusively internet-based travel
operator.
Only 6% of ‘package trips’ were bought directly from suppliers.
The package mainly included ‘flight’, ‘accommodation’ and ‘transfers’.
Non-package




Nearly 36% of Nordic tourists made booking arrangements independently.
In fact, more than three out of four non-package trips were booked directly with
suppliers.
13% of non-package trips were done with a tour operator or travel agent.
Travellers opting for non-package type of arrangement mostly booked ‘flight’ and
‘accommodation’, ‘transfers’ and ‘vehicle hire’.
Travel operators


Most Nordic tourists bought a tour operator package from Dansk Folkeferie
(48.8%), Airtours (9.5%), FDM Travel (7.1%) and Hispania (4.8%).
The main internet-based travel operators were Booking (12.9%), Hotels
(11.3%), Ryanair (9.7%) and Danskfolkeferie (8.1%).
Scandinavia Year 2012
30
Internet Booking for the Malta Trip
Internet Bookings for the Malta trip
100.0
90.0
90.1
Booking arrangement
of internet bookers: %
84.3
80.0
Percent
70.0
60.0
50.0
40.0
30.0
20.0
10.0
15.7
9.9
0.0
Year 2012
Year 2011
Yes
Package
39.0
Non-Package
48.1
Partly package/
partly nonpackage
12.9
TOTAL
100.0
No
The share of online bookings for the Malta trip by Nordic tourists
increased from 84.3% in 2011 to 90.1% in 2012.
Online bookings were made mostly for flight and accommodation.
Online bookings were mostly made for ‘non-package’ type of trips.
Scandinavia Year 2012
31
Internet Booking for the Malta Trip
TOTAL
SWEDEN
DENMARK
Internet Booking for the
Malta trip
90.1
90.7
90.2
Flight
94.8
92.5
92.5
Vehicle hire
11.9
11.3
14.0
Accommodation
83.8
82.5
78.5
5.2
3.8
7.5
37.1
23.8
50.5
Event tickets
2.4
1.3
3.2
Other
4.3
2.5
7.5
Total
100.0
100.0
100.0
Site/attraction visits
Transfers
The share of online bookers was the highest amongst the Norwegian travellers
and the lowest amongst Finnish travellers.
Online bookings were mostly made for flight and accommodation.
Scandinavia Year 2012
32
Type of Internet Booking
Package
%
Non
Package
%
Partly Package/
Partly Non
package
%
Total
%
82.8
96.2
96.4
90.5
(N=82)
(N=101)
(N=27)
(N=210)
70.7%
12.9%
55.6%
41.0%
7.3%
76.2%
29.6%
43.3%
25.6%
37.6%
40.7%
33.3%
89.0%
99.0%
92.6%
94.3%
3.7%
14.9%
29.6%
12.4%
74.4%
82.2%
85.2%
79.5%
7.3%
4.0%
3.7%
5.2%
54.9%
16.8%
40.7%
34.8%
Event tickets
2.4%
3.0%
0.0%
2.4%
Other
1.2%
0.0%
3.7%
1.0%
Internet booking: YES
Internet booking made with:
Tour operator/travel agency
Directly with suppliers
Exclusively internet-based
travel operator
Online booking arrangement:
Flight
Vehicle hire
Accommodation
Site/attraction visits
Transfers
Scandinavia Year 2012
33
Type of Arrangement of
Internet Bookers

91% of all respondents booked the Malta trip or part of their trip online.
Package:

83% of ‘package’ type travellers booked their trip on line.

Travel items included in package were mainly flight, accommodation and
transfers.

Almost 71% of online packages were bought from a tour operator/travel agency.
25.6% of online bookings were bought exclusively from internet-based operators.
Non-package:

The large majority of ‘non package’ type of travellers (96%) booked their trip
online.

Travel items booked mostly included flight and accommodation. In addition, 17%
of online non-package travellers booked their transfers.

76.2% of online non-package bookings were made directly with suppliers.
Scandinavia Year 2012
34
Booking Arrangements
Timing of Decision and Reservation
Decision
Booking
36.7
40.0
35.0
Percent
30.0
25.0
18.0
20.0
15.0
11.1
10.0
5.0
30.4
21.9
10.6
19.8
11.8
11.8
12.7
10.1
5.1
0.0
Less than 1 1 to 3 weeks
week
1 month
2 to 3
months
4 to 6
months
Over 6
months
- 36.7% of Nordic tourists decided to travel to Malta 2 to 3 months prior to
departure date. 21.9% took their decision to travel to Malta 4 to 6 months prior to
departure date.
- Nearly 31% of bookings were done 2 to 3 months prior to departure. Late
booking arrangements accounted for 39.7% of Nordic tourists, making their
reservations 4 weeks or less prior to departure.
Scandinavia Year 2012
35
Airports of Departure
Main Airports of Departure
Copenhagen
29.3
Billund
16.8
Arlanda International Stockholm
12.5
Skavsta
11.2
Helsinki - Vantaa
5.2
Oslo
4.7
Gardermoen - Oslo
4.3
Kastrup - Denmark
3.0
Stockholm unspecified
2.6
Malmö - Sturup
1.7
0
Copenhagen Airport,
Billund Airport, Arlanda
International Airport
and Skavsta Airport
were the main airports
of departure during
2012.
These were followed
by Helsinki-Vantaa and
Oslo airports.
20
40
Percent
Scandinavia Year 2012
36
Main Airports of Departure
SWEDEN

DENMARK
Arlanda International
 Skavsta
Copenhagen
 Billund
Kastrup - Denmark


NORWAY
FINLAND
Oslo
Gardermoen – Oslo
 Rygge, Moss



Scandinavia Year 2012
Helsinki - Vantaa
37
Airports of Departure
MIA Pax Movements
Year
2012
%
Year
2011
%
Stockholm – Skavsta
24.7%
25.7%
Copenhagen – Kastrup
21.4%
19.8%
Billund
17.6%
18.5%
Stockholm – Arlanda
13.9%
16.9%
Rygge
8.5%
-
Oslo
6.6%
12.3%
Malmo - Sturup
4.9%
0.1%
Other
2.4%
6.7%
Total
100%
100%
MIA passenger
movements indicate that
during 2012 Stockholm Skavsta remained the
main airport of departure
with a share of 24.7%.
Nonetheless, this airport
lost market share when
compared with last year.
Stockholm Copenhagen
and Malmo Airports
indicate an increase
when compared with in
passenger movements
previous year.
Source: MIA
Scandinavia Year 2012
38
Airports of Departure
Passenger Movements for each Nordic country
2012
2011
Norway
- Oslo
- Bergen – Flesland
- Rygge
% Market
Share, 2012
% Market
Share, 2011
15.1%
12.7%
10,690
19,489
6.6%
12.3%
157
324
0.1%
0.2%
13,707
0
8.5%
0.0%
39.0%
38.3%
Denmark
- Billund
28,485
29,412
17.6%
18.5%
- Copenhagen
34,677
31,416
21.4%
19.8%
3,041
8,183
1.9%
5.2%
44.0%
43.9%
Finland – Helsinki
Sweden
- Stockholm Arlanda
22,516
26,795
13.9%
16.9%
- Stockholm Skavsta
40,108
40,749
24.7%
25.7%
256
545
0.2%
0.3%
7,954
206
4.9%
0.1%
- Kalmar
225
0
0.1%
0.0%
- Vaxjo Kronoberg
279
0
0.2%
0.0%
162,095
158,786
100.0%
100.0%
- Gothenburg Landvetter
- Malmo Sturup
TOTAL Nordic
MIA passenger
movements indicate
that during 2012
Finland
represented a
decrease in
passenger
movements. Other
Nordic countries
have gained market
share in 2012 when
compared with
previous year.
In total MIA
passenger
movements
increased in Nordic
countries.
Source: MIA
Scandinavia Year 2012
39
Airline Used to Travel to Malta
Main airlines used to travel to Malta:
%
Ryanair
27.5
Jet time JT
21.5
Norwegian Air Shuttle
15.0
SAS (Scandinavian Airlines)
14.2
Lufthansa
9.4
Air Malta
6.9


More than one out of four Nordic tourists travelled to Malta with
Ryanair whereas 21.5% travelled with the Jet time JT airline.
44.2% of Swedish respondents used Ryanair whilst the half of the
Norwegian respondents travelled to Malta by the Norwegian Air
Shuttle. Jet Time was used by almost 50% of Danish respondents.
Scandinavia Year 2012
40
Airline Used to Travel to Malta
Rating of Airline used (%)
All Sample
Jet Time
Ryanair
Norwegian
Air Shuttle
SAS
Very good
20.0
14.3
9.4
25.7
40.6
Good
47.2
59.2
29.7
42.9
53.1
Average
27.7
24.5
45.3
28.6
6.3
5.1
2.0
15.6
2.9
0.0
Poor
Overall, 67.2% of respondents rated the airline used as ‘good’ and ‘very
good’. SAS, Jet time and Norwegian Air Shuttle were assigned better ratings
than Ryanair airline. In fact, nearly 94% and 74% of respondents attributed
‘very good’ or ‘good’ ratings to SAS and Jet time respectively.
Scandinavia Year 2012
41
Part 3:
Experiencing the Maltese Islands
Scandinavia Year 2012
42
Visit to Malta
Year 2012
%
Year 2011
%
First visit
66.2
67.9
Repeat visit
33.8
32.1
1 time
27.8
39.6
2 to 3 times
31.6
28.0
4 to 6 times
15.2
13.5
7 times and over
25.3
18.9
59.5
59.6
7.6
10.7
Experience of Malta:
Number of previous visits:
Out of previous visitors:
Visited Gozo
Been on a cruise trip to Malta
Scandinavia Year 2012
43
Type of Visit
Breakdown of respondents by type of visit:
%
Average
Length of
Stay
Malta only
94.8
9.0
Gozo only
3.0
9.0
Comino only
0.4
7.0
Malta and Gozo
1.7
12.5
100.0
9.0
Total number of respondents who slept
in the Maltese Islands
- The large majority (94.8%) slept in Malta only.
- 3.0% of all Nordic surveyed tourists slept in Gozo only and 0.4% slept in Comino.
- 1.7% of total Nordic surveyed tourists took on a two-centre stay in Malta and Gozo.
Scandinavia Year 2012
44
Length of Stay
Duration of Visit (in Malta)
Year 2012
Average
Length of
stay:
Year 2011
100.0
90.0
80.0
Percent
Year 2012
7.7 nights
68.2 67.8
70.0
60.0
50.0
Year 2011
8.2 nights
40.0
30.0
21.1 19.3
20.0
10.0
4.9
8.5
5.8
4.4
0.0
1 to 3 nights
4 to 7 nights
8 to 14 nights
Over 14 nights
- More than 68% of Nordic tourists spent 4 to 7 nights on the Island.
- Nearly 5% came to Malta for a short break of ‘1-3’ nights.
- The share of short break holidays in Gozo was higher at 18.2%.
Scandinavia Year 2012
45
Accommodation Used
Total
%
Sweden
%
Denmark
%
5 star hotel
11.5
16.3
3.0
4 star hotel
29.5
36.0
23.8
3 star hotel
15.8
22.1
5.9
2 star hotel
1.7
1.2
1.0
Apart-hotel
8.5
9.3
8.9
Guesthouse/hostel
1.3
1.2
2.0
Self-catering/apartment
5.6
4.7
4.0
Farmhouse/villa
2.6
3.5
3.0
Timeshare
-
-
-
Host family
-
-
-
Friends/relatives’ house
2.1
3.5
2.0
Own private residence
0.9
2.3
-
20.1
-
45.5
Tourist village
Slightly more than seven out of eight Nordic respondents stayed in collective accommodation, mostly
(67%) within hotel accommodation.
Around 8% of Nordic respondents stayed in self-catering accommodation, apartments, farmhouses
and/or villas. A further 2% stayed with friends or relatives.
Scandinavia Year 2012
46
Locality Stayed In
The largest share of respondents
(35.6%) stayed in the Northern part
of Malta (Cirkewwa, Ghadira, Golden
Bay, Marfa, Mellieha and Selmun).
23.0% of respondents stayed in
Sliema Area (Gzira, Msida, Pieta,
Sliema and Ta’Xbiex)
St.Paul’s Bay Area (Bugibba, Qawra,
Salina, St.Paul’s Bay and Xemxija)
attracted 19.8% of respondents.
3.2% of respondents mentioned
Gozo/Comino as main locality stayed
in.
Localities grouped by Area:
South Area 0.9%
Floriana/Valletta Area 4.1%
Sliema Area 23.0%
St.Julians Area 12.2%
Attard/Rabat/Mdina Area 0.5%
St.Paul’s Bay Area 19.8%
Northern Area 35.6%
Gozo Area 3.2%
Main Locality of Accommodation
(Most Menitoned)
Mellieha
Sliema
Qawra
St. Julians
Gzira
Bugibba
St. Paul s Bay
Valletta
Cirkewwa
Floriana
Golden Bay
Marfa
Balzan
Comino
Kappara
Marsaskala
Mdina
Mosta
Paceville
Swieqi
Vittoriosa (Birgu)
Xemxija
Ghadira
Ghajnsielem (Gozo)
Gharb (Gozo)
Ghasri (Gozo)
San Lawrenz (Gozo)
15.3
12.2
10.8
7.7
4.1
3.2
2.3
1.8
1.8
1.4
0.9
0.5
0.5
0.5
0.5
0.5
0.5
0.5
0.5
0.5
0.5
0.5
0.9
0.9
0.5
0.5
0
Scandinavia Year 2012
Percent
20
31.1
40
47
Basis of Accommodation
Basis of Accommodation
Total
%
Sweden
%
Denmark
%
Bed only
15.9
10.7
23.5
Bed and breakfast
44.2
59.5
23.5
Half board
8.2
9.5
9.8
Full board
0.4
-
1.0
All Inclusive
3.4
3.6
2.9
Self catering
27.0
15.5
39.2
0.9
1.2
-
Timeshare
- Bed and breakfast was the preferred basis of accommodation for most
Nordic respondents. This basis of accommodation stood highest amongst the
Finnish, Norwegian and Swedish tourists as well.
- Self-catering accommodation was used mostly by Danish tourists, with a
share of 39.2%.
Scandinavia Year 2012
48
Travelling Party
Year 2012
(%)
Year 2011
(%)
5.1
6.2
With spouse/partner
48.7
48.6
With family
36.0
30.6
With friends
8.9
10.1
In an organised group
1.3
2.8
With business associates
0.0
1.7
2.7 people
2.4 people
Alone
Average number of
people in travelling party
Scandinavia Year 2012
49
Activities Engaged In
• Survey results indicate that Nordic tourists engaged in a variety of activities including, dining out,
sightseeing, visiting historical sites, churches and museums, shopping and swimming.
• Whilst swimming, sightseeing, dining, other water sports and festas are more common during the peak
months of April to September, visiting historical sites, museums, churches and art/craft sites, and
walking/hiking are preferred during the off-peak months.
2012
Total
Peak
Off-peak
Total
Peak
Off-peak
%
%
%
Recreational
Activities:
%
%
%
52.1
66.7
25.9
Spa/wellness
11.3
12.4
9.4
Diving
5.0
5.9
3.5
Shopping
55.0
54.9
55.3
Other watersports
5.9
8.5
1.2
Nightlife/clubbing
5.5
5.9
4.7
Walking/hiking
32.4
29.4
37.6
82.8
86.3
76.5
-
-
-
Casino
1.3
1.3
1.2
Golf
1.7
0.7
3.5
Cinema
1.7
1.3
2.4
Attend sports events
2.5
1.3
4.7
Participate in sports events
1.7
0.7
3.5
Cultural Activities:
%
%
%
%
%
%
Go sightseeing
86.6
90.2
80.0
Theatrical
performance
2.5
2.6
2.4
Visit historical sites
67.6
58.2
84.7
Dance
1.3
1.3
1.2
Visit museums
40.8
34.6
51.8
Opera
0.8
-
2.4
Visit churches
59.2
55.6
65.9
Music/concert
3.4
2.6
4.7
Visit arts/crafts sites
20.6
19.0
23.5
Festas/folk/festival
12.2
13.7
9.4
Visit local produce sites
14.7
14.4
15.3
Visual arts
2.5
1.3
4.7
Sport/Outdoor Activities:
Swimming
Climbing
Dine at restaurants
Attend cultural
events:
Localities visited in Malta
(Multiple Response)
Year 2012
(%)
Year 2011
(%)
Valletta
85.3
88.2
Mdina/Rabat
60.5
59.7
Three Cities
20.6
20.5
Marsascala
7.6
6.6
Mellieha
45.8
46.3
Sliema
60.1
58.4
St Julians
36.6
36.7
Paceville
14.7
14.5
St Paul’s Bay/Bugibba/Qawra
45.0
42.5
Dingli
12.2
10.7
Marsaxlokk
35.3
34.8
Mosta
37.0
34.5
Hagar Qim/Mnajdra
15.5
9.3
Wied iz-Zurrieq/Blue Grotto
13.9
13.2
Scandinavia Year 2012
51
Gozo visit
Been to Gozo
Year 2012
%
Year 2011
%
44.2
50.4
The share of Nordic tourists who
went to Gozo decreased from
50.4% in year 2011 to 44.2% in
year 2012.
Type of Gozo Visit
Year 2012
Year 2011
89.9
90.7
A day trip to
Gozo
One night stay
0.0
0.6
10.1
8.7
More than one
night
0.0
20.0
40.0
60.0
80.0
100.0
Percent
Most Nordic tourists went to
Gozo on a day trip.
10.1% of respondents spent
more than one night in Gozo.
Respondents spending a night or
more in Gozo opted for the
following duration of stay:
1 night:
0%
2 to 3 nights:
18.2%
4 to 7 nights:
45.5%
8 to 14 nights
27.3%
Over 14 nights:
9.1%
Average length of stay:
7.1 nights
Scandinavia Year 2012
52
Localities visited in Gozo
(Multiple Response)
Year 2012
(%)
Year 2011
(%)
Cittadella/Rabat
79.4
86.4
Marsalforn
30.4
18.8
Xlendi
33.3
31.8
Ggantija
26.5
23.3
Dwejra/Azure Window
52.0
47.2
Ta’ Pinu Basilica
20.6
25.6
Ramla Bay
33.3
23.3
Other
16.7
11.4
Scandinavia Year 2012
53
Gozo Impressions
Most Mentioned

Tourists were asked to give their overall impressions about Gozo. 81% of the
respondents who visited Gozo provided their feedback, the large majority of
responses (94%) were positive.
POSITIVE
NEGATIVE
Beautiful, excellent, good, lovely, wonderful,
charming (60.4%)
Bad roads, unkept roads, pavements (1.9%)
Peaceful, relaxing, quiet (8.5%)
Lack of planning (infrastructure, architecture)
(0.9%)
Friendly people, hospitable (4.7%)
Not enough time to see Gozo, deserves more time
(0.9%)
Green, greenery (4.7%)
Not good in the Winter months (windy and wet)
(0.9%)
Clean (3.8%)
Not too different to Malta (0.9%)
Historical and Cultural (1.9%)
Hot (1.9%)
Picturesque, scenic (1.9%)
Worthseeing, Interesting things to see (1.9%)
Number of responses=106
Base=100%
Scandinavia Year 2012
54
Comino Visit
Visit to Comino
27% of Nordic
tourists visiting
Malta in year 2012
paid a visit to
Comino.
The share of
Comino visitors
increased from
22.8% in 2011 to
27.0% in year
2012.
Yes
22.8
Year 2011
77.2
27.0
Year 2012
0%
Scandinavia Year 2012
No
73.0
50%
100%
55
Expenditure
Per stay
Per day
Cost of holiday booking
€683.73
€86.03
Expenditure during stay
€367.53
€45.57
Cost of holiday booking includes:
%
Flight
81.9
Accommodation
78.6
Excursions
16.4
Transfers
37.4
Vehicle hire
8.4
Other
6.3
Scandinavia Year 2012
56
Product & Service Evaluation
Accommodation and Catering:
PHYSICAL ASPECT
Very Good
Good
Not so
good
Poor
Very
Poor
Usage
Level
Accommodation
30.6
45.2
16.4
5.0
2.7
92.0
Restaurants
14.9
56.6
24.4
3.6
0.5
92.9
SERVICE PROVIDED
Accommodation
39.1
38.5
16.1
3.6
2.6
80.7
Restaurants
21.2
47.5
25.3
4.5
1.5
83.2
Transport:
PHYSICAL ASPECT
Very
Good
Good
Not so
good
Poor
Very
Poor
Usage
Level
Car hire
17.0
42.6
23.4
10.6
6.4
19.7
Taxi service
24.5
39.8
18.4
13.3
4.1
41.2
Public transport
19.7
34.3
30.9
10.1
5.1
74.8
SERVICE PROVIDED
Car hire
19.5
36.6
29.3
12.2
2.4
17.2
Taxi service
21.7
43.4
18.1
12.0
4.8
34.9
Public transport
17.8
36.2
25.2
16.0
4.9
68.5
Scandinavia Year 2012
57
Product & Service Evaluation
Tourist Attractions:
PHYSICAL ASPECT
Very
Good
Good
Not so
good
Poor
Very
Poor
Usage
Level
Guided tours
23.1
40.2
26.5
7.7
2.6
49.2
Historical sites
28.2
52.6
14.7
3.2
1.3
65.5
Museums
23.4
48.6
24.3
2.7
0.9
46.6
Cathedrals/churches
32.2
52.1
11.6
2.7
1.4
61.3
Theatre/Performing Arts
21.4
35.7
21.4
14.3
7.1
5.9
SERVICE PROVIDED
Guided tours
20.0
35.8
30.5
12.6
1.1
39.9
Historical sites
19.8
46.6
25.2
6.1
2.3
55.0
Museums
19.4
48.4
22.6
7.5
2.2
39.1
Cathedrals/churches
22.0
40.7
23.7
10.2
3.4
49.6
Theatre/Performing Arts
18.2
27.3
27.3
18.2
9.1
4.6
Scandinavia Year 2012
58
Product & Service Evaluation
Entertainment & Beach Offer:
PHYSICAL ASPECT
Very Good
Good
Not so
good
8.8
52.9
22.1
13.2
2.9
28.6
Beaches
14.2
45.2
28.4
10.3
1.9
65.1
Sea quality
36.1
43.2
13.7
5.5
1.6
76.9
Entertainment
Poor
Very
Poor
Usage
Level
SERVICE PROVIDED
Entertainment
11.9
47.5
32.2
6.8
1.7
24.8
Beaches
13.2
41.3
34.7
7.4
3.3
50.8
Poor
Very
Poor
Usage
Level
Infrastructure:
PHYSICAL ASPECT
Very
Good
Good
Not so
good
Roads
2.3
15.5
31.9
33.3
16.9
89.5
Road signs
2.4
33.7
30.1
25.3
8.4
69.7
Traffic
1.0
13.0
38.6
31.9
15.5
87.0
Parking
0.0
16.3
32.7
33.7
17.3
43.7
Public conveniences
4.1
31.7
42.1
17.2
4.8
60.9
Level of cleanliness
6.8
31.4
37.2
17.9
6.8
87.0
19.5
45.2
28.1
4.8
2.4
88.2
Air quality
Scandinavia Year 2012
59
Product & Service Evaluation
Other facilities:
PHYSICAL ASPECT
Very
Good
Malta International Airport
Gozo ferry points
Retail outlets
Sports facilities
Good
Not so
good
Poor
Very
Poor
Usage
Level
20.1
54.5
21.9
3.1
0.4
94.1
15.7
48.0
22.5
10.8
2.9
42.9
3.4
47.5
35.6
10.2
3.4
24.8
16.7
26.7
43.3
13.3
0.0
12.6
SERVICE PROVIDED
Malta International Airport
19.3
52.3
22.3
4.6
1.5
82.8
Gozo ferry points
18.6
48.8
23.3
7.0
2.3
36.1
Retail outlets
15.7
45.1
29.4
7.8
2.0
21.4
Sports facilities
32.0
32.0
20.0
16.0
0.0
10.5
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The Visitor Experience
Cathedrals/churches
Parking 4.0
Sea quality
Traffic
Accommodation
3.5
Roads
Road signs
Public conveniences
Historical sites
3.0
Museums
2.5
2.0
Malta International
Airport
1.5
Level of cleanliness
Restaurants
1.0
Retail outlets
Air quality
Theatre/Performing Arts
Taxi
Public transport
Guided tours
Entertainment
Gozo ferry points
Car hire
Beaches
Sports facilities
Physical
Service
The Malta experience is measured through a set of tourism components offered to visitors. These
components are measured through a scale of one to five where one refers to ‘very good’ and 5
refers to ‘very poor’. As respondents rate their experience through this scale, the average score
can be evaluated and summarised in the above graph. The closer the component is to the centre,
the better it is rated.
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Product and Service Evaluation



Tourism components have been classified into three categories,
category 1 being the most positively rated components.
Nordic tourists were mostly satisfied with the Malta’s cultural offer
(especially with cathedrals/churches, historical sites and
museums), sea quality and accommodation facilities.
On the contrary, the key area of concern for Malta as a holiday
destination continues to be related to infrastructure. Other
weaknesses include lack of parking facilities and traffic
congestion.
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Product and Service Evaluation
1St Category
2nd Category
3rd Category
(Strengths)
(Average ratings)
(Weaknesses)
Church/Cathedral (physical)
Church/Cathedral (service)
Theatre (physical)
Sea Quality
Historical sites (service)
Retail (physical)
Accommodation
MIA
Level of Cleanliness
Historical sites (physical)
Museums
Public Conveniences
Restaurants
Road sign
Air Quality
Road
Taxi
Traffic
Guided tours
Parking
Gozo ferry
Beaches
Sports facilities
Vehicle Hire
Entertainment
Public transport
Theatre (physical)
Retail (service)
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Hospitality of the Local People
Hospitality of the Local People
Year 2012
Year 2011
70.0
60.0
52.2 51.7
Percent
50.0
45.3
44.7
40.0
30.0
20.0
10.0
1.7 2.5
0.4 0.8
0.4 0.3
Not so Good
Poor
Very Poor
0.0
Very Good
Good
Many Nordic tourists were satisfied with the high levels of hospitality that
Maltese and Gozitan people have offered. 45% of respondents rated the
local’s hospitality as ‘very good’ while 52% assigned ‘good’ ratings.
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The Malta Experience
Rating of the Malta Experience
Exceeded Expectations
Up to Expectations
Below Expectations
Year 2011
28.7
Year 2012
30.2
0%
20%
5.9
65.4
65.1
40%
60%
4.7
80%
100%
Scandinavia Year 2012
In year 2012, the
Malta experience
exceeded the
expectations of
more than three
out of ten Nordic
tourists.
Furthermore, Malta
lived up the
expectations for
around 65% of
Nordic tourists.
65
Recommend Malta
Would recommend Malta
Year 2012
Year 2011
94.0%
94.1%
Recommend ‘YES’
Recommend ‘NO’
(N=208 responses, base=100%)
(N=14 responses, base=100%)
Good weather (17.8%)
Dirty (14.3%)
Nice landscape nature (13.0%)
Too built up(17.6%)
Culture, history, architecture, tradition
(12.0%)
Bad experience with accommodation
(7.1%)
Maltese people (friendly, helpful, hospitable)
(12.0%)
Overcrowded(7.1%)
It’s a good experience, nice atmosphere,
lovely (9.1%)
No scenic, no wildlife (7.1%)
Interesting things to do (6.3%)
Poor infrastructure (7.1%)
Relaxing, peaceful, enjoyable (4.3%)
Too many cars, too much traffic (7.1%)
Out of total responses generated, 93.7% were positive while 6.3% were negative.
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Intend to Visit Malta Again
Year 2012
%
Year 2011
%
78.1
78.2
- 1 less than one year
14.8
16.0
- In 1 to 2 years
32.5
33.9
- In 3 to 4 years
29.0
30.4
- In 5 years or more
23.7
19.8
-
-
Intend to visit Malta again
When to visit again:
- Don’t know
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Main Positive Words Associated with Malta:
Out of total words generated, 92.6% were positive while 7.4% were negative.
14.1%
Friendly, hospitable, helpful, welcoming locals
12.1%
History, culture, heritage, tradition, old
11.6%
Sun, sunshine, sunny, blue sky
7.6%
Sea beaches coast fish
6.9%
Warm
5.1%
Weather Climate
3.6%
Relaxing Peaceful Serene Tranquil
3.4%
Amazing Brilliant Enjoyable Stunning Attractive Surprising
2.7%
Food (typical Maltese food)
2.2%
Picturesque (sightseeing) Scenic Landscape Nature Green
2.0%
Clean
2.0%
Pleasant
1.6%
Compact small
1.4%
British English
Base 100% (N= 554 responses)
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Main Negative Words Associated with Malta:
Out of total words generated, 92.6% were positive while 7.4% were negative.
1.8%
Traffic cars , busy
1.6%
Crowded, overpopulated too many tourists
1.4%
Dirty, shabby building site (waste) dirt polluted
1.3%
Spoilt, dilapidated, neglected
1.3%
Noise, yells
1.3%
Bad transport
1.3%
Dry, arid, harsh
Base 100% (N= 554 responses)
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Overall Main Positive Comments
Out of total 248 comments, 37.9% were positive while 62.1% were negative.
6.9%
Hospitality (Friendly, welcoming, helpful, safe)
4.0%
Transport
- 2.4% Public Transport (service, bus drivers, hours of operation)
- 0.8% Public Transport (Physical attributes)
- 0.4% Public Transport (inexpensive, good value for money)
- 0.4% Other Transport
3.2%
History , Art, Culture, Architecture
3.2%
Sites and Attractions
- 1.6% Good variety
- 0.8% Maintenance and upkeep
- 0.4% Service, opening hours, staff
- 0.4% Accessibility, signage
2.8%
Weather (good climate, experience)
2.4%
General Atmosphere (pleasant, enjoyable, fun, relaxing)
1.6%
Accommodation
- 0.8% Service staff
- 0.8% Physical, clean, location, facilities
1.2%
Natural environment (landscape, flora, green)
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Overall Main Negative Comments
13.7%
Transport
- 8.9% Public transport ( poor service bus drivers)
- 2.8% Public transport (lack of information – schedule, maps)
- 1.2% Other transport (coach, hop on hop off bus, Sliema ferry)
- 0.4% Public Transport (expensive, not value for money)
- 0.4% Arriva buses (Old buses lost : loss for tourism)
6.4%
Sites and Attractions
- 2.8% Poor service, opening hours
- 1.6% Lack of information, interpretation
- 1.2% Expensive, not value for money
- 0.8% Poor accessibility, signage
6.4%
Infrastructure
- 5.6% Road, pavements, dog dirt, dust
- 0.8% Overdevelopment, too much construction work
6.0%
Cleanliness (dirty streets and pavements, dog dirt, dust)
4.9%
Accommodation
- 0.6% Lack of information – leaflets, brochures
- 1.6% Service, staff
- 1.6% Physical, dirty, location, facilities
4.4%
Traffic (heavy traffic, lack of traffic control)
3.2%
Beaches (lack of beach sandy beaches and facilities, polluted sea)
2.4%
Food and Drink
- 1.6% Service, staff
- 0.8% Lack of Maltese cuisine
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