DENMARK Market Profile 2022
No. 12 Rank 1.7% Market Share
Inbound Tourists • 2010: 28,830 • 2019: 42,717 • 2020: 8,191 • 2021: 18,698 • 2022: 38,609
Air Connectivity
Airlines
Airports
• Atlantic Airways • Ryanair • Norwegian
• Billund • Copenhagen - Kastrup
Seasonality
13.7%
29.0%
36.6%
20.7%
Bed Nights Total Nights
Average Length of Stay
317,498 278,778 230,067 7.2 Nights
2010
2019
2022
Expenditure Total Expenditure
€ 40.9 million
Expenditure per Capita
€ 39.1
million
€ 26.5
million
2010
€ 1,013
2019
2022
Socio-Demographic Profile Age Groups Region of Residence 18.6%
15.1% Nordjylland
29.9%
11.6% Midtjylland 47.7% Hovedstaden/ Capital
24%
Level of Education 51.5% Tertiary Level
0 - 24 years 25 - 44 years 45 - 64 years 65+ years
25.8% Post-secondary Level 12.4% Primary Level
27.5%
Average Age: 52 years
Occupation
Living Arrangements 51.9% With Spouse/Partner 22.2% With Spouse/Partner and Children
16.3% Syddanmark
17.6% On their own
9.3% Sjælland
58.5% Employed Full-time
23.6% Retired
5.6% With Children 1.9% With Parents
0.9% With Relatives/ Friends/ Room Mates
Digital Media Usage Regular 3.
Travel Purposes
2.
2. 1.
4.
1.
92.2%
68.3%
67.0%
of tourists shared their experience in Malta on social media during stay.
3.
Travel Motivations Sun & Culture
Sun
Other Sports
50.6%
26.8%
9.2%
Special Occasion
Wellness
Scuba Diving
5.8%
5.7%
5.5%
Business
Visiting Friends & Relatives
Culture
3.3%
2.7%
0.8%
Destination Choice Influencers Communication Channels
41.6% Digital Media
Other Factors
35.2% Recommendation by Friends/Relatives
45.4% New Destination
40.7% Previous Visit
Text
35.2% Tour Operator brochure/website
2.8% TV
10.2% Travel Guide book
1.9% Recommendation by travel agent
9.3% Newspaper/ Magazine Advert/ Article
1.9% Books
31.5% Good flight connections
26.9% English Spoken Widely
22.2% Cost/ Value for Money
10.2% Maltese Hospitality
Type of Booking Trip Bookings Made With
Package Bookings
Non-Package Bookings
93 %
68.9 %
64.7 % 38.2 %
22.6 %
16 % 2.8 %
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
5.6 %
Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
17.6 % Tour Operator/ Directly with Exclusively Travel Agency Suppliers Internet-Based Travel Operator
Package Non-Package
0.9%
Both
32.7%
66.4%
74.8%
Completed Trip Bookings Online
Type of Trip
1st Time vs Repeat Tourists
3.7% 3.7%
Malta Only Gozo/ Comino Only Both
68.1% First Time
92.5%
31.9% Repeat
Travelling Party
0.9% Alone
43.0% Spouse/Partner
50.5% Family
4.7% Friends
0.9% Organised Group
Type of Accommodation Used Malta & Gozo
4.8% of Danish tourists spending nights in Malta stayed in 5* hotels.
21.0% stayed in 4* hotels.
64.8% stayed in 3* hotels.
7.6% utilised self-catering apartment/ farmhouse/ villa.
Activities Engaged In Cultural
Outdoor
66.7% Visit Historical Buildings
63.0% Visit Churches
36.1% Visit Museums 31.5% Visit temples/ archeological sites 8.3% Attend Local festival/ event 7.4% Visit arts/ craft sites 7.4% Visit local produce sites/ agro-experiences
68.5% Swimming/ Sunbathing
29.5% Trekking/ Hiking
25.9% Leisure Boat trip/ tour
5.7% Scuba Diving
Recreational 74.1% Dine at restaurants
45.4% Shopping
21.3% Spa/ Wellness
Tourists' Expectations of Malta Exceeded
Met
Not Met
28.8%
69.2%
1.9%
98.1%
Would recommend the Maltese Islands to their friends/ relatives
Sources: MIA, NSO & MTA Traveller Survey Compiled by MTA Research Unit