Searching for a niche: Gozo

Tourism in Gozo was, in the past, considered a complementary attraction to the Malta package and this had caused some concern among the commercial sector. Over the past five years, the situation was addressed in a number of ways:

These included: The development of a specific segment for Gozo within the structure of the Malta Tourism Authority; a series of infrastructural projects to improve the road network in the island; the construction and development of a sea passenger terminal; the improvement of a number of village cores to enhance the character and traditional culture of Gozo and specific references to a coordinated tourism strategy including Gozo within the integrated National Tourism Plan (2007-2011).

This investment by the government together with the private sector meant that statistics show a total of 53,025 tourists in 2006 as visitors who specifically chose a Gozo-based holiday. This does not include the domestic tourism figures that have swelled the islands' tourism statistics over the past years. There has been a suggestion for a Gozo Tourism Authority but we need to consider the implications of such a proposal. Do we really want to complicate the tourism strategy for these islands or do we agree that there has to be a holistic approach to the implementation of the Tourism Plan (2007 - 2011)?

The initiatives taken by the Gozitans themselves and, especially, through the Ministry for Gozo as well as NGOs such as the Gozo Tourism Association means that there is enough ownership of the implementation process.

The fact that Gozo is recognised as a specific and separate sector by the MTA means that, in developing the Malta and Gozo brand package, it is the most effective coordinated approach in which the islands could be marketed, particularly when it comes to focusing on the core markets for both islands. There is diversity in the islands' tourism products. I am certain that by setting up an authority for Gozo we will only be taking the risk of creating an internal market conflict. Malta has its own unique selling propositions and Gozo has its own particular aspects which attract tourists.

I could consider Gozo's attractions to fall under five distinct headings:

Environment - The size and rustic feeling in Gozo lends itself very much to an area to which one could attract visitors for either one of these activities: walking, trekking, eco holidays, history, culture and gastronomy. These initiatives have already begun through the proactive work of the local councils and NGOs and the MTA has produced a number of brochures and walking guides. Local council initiatives (say, Nadur - nature park at Torri Isopu) reflect the sense of civic awareness that exists on the island.

Transport - The launch of the new Gozo ferries, which were designed and built by Maltese workers, provide a comfortable and efficient way of crossing over to Gozo and the recent express service from Malta International Airport and Ċirkewwa has supplemented initiatives such as Air Malta's Flydrive and the taxi service.

Other initiatives include the seaplane service that offers a unique way of travelling to Gozo and seeing the islands from a different perspective.

Natural beauty spots - There are a number of such sites and this means we need to enhance Gozo's natural beauty and not add embellishments that are extraneous to the natural landscape.

History - Gozo has a number of private museums that demonstrate the island's rich traditions, history and culture. It was, certainly, commendable that Gozo receives attention in terms of restoration and a visit to Ġgantija today will certainly confirm that commitment by the government.

Accommodation services - There are a good number of four- and three-star hotels and apart- hotels in Gozo but the emphasis remains, here, not on the size of the hotel or unit but on the competency of the islanders in making people welcome and, where possible, integrating them into their social calendar. The development of the first ever hotel school and training hotel in Gozo probably reflects that determination to excel at quality service.

What Gozo needs today is a strong policy by the government and even stronger leadership that is committed to that policy.

In conclusion, I feel, as a tourism journalist, that Gozo has got potential as long as we build on what has already been developed without re-inventing the proverbial wheel! Let us move forward together!