Lessons to learn

For an island to be a tourist destination is easier said than achieved. And being a small island like Gozo, dependant on a larger island, becoming a distinct destination is an even more difficult objective to attain.

But as statistical figures come trickling out this self-imposed statement is slowly, but surely, gaining realisation. The increase in tourist arrivals in Malta, hitting the 1.2 million mark, was also felt on the sister island.

According to recently published NSO statistics, hotels and guest houses on Gozo enjoyed a 19 per cent increase in the number of foreign tourist arrivals during 2007 compared with the figures of the preceding year. This is a significant increase. It is also a hard-earned increase. The secret behind this relative success was the collective effort of those who strive towards the attainment of sustainable tourism on Gozo.

Sustainability is the first issue we need to tackle. Let us not rest on our laurels and believe that this increase is here to stay. This increase set a benchmark for all those involved in the tourism sector, which they, alongside the Government and the whole Gozitan community, need to strive to build upon.

One of the key elements that contributed heavily towards the increase of tourist arrivals in Malta was the fact that the destination was made more accessible through the introduction of low-cost airlines. If Destination Malta felt the need to be more accessible, how much more does Destination Gozo need to be more accessible throughout the whole year?

Much has been done in this regard. Three new ferries, scheduled crossings spread over 24 hours daily all year round, a new quay at Ċirkewwa, a modern passenger terminal at Mġarr, direct coach transfer between Ċirkewwa and Malta International Airport, a new road linking Mġarr harbour to the centre. All this infrastructural investment helped in no small way to make Gozo more accessible to both the foreign and domestic tourists and is pivotal in sustaining the tourism industry in Gozo.

But we need to aim higher and endeavour to achieve greater sustainability by maintaining and improving upon Gozo's accessibility infrastructure. Tourism on Gozo direly misses an air link. The island still lacks berthing facilities for cruise liners in its main resorts. Adequate access on the island itself is still lacking when it comes to public transport services.

During 2007, Gozo benefited through an intensive marketing campaign specifically aimed at the domestic market. The results of this collective effort are there for all to see. The Gozitan hotels and guest houses averaged a 10 per cent increase on domestic tourist arrivals in 2007 on figures registered during 2006. The inspiring TV spots advertising the beauty of Gozo as well as the effective publicity through the monthly publication of Let's Gozo surely had something to do with these results.

This is another lesson that we need to learn. The domestic market cannot be guaranteed. We need to maintain it, we need to sustain it. Moreover it is vital for the sustainability of the tourist industry on Gozo. It is up to us Gozitans, first and foremost, to realise this and protect rather than exploit this important source of economic generation especially during less popular months.

Most importantly, stakeholders in the industry firmly believe that what has been achieved through proper marketing and publicity in the domestic market can likewise be attained in the foreign market. Gozo is a distinct destination and thus merits distinct publicity especially aimed at specific niche markets which the island has so much potential to attract.

During 2007 several cultural events were held all over the island, which together with those already established in Gozo's cultural calendar, served as added attractions to visitors. Carnival, the Good Friday pageantry, the village feasts, lyrical operas, Notte Gozitana, Seħer il-Punent, the EU Treaty 50th anniversary celebrations, Dwejra Fireworks Festival, Qala International Celebrations to name but a few.

All these contributed heavily towards the crossings of thousands of Maltese who opted for short breaks on Gozo during the year.

In this regard 2008 seems to be following suit as apart from those that were already organised there are other activities in the pipe line, some of which are really innovative to Gozo. Various local councils and other NGOs are to be favourably mentioned for their initiative in the organisation of such activities.

Tourism on an island like Gozo needs to be sustained through constant and consistent access, targeted marketing, and a varied, well spread, purposely planned calendar of events. Through the amalgamation of efforts and resources of all those involved we can truly achieve a sustainable tourism industry on this jewel of an island.

Mr Muscat is secretary of the Gozo Tourism Association.