In a drive to change the prevailing picture of Gozo in the minds of MICE (Meetings, Incentives, Conferences and Events) decision-makers and potential visitors, the Kempinski Hotel San Lawrenz has embarked on an extensive publicity programme this year, targeting the entire European continent.

"Gozo has a completely different and unique identity, but word about its special character is simply not out yet," said the hotel's general manager, Emel Atikkan. "Kempinski is Europe's oldest luxury hotel group, which practically guarantees the quality of services and facilities.

But the destination itself is of at least equal importance, and there is still a lot of work to be done in order to put Gozo on the map for discerning travellers and event organisers," she said.

With the assistance of Air Malta, and aided by the Malta Tourism Authority's international offices, the hotel is organising familiarisation trips for sales managers and journalists specialising in destination scouting for the meeting and wellness sector. While the invitees are lodged at the hotel, where they are able to inspect and sample the facilities, the actual focal point of these trips is Gozo itself and its wide-ranging possibilities for both the business and leisure traveller.

The first group to benefit from this programme came from Russia and was made up of 13 tour operators and journalists, accompanied by Irina Stevens, Kempinski's Director of Global Sales in Russia. Their visit was followed by the Kempinski Group's global sales directors and managers from Germany and Switzerland, who were joined by Marina Tavolato, director of the hotel's newly appointed PR agency in Rome.

Gozo's unique selling points were illustrated by treating the participants to jam-packed programmes of sightseeing, adventure activities, spa treatments and local cuisine.

The hotel is currently organising another two trips from Italy and the UK.