Some weeks ago, I had the opportunity to address, for the first time as Opposition spokesman for tourism, the annual general meeting of the Gozo Tourism Association. Following this, as Opposition, we had a frank discussion with the association’s executive council.

Commendable indeed, is the commitment of the Gozitan business community towards their tourism product.

As I followed the panel discussion between persons coming from a wide range of businesses connected to the sector and the presentations made by the GTA officials, I could feel the passion, the sense of ownership and the pride with which these people look at Gozo, a beautiful authentic island, which stands out as a unique, distinct attraction.

All this helped to strengthen my conviction that we need to work together to further develop a tourism policy that not only responds to the specific circumstances and resulting needs of the industry but, more so, which is proactive, adopting an innovative approach on how to encourage, develop and promote Gozo as a unique region.

Improving connectivity, in general, between the Maltese islands and strengthened connections with established and new markets is essential. Much has been done in this regard.

The previous administration injected €150 million, mostly out of EU funds, in the ferry service to build new ships and terminals. In addition, a hefty additional investment was made in arterial roads, connecting the Mġarr port to the island’s main touristic zones.

All this was done for the benefit of the island’s touristic appeal and for the good of the island as a whole.

I would not like to be misunderstood. My point is simply to point out that it is never enough and that more can be done in fine-tuning our connections to make our islands more accessible.

In my view, connectivity, despite being a key factor, is only part of a wider equation to strengthen the island’s competitiveness. There’s more to it. Equally important, undoubtedly, is access to complete and, as much as possible, accurate information on what is happening in the market.

I believe there should be a bigger effort to have a better statistical record of those who visit the island as tourists, whether Maltese or foreigners. I say this particularly with regard to self catering accommodation, a major factor in Gozo tourism. So far, this information is either missing or leaves much to be desired.

Product Gozo should be better developed: a destination in its own right

We should examine closely the message being sent with regard to the product being offered. I have already lauded the operators’ sense of ownership of and passion in the industry. This should also be reflected in the way accommodation establishments, whatever they might be, are maintained. I say this, time and again, that a thorough assessment of the general standard of accommodation being offered should be made.

That little bit of extra investment can make a world of a difference in the general impression of the product as a whole.

Objectively, we should also assess how well we are exploiting the web potential. In no uncertain terms, this is the way forward for effective marketing. We should continuously encourage the development and upkeep of top-of-the range internet portals, which are continuously updated with what is available and at what price.

Investment in human resources is crucial. It was sad to note, from the answer I was given to a parliamentary question I had tabled some weeks ago, that only seven students attend ITS in Gozo and in just one course.

It is certainly clear that an extra effort needs to be made to encourage more students to take up a career in tourism.

If we really want to keep promoting Gozo for the quality it offers, and rightly so, then we should invest more in the abilities of our people because it is through their skills that they can polish our diamond to make it shine brighter.

All this should be fairly seen within the context of the insularity of the island and the challenges it poses to Gozo. Such challenges, which give rise to certain risks, in themselves present other opportunities.

Our task is to see how to make the most of all this. Size and insularity are in themselves a selling point for those seeking such an authentic destination, unique in the Mediterranean.

So many niches can benefit: agritourism, diving, weddings, religious, environmental, to mention just a few. Certainly, with some deeper more innovative thinking, the list can be endless.

Gozo should not only be ‘sold’ as a place to visit but also an experience in itself. For this to happen, one needs to involve the local communities. Maybe, without knowing, their presence, is in itself an important contribution to this.

Local communities should be central to the strategy. The benefit is two-fold. The obvious one being their contribution and, secondly but equally important, their commitment and ownership, which should be ascertained by giving due consideration to how the strategy should affect their way of life.

It is up to us, particularly the Gozitan business community itself, with the help of the authorities, to think and develop Product Gozo better:, a destination in its own right, as it should be.

Antoine Borg is Opposition spokesman for tourism.