Almost every tourist destination experiences fluctuations in visitor numbers throughout any particular period during the year. Island destinations are more prone to experience busy seasons during the summer months and low numbers in the lean and shoulder months.
Gozo is no exception to such trends. In fact, one of the main obstacles that the tourism industry on Gozo has to face is the highseasonality element in which it operates. One way of mitigating this problem is by extending the busy season in the months preceding and following it. Much has been done and is being done in this regard, especially on Gozo.
As trends and expectations of tourist change, the marketing strategies employed by Destination Gozo must be constantly evaluated and adjusted. While the travel and hospitality industry is traditionally considered as a service industry, it has evolved into an experience industry. In this regard, the various tourism niches on offer present a most valid, viable option in the foreseeable future for a small destination like Gozo.
Hitting or missing on niche markets is crucial for Gozo
It is through the experiences of these tourism niches that in 2015 Gozo continued to attract more tourists to stay overnight and visit the island for the day. Such a recent opportunity was experienced during the last week of December between Christmas and New Year’s Day.
The numbers of Maltese and foreigners who crossed over to Gozo during that week was yet another proof that Destination Gozo has established itself as the Christmas island. Bethlehem f’Għajnsielem and numerous other attractions amalgamated under the festive programme themed Christmas in Gozo gave added value and a unique experience to all the visitors to the island during those days.
Carnival is another annual event which has become synonymous with Gozo. It is a unique occasion for the visitors to Gozo to live the carnival experience while among us. We have managed to promote and sell it with the domestic market and it is similarly imperative to offer it successfully to the foreign market.
There are other Gozitan experiences on offer on this tiny, yet resourceful island, while we have other opportunities that can be much better exploited in this regard. Hitting or missing on niche markets is crucial for Gozo.
It is encouraging to note that during this low season the experiences mentioned above are being augmented by initiatives by the Ministry for Gozo and Gozo Channel through reduced ferry fares. These schemes, which were introduced at the beginning of November and continue during this part of the low season, are very effective means to further mitigate the seasonality aspect of Gozo.
These efforts, coupled with some of the experiences mentioned, are helping tourism establishments to keep on improving their performances. This was amply expressed by the Gozitan touristic establishments in a survey carried out by the Gozo Tourism Association this month in which 65 per cent of respondents stated that, last year, their business registered increases on 2014.
As a destination, Gozo must continue to define what makes it distinctive in order to understand the best strategy to attract guests who will appreciate what this little island has to offer and, at the same time, leave a much-needed positive impact on the local economy.
If Gozo markets and promotes its unique selling propositions like any other destination it will be missing a basic element – differentiation. We must differentiate ourselves. Today’s travellers are inundated with advertising, to the point that they ignore it or simply bypass it. Gozo does not need to compete but Gozo needs to be unique.
In Gozo, we need to narrow our focus to broaden the sales. To attain this ambitious but reachable target, we must, most of all, synergise our efforts and pull the same touristic rope.
Joe Muscat is CEO of the Gozo Tourism Association.