Almost every tourist destination experiences fluctuations in visitor numbers throughout a particular period during the year. Island destinations are more prone to have 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 in Gozo has to face is the high seasonality element in which it operates. One way of mitigating this problem is by extending the busy season in the months preceding and following it. A lot can be done in this regard.

As trends and expectations of travellers change, the marketing strategies employed by destination Gozo must be constantly evaluated and adjusted. The traditional methods of positioning a destination in the minds of tourists do not work as well as they used to. Advertising on its own is no longer as effective when it comes to drawing consumer attention. Things have to be done differently. We have to be innovative. Non traditional marketing strategies are needed to increase the market share.

As a destination, Gozo must 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 the much needed positive impact on the local economy. While the travel and hospitality industry is traditionally considered as a service industry, it is also evolving into an experience industry. Niche marketing will remain the only viable option in the foreseeable future for a small destination like Gozo.

Gozo has already established itself in the very important niche of diving. This sector is proving to be a valid market in attaining the much needed season extension. Divers can come to Gozo as early as March and as late as the end of November.

Walking and cycling are other niche activities that are still in their early stages. The Gozitan terrain and countryside in spring, autumn and winter is proving to be a visitor puller. But Gozo needs to be more prepared from an infrastructural point of view for this type of niche.

The upkeep of our picturesque countryside, especially keeping it free from dumping sites and open skips, is paramount in order to make these places more appealing to ramblers. The Gozo country-walks concept, which was started some years ago between the Ministry for Gozo, Malta Tourism Authority and Gozo Tourism Association should be revived, intensified and further enhanced. More information, both that is interpretative found on site as well as printed matter, will definitely make this Gozitan experience complete. Meanwhile we have other opportunities which can be much better exploited in this regard. Hitting or missing niche markets is crucial for Gozo.

Carnival is another annual event which has become synonymous with the island. We have managed to promote and sell it within the domestic market , but we have not as yet been similarly successful with the foreign market.

Gozo is also missing on the potential posed by the production of lyric operas, staged annually in Victoria. While hundreds of co-nationals are attracted to cross the channel and spend the night on Gozo after enjoying the much lauded performances, the same cannot be said for foreign visitors.

Hopefully, the government's proposal to turn Gozo into an eco island will also provide this gem with another niche with which to enhance its tourism product.

If Gozo markets its unique selling propositions and advertise them like any other destination, it will be missing a basic element - differentiation.

We must make ourselves stand out.

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.

We need to narrow our focus in order to broaden our sales. But first we must get our act together.

Joe Muscat is secretary of the Gozo Tourism Association