As a destination, the Island of Gozo is working hard to define what makes it distinctive in order to enable operators and other stakeholders in their incessant search for the best strategy to be adapted in the promotion and marketing of the island as a unique destination. It is a quest that aims to attract guests who will appreciate what this little island has to offer, and at the same time leave the much-needed productive impact on the local economy.

Perhaps the lynchpins of Gozo's identity to keep on attracting tourists both foreign and local are the quality, authenticity and distinctiveness of the island. These tourists are crossing to Gozo to experience the island's reality, exploring its past and getting a glimpse of the future. They are looking for an experience, not a destination.

And we have to admit that quality, authenticity and distinctiveness are the three main pillars that make Gozo so culturally rich. Cultural tourism in its traditional form is a niche product for Gozo, but its scope and reach are altogether wider when promoted as the Gozitan art of living. Culture is not only about history, art, folklore and popular fantasy; it is also a contemporary vitality and reality. Artists, creators and the local people create here and now and not yesterday.

And this is one of the main reasons that also form the sound basis of Gozo's domestic market. Maltese tourists are already cultural tourists, as during their short holiday breaks they look for and experience the quality, authenticity and distinctiveness of Gozo.

Although we have the real basis of culture tourism in Gozo, we have to continue our efforts to optimize and maximize on these real attributes that can attract more domestic tourism. To this end, the Ministry for Gozo through its different entities has embarked on numerous initiatives to enhance the cultural experience.

The setting up of the two seasonal cultural calendars, aptly named Christmas in Gozo and Holy Week in Gozo, are two examples of additional tools that encourage visiting to island. Even the Carnival calendar,  co-ordinated by the Cultural Unit in the Ministry for Gozo has now became a promotional means to attract Maltese over to our island, during one of the busiest and most colourful weekends in Gozo.

We are committed to continue with our endeavours in favour of this internal form of tourism as it forms a very important component of the Gozitan tourism market make up. That is why we started offering reduced ferry fares on Gozo Channel during the winter months. In their majority, domestic tourists are perceived as liberal spenders, whenever they visit Gozo. This type of domestic tourism is of utmost importance for the sustainability of the Gozitan tourism industry, especially in the low season.

This domestic market is one of the target markets that Gozo managed to attract and as a target market we need to exploit it, nourish it, enhance it, and look after it, as it has all the potential of sustaining the Gozitan tourism industry throughout the whole year.

 

Dr Refalo is Minister for Gozo