Although religion has, in part, to do with this, building altars and protecting niches is not an exclusively religious affair. It is, what in more technical jargon we call exploring a comparative advantage. It is about spotting not only what you are good at, but more importantly what you are better than others at, and exploiting that feature. Niches have been applied to tourism so much so they almost became clichés. However, the reality is that niche tourism remains our essential next step in the tourism sector for Gozo. Why?
Mainstream tourism in Gozo – the sun-and-sea type of summer tourism – has more or less reached saturation point. We have to constantly make sure this does not falter, but otherwise, the size of the island allows for very little growth in our present state of being. At one point, we may find ourselves in a situation where a greater number of tourists may cause more damage to the environment, infrastructure and facilities. So niche tourism can solve two pertinent issues; firstly, it can be directed to the leaner months – autumn and winter, thus filling any gaps rather than adding pressure on the already popular summer season. Secondly, niche tourism is known to attract more quality tourism – visitors that can pay more for a higher quality travel experience. That means that with the same amount of visitors, more money is injected into the island’s economy.
Once the concept of niche tourism is accepted as our essential next step in the tourism sector for Gozo, we then have to carefully choose which niches to carve, which niches to protect, which altars to build. Because, as the Maltese saying goes, ma tistax tħott artal biex tibni ieħor – you can’t dismantle one altar to build another. We have to ensure that all tourism niches we invest in can co-exist, respect and more importantly complement each other. They have to complement the larger government agenda in environment, economy, education and social policies. Likewise, the larger government agenda has to cater for the tourism niches intended for development. Thus, the Ministry for Gozo has embarked on a number of projects to help improve niche tourism on the island.
A simple outline includes religious tourism, sports and medical tourism, diving, conferences, adventure, weddings, culture and cruise liners. Each niche is targeted differently as there are issues of infrastructural investments and promotional campaigns. Some niches such as diving are already up and running. There had already been some substantial investment, so our plan of action in this regard is to use good practices to our advantage and continue with bolder advertising campaigns. Other niches, such as medical tourism or sports tourism, need a longer-term plan as we must start tackling them by investing in major infrastructural investment. Central to the medical tourism plan is the Barts Medical School setup for which there is not only the Gozo Ministry’s approval, but the whole government’s active involvement, interest and political will. This, in turn, will generate more activity and sets the ball rolling for other amenities, such as specialised accommodation facilities, perhaps other private clinics and the likes. The Gozo Ministry is also eyeing sports tourism and the Gozo Sports Board has also been coming up with ideas and initiatives. However, there is one stumbling block as Gozo still lacks, in this day and age, facilities such as a public swimming pool. With hard work and sheer determination, the long-promised natatorium (indoor swimming pool) will soon see the light of day. Yes, it is also intended for the domestic population as it conducive to healthy lifestyles for Gozitans as well. However, if we want to tackle sports tourism, as indeed we are doing, these must-haves should be in place, and we are doing all we can to see that they will be up and running in due time.
More infrastructures are also needed so that the island can properly tap specialised and higher-end tourism for conferences and cruise liners. In both cases, the interest shown is encouraging, so it is always a pity to have to turn down a generous conference offer because there are not enough syndicate rooms in one place or a large hall that can host a thousand delegates. If we sincerely believe that the returns of such higher-quality tourism are strong enough, then we should be bold and courageous enough to spot the few places we have and invest in them so that one day we will have the required amenities. The same applies to the cruiseliner industry. Experience has shown us that Gozo has the charm to lure this industry. We welcomed almost 10,000 cruise liner passengers to the island last year, while the 18 vessels that stopped in Gozo last year are set to increase to 26 this year. That is what drives us in our bid to correct the situation in Xlendi and replace the flawed berthing buoy with something that can effectively meet the requirements of the industry.
Alongside these, there are already some niches that have been carefully carved and all they need is the strength and support so that they can flourish. Two prime examples are religious and cultural tourism. Initiatives like Betlehem f’Għajnsielem, the organised Christmas festivities, Easter events and improved facilities in important religious sites such as Ta’ Pinu, various churches and church museums, from St George’s Il-Ħaġar to Għarb’s Mater Ecclesiae, and now Ċittadella with its Cathedral help seal a mark of higher-quality attractions. This is similar to the cultural aspect of tourism with the autumn operas by Astra and Aurora, the Gaulitana festival in spring and the Victoria International Arts Festival in summer, all of undisputed international calibre. Add to this category adventure and wedding tourism, and you get an array of niches that can attract higher-spending tourists all year round. Our efforts in all these sectors are directed at improving marketing strategies. Thanks to hard work by volunteers, institutions and government agencies, we have established the product. Now we have to sell it – at the right price, the right time, the right places and to the right people.
Ultimately, one has to keep in mind that we are talking about very specific markets. Thus, extra attention needs to be taken, and luckily, thanks to a very understanding administration at the MTA, we are already reaping the benefits of the past two-and-a-half years of hard work and strategic planning. A feel-good factor that drives 18 applications for new hotels or extensions in Gozo and a whopping 58 per cent increase in visitors during the lean months are both something to take pride in as well as a motivational factor that boosts our enthusiasm to keep forging ahead in the, allow me to call it, right direction.
Dr Refalo is Minister for Gozo