Cultural tourism is one of the largest and fastest-growing global tourism markets. According to figures from international institutions, cultural tourism accounts for over a fourth of the global demand and it is expected to increase in the coming years. Whatever the exact figures or the extent of its contribution, the fact remains that one can clearly observe that many localities, especially those not blessed with great natural resources, are seeking to enrich their cultural activities to promote their region as a destination, enhance their competitiveness and the overall attractiveness in terms of tourism package. This simple concept has grown and expanded so rapidly in the last decade that it has become an important niche market today.
When it was first mentioned locally, many thought that it is a niche market restricted only to a particular strata of our society. In practice it cannot be more different from that. A classic definition of cultural tourism is that it revolves round the lifestyle of the people, their history, their art, architecture, religion, and other elements that helped shape their way of life.
When taking office in 2013, one of our main aims was to develop, with the participation of a wide spectrum of stakeholders, this niche. We were aware that attempts had been made in the past, thus we made sure to build on that. Given the results, I believe that in the past three years we have achieved success also in this field. There is broad consensus that Gozo has made a great leap forward in terms of promoting itself as a cultural destination all year long. I remember a time when events in Gozo were no longer held when summer ended. Nowadays, the end of summer does not mean the end of events. The last local feast no longer means that our villages and squares will be deprived of their lively activities.
Thankfully, the summer that is coming to an end was full of concerts, feasts, and performances. Now, Gozo will continue on the same path with a new lively and brilliant calendar of events from September onwards. We have made sure that Gozo will have an incredibly active year-round cultural life. Concerts, dance shows, re-enactments and festivals make the island a special place for those that choose to visit us and for the locals alike. These planned events will take place all across the island.
Since being rehabilitated, the Cittadella seems to have been transformed not only aesthetically, but also culturally. It has become the beating heart of Gozo that holds unique and diverse events. For example, over the next few days, the Cittadella will again become a relevant open air theatre, revitalising the narrow and historical alleys and enlivening old and new locations, thanks to the support and initiative of the Ministry of Gozo and the enthusiasm of so many volunteers in the cultural, arts and music sectors.
Foreigners are often surprised that such a small place can offer such remarkable cultural contributions, which are both diverse and rich in intensity. We felt it is fundamental that we help in the marketing of these initiatives. We felt that without a solid and consistent strategy that can engage the attention of potential visitors, the benefits would be very limited. With this aim in mind, we ensured that we could present a cultural calendar that is alive, modern, diverse and continuously marketed in order to attract a wide range of people.
We view the tourism industry as being made up of different spheres, each one depending and enriching the other. Cultural tourism is one of them. The other spheres are equally important and need to both complement and support it. The next step in our vision is to increase our efforts to aid operators in this industry to come up with initiatives of their own that can help Gozo make the next leap in terms of cultural tourism.
Dr Refalo is Minister for Gozo