A niche tourism market is a specific market segment, usually with a well-defined product, that can be tailor-made to meet the interests of the customer. Religious, walking and diving may all be considered as examples of niche tourism. It is relevant to point out that ‘niche’ does not necessarily mean ‘small’ – on the contrary niche markets can generate large numbers of tourists.

It is also worth mentioning that niche market tourists are not necessarily high spenders, although, however, many in fact are. Therefore developing niche market tourism does not necessarily increase the average spend of tourists. This notwithstanding niche markets are effective in diversifying the product, mitigating the effects of seasonality, and reducing pressure on ‘honey pot’ areas by distributing tourists to lesser-visited places within the destination.

Gozo is ideal for niche marketing, and although we are experiencing growth in certain niche markets, like diving and walking, there is however room for exploitation of new emerging niches. Potential examples from which Gozo may benefit are the culinary, wedding and fishing niches.

Culinary tourism tends to be largely a domestic tourism activity, with consumers travelling to places where they can eat and drink specific food and beverages usually made from regional and local produce. The International Culinary Tourism Association predicts that this segment will grow rapidly within the coming years. Although there is the perception that consumers do consider food when deciding where to take a holiday, however the growth in popularity of ethnic cuisines like Thai, Indian, Chinese, and Mexican throughout the industrialised countries is attributable, to a significant degree, to tourism, where visitors sample local foods and develop a taste for them.

Food and drink festivals constitute the only instance where the decision to travel is taken solely on the grounds of the gastronomic experiences offered. These are becoming more prevalent, particularly in Europe. While this segment is growing, at present it is estimated that there are no more than one million international culinary tourists travelling each year.

Consequently, culinary tourism is a segment that may appeal to a broad range of consumers. With consumers being increasingly aware of economic, environmental and health related benefits of local produce, there is an increased desire to sample local traditional dishes and beverages. This has led to the emergence of local food and drink festivals, as well as increased interest in local markets. Growth in this niche market is expected to be strong over the coming years, although from a relatively small base, so volumes will still be small. Culinary tourism is a growth segment, and Gozo can optimise on this sector were gastronomic tours exposing the unique Gozitan cuisine can be combined with other activities such as cultural tours, cycling, walking, and the rest.

Weddings and honeymoon related tourism is another emerging niche that Gozo stands to benefit from, if properly promoted and marketed. It is estimated that UK citizens are involved in 45,000 weddings abroad annually, and on average, they spend €5,000 on a wedding abroad, and €2,000 on a honeymoon.

This is another niche segment, which is expected to gain momentum in the coming years. However, there are certain elements of the wedding and honeymoon market that will experience particular growth. Second marriages, and those marrying later in life (the 35-45 age group), are more likely to generate demand for weddings and honeymoon tourism.

The number of remarriages is increasing, and is set to continue to do so. Hence the number of second honeymoons will also increase. Due to strenuous work demands, particularly where holiday time tends to be used at certain times of the year, there is an ever-increasing trend of newlyweds taking a honeymoon that suits their employer’s demands, thus foregoing the traditional holiday immediately after the wedding. Consequently there is more inclination to travel further and for longer when the honeymoon is taken.

The uniqueness of Gozo, and the fact that it is a small island is proving to be attractive to those who choose the island as their wedding or honeymoon destination. The idyllic atmosphere and the same character of the island coupled with the hospitality of the Gozitan people can further entice potential guests to experience the memorable wedding day or honeymoon period, on the Island.

For centuries the Gozitan community had natural ties with its surrounding Mediterranean sea. Up to 50 years ago the fishing trade was one of the main job providers on the island. However nowadays fishing is becoming also the very primitive process of catching fish for recreational purposes. Consequently, fishing tourism relates to trips taken for the main purpose of catching fish. Being an Island, Gozo provides diverse fishing opportunities for both fishing from the sea, as well as from the shore, such as from the piers, jetties, and the picturesque shoreline. Deep-sea fishing on Gozo and around the island can also be experienced. It is possible to estimate the level of interest in fishing from various national surveys that show the number of participants and the proportion of the population these people represent.

However the growth or decline of fishing tourism is particularly hard to determine. Participation levels in fishing have been falling throughout Europe and North America. This change is slight, however it is a clearly identified trend. This does not necessarily translate to less interest in fishing as a holiday activity, and indeed there are positive indicators with respect to this, and it is predicted that fishing tourism will grow over the next five years. One of these positive indicators is the increase in popularity of fishing in destinations such as Kenya and Mexico. Not only is it on the increase, but the types of people that choose to do it are quite often people that do not fish at home.

The tour operator sector shows signs that fishing is proving to be a healthy sector. This market is full of small specialist operators that focus on specific types of fish, fishing or destination. Since fishing has so many different sub-sections, it offers many niche market opportunities, a characteristic that makes it very appealing for new fishing specialist operators.

Finally 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 special interest 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.

On Gozo we need to narrow our focus in order to broaden our sales. To attain this ambitious but reachable target, we must be, proactive, innovative and productive. However we most of all need to put our acts together and pull the same rope.

Joe Muscat is Secretary of the Gozo Tourism Association