The Minister for Tourism Dr Edward Zammit Lewis and the Minister for Gozo Dr Anton Refalo addressed a Business Breakfast related to the successful implementation of the project, Island of Gozo: A unique destination for all, organised by the Gozo Tourism Association. This project was co-financed by the EU, headed by the GTA in collaboration with the EUPD within the Ministry for Tourism and the Malta Tourism Authority (MTA).
Dr Refalo opened the business breakfast and noted that such projects consisted of promoting Gozo on various websites, publications, TV spots and a variety of other productions with a total cost of €210,000.
Minister Refalo outlined that the main objectives of this project were of promoting Gozo with the domestic market, to increase the promotion of Gozo with the international market especially the UK, Italy, France and Germany, to improve the promotion of Gozo online and to offer more direct booking possibilities to the Gozitan establishments.
"Valuing what is local and encouraging sustainable growth is an objective that is fully supported and the Ministry for Gozo is there to help all stakeholders involved." Minister Refalo stressed that "our commitment is to continue to promote this island, to strengthen an economic segment that contributes in no small way to the development of the island and to send a clear message to investors that they have our full support".
Dr Refalo concluded that finally "we have to keep on promoting and marketing the destination in order to be competitive with so many emerging new destinations, some of which seem to have limitless budgets for the promotion of their respective destinations".
Dr Zammit Lewis stated that the objectives of this project merge nicely with those set in the National Tourism Policy and Tourism Strategic Vision 2030 launched earlier this year. Minister Zammit Lewis emphasised that through this project a Marketing Plan for Gozo was drafted and for the very first time presented the local stakeholders with a strategic document. The objectives are based on the principle of sustainable development, with a view to safeguard the positive aspects of the country's attractiveness as a tourism destination, while aiming to achieve higher rates of economic returns.
Other important aspects of this project, highlighted by the minister, were the upgrading of the GTA's website islandofgozo.org, which is now a booking portal and a conference in Gozo which was held in May.
"This will become an annual event whereby local and international stakeholders can meet to discuss and take decisions on how best to improve Gozo's overall product and image. This project helped increase the island's visibility and elevate its brand identity on the international market," said Dr Zammit Lewis.
Furthermore, the Minister for Tourism referred to promotional initiatives supported by the MTA to promote the cruise lining industry in Gozo, which include advertorials in cruise industry trade magazines. The island of Gozo is continuously mentioned and promoted for its unique characteristics, an excellent opportunity to show cruise passengers a different product to Valletta and the Grand Harbour area.
Dr Zammit Lewis also explained that in order to ensure an enriching experience for Gozo visitors, the Ministry for Finance and the Ministry for Gozo together with the Arts Council Malta and the MTA are working closely to restructure Gozo's cultural calendar. The objective is to entice tourists and locals to visit Gozo and spend one or more nights in our sister island. It will also allow the MTA to promote this cultural calendar further with tour operators in a more structured way.
"Destination branding is a process which requires nationwide coordination and an integrated approach with the private sector. Indeed this project has contributed in this process. Finally, I take this opportunity to congratulate the GTA, the EUPD, the MTA and all the other entities that have contributed to the lateralisation of this project," concluded Dr Zammit Lewis.