Economies and societies are constantly changing. From an agrarian one, they go through industrialization and then derive growth from services. Services were considered as the final stage of their evolution. However, nearly two decades ago an academic contribution by Joseph Pine and James Gilmore suggested that the service economy is a transitional period which leads to ‘an experience’ economy.
The term derives from the business community, where businesses would provide their clients with memorable experiences, and such clients would be willing to pay for that event. This in a way explains why people are ready to fork out big sums of money to walk the Sydney Bridge, bungee jump from high areas, sky dive, climb a dangerous mountain, visit geysers and volcanoes and the latest fad, pay for a trip into space. There is a market for those willing to pay to live experiences which they consider highly enjoyable, remarkable, and/or thrilling. It all boils down to the idea that a business connects with its customers and is able to secure their loyalty by making them feel special and offering them a memorable occasion.
This is what Gozo should stand for – a memorable experience, without actually needing to go for extreme sports and adventures. The vision of the Ministry for Gozo is that of working towards enabling a business environment where people who visit the island are given a service which makes their stay remarkable. The many events being organized by the Ministry through its cultural department and other entities such as the Gozo Sports Board provide a feed of activities which engage the public and deliver unforgettable experiences. In the coming weeks, Gozo will be organising several cultural activities, including a fireworks festival, music, arts, sports and religious events.
The Gozo experience is the whole package: the accommodation, the food, the transport, the shopping, the sightseeing and the different organized activities. In order to complement the work done by the government in the organization of events, ensuring the cleanliness of public places, the maintenance of roads and walking tracks, it works with representatives of the private sector in the form of the Gozo Business Chamber and the Gozo Tourism Association and many other private and public entities, to ensure that the needs of the business environment are vocalized to find a way forward to make the whole ‘experiencing Gozo’ a valid strategy. Together we have seen increases in employment, economic growth, bed-nights, passengers and cars crossing over to Gozo, and tourists.
It is also the responsibility of every person living and visiting Gozo to maintain the beauty and cleanliness of the island. The Ministry constantly engages in public works, maintenance of rubble walls, cleaning of valleys, beach cleansing, upgrade and renovation of public buildings, road upkeep and much more, such as standards to be attained for the beaches of quality which the Ministry in collaboration with MTA is working on. This also includes safety on beaches. Work is also ongoing on various village squares which reflect the heart of Gozo’s authenticity.
However, the upkeep of the island must not be the sole responsibility of the Administration. It must be shared by everyone. While the Ministry for Gozo works hard to ensure that its role in the public field is carried out with diligence and foresight, it is also up to the private sector and to each individual to keep our island as lovely and clean as possible. Together we can have an island we can all be proud of.
Gozo belongs to us all and so does its success.
Dr Refalo is Minister for Gozo