For 10 years, Gozo seemed destined to remain stagnated in a situation of low growth, low employment and few opportunities. A process of gentrification was gaining momentum. Young people and young families were choosing to move to Malta, seeing very little opportunities if they stayed in Gozo. The economy was barely growing; there were few activities that could stimulate demand and potential investors simply looked disinterested. One of the many questions that people used to pose was about the measures that were necessary to turn around the situation. The previous administration had run out of ideas and ignored even the most straightforward of choices.

The solutions were pretty obvious. Stimulate short-term demand first by maximising existing attractions and making it worthwhile for visitors. Then, target new niches and develop them while supporting a long-term vision. The confidence of economic operators needed a boost and what better way to provide this than to maximise the potential of shoulder months. This also made sense in terms of logistics, especially given the fact that our tourism infrastructure is naturally limited by size – so much so that it reaches saturation points during peak seasons.

One of the first measures that was taken was the ‘free travel to Gozo’, launched in November 2013, during which some 28,000 passengers crossed to Gozo during the free travel weekend between Friday and Sunday. It was a measure that opened up opportunities to extend the tourist season with the domestic market through the winter months. The accommodation establishments, especially the hotels and the restaurants, as well as other tourism- related businesses, experienced heavy demand from the thousands of Maltese who took the opportunity to travel free to Gozo.

This was followed by a sustained effort to re-launch the Betlehem f’Għajnsielem event, which did not take place in 2012. The revamped version, sustained by the full commitment of the Gozo Ministry, took on a life of its own. It grew steadier and stronger and alongside scores of exhibitions and crib displays, the ‘Christmas in Gozo’ started to cover a wide array of events and activities. This created another boost in demand and the next step was to spread the activities to the village cores.

Following years of abandonment, the Cittadella was finally basking in its restored glory. The work on the Cittadella, which was completed by June 2016, involved considerable planning and commitment. The years of hard work invested in Gozo’s crown paid off immeasurably, as locals and visitors can now walk through the old city’s streets and marvel at its many valuable structures which were longing for a new lease of life.

Last week saw the carnival events in full swing. As in every year, the Gozo Carnival attracted thousands of Maltese and Gozitans to the different events across the island, thus making it an important cultural event.

Official statistics show that at the end of the week of Carnival 2016, a total of 43,000 passengers had crossed over to Gozo. This year, the number of visitors was even higher. Over the same period there were 20 more trips, representing an increase of 6.49 per cent. There were also 1,900 more vehicles or a 9.13 per cent increase and 9,046 more passengers – which translates as an increase of 13.11 per cent. This shows that there were increases in all aspects but it also demonstrates a more efficient use of the carrying capacity.

These results do not just happen. They are due to the continuous measures and initiatives taken by the administration and to a synergised approach on the part of all the stakeholders to market and promote Gozo as a distinct tourist destination, albeit complementary to Malta. We will continue spreading tourist arrivals all year round and the success year after year since 2013 shows that we have not yet reached saturation point. The important thing is that events are planned and shared by all the stakeholders, because this success is also their success.