The Malta Tourism Authority (MTA) in collaboration with the Gozo Tourism Association held a one-day seminar on ‘Marketing Gozo as a Tourism Destination,’ aimed to ensure strong synergies between the way the MTA markets Gozo and the expectations of the Gozitan travel trade.

The seminar – introduced by Acting Prime Minister and Minister for Gozo, Giovanna Debono and Parliamentary Secretary for Tourism, Mario de Marco – was also addressed by a distinguished and multidisciplinary panel of local and foreign speakers who covered a wide area of expertise.

In her introductory speech, Minister Debono explained how in the past years, and in collaboration with all the tourism stakeholders on the island, government has worked incessantly to sustain Gozo’s distinct tourism product. Various initiatives were taken to promote Gozo’s tourism offer in its unique and authentic characteristics.

She added that the development of the domestic tourism sector assisted the Gozo tourism industry to be in a better position to fight seasonality. This resulted in a constant increase over the years in the number of Maltese who choose to visit Gozo in the shoulder months.

Giovanna Debono concluded by saying that it is important that the Gozo touristic offer is promoted in international markets, especially in those niche sectors which can yield the desired results across the whole year.

Parliamentary Secretary de Marco said that the MTA specifically views and projects Gozo as a distinct destination, while acknowledging that it is not enough to consider the island as an extension of Malta, suitable only for one-day excursions or very short stays.

Dr de Marco referred to the strengths of the Gozo tourism product, which is also acknowledged by the fact that MTA surveys indicate a high level of satisfaction from Gozo’s international visitors with more than nine out of 10 willing to recommend the island to their friends and relatives.

He insisted on the fact that international experience suggests that small, exquisite destinations are more likely to succeed if they concentrate on niche activities in which they possess competitive advantage; and that Gozo must be decisive in not killing the goose which lays the golden eggs.

Dr de Marco concluded by saying that Gozo possesses all the qualities of a successful tourism destination, and that like most destinations, it has its specific challenges which require specific solutions for the successful further development of the island as a distinct tourism destination.