On the island of Gozo, the MICE (Meetings, Incentives, Conferences and Events) market, which is considered an important tourism segment in Malta, is virtually untapped. Reasons for this are twofold: while many event organisers abroad are still unaware of the island's existence, those who do know about Gozo most likely see it as an extension to Malta, but with prolonged transfer times.

In a drive to change the prevailing picture of Gozo in the minds of MICE decision makers and potential visitors, the five-star Kempinski Hotel San Lawrenz has taken the initiative to launch an extensive publicity programme this year, targeting the entire European continent. "Gozo has a completely different and unique identity, but word about its special character is simply not out yet," laments the hotel's general manager, Ms Emel Atikkan, and adds, "Kempinski is Europe's oldest luxury hotel group, which practically guarantees the quality of services and facilities. But the destination itself is of at least equal importance, and there is still a lot of work to be done in order to put Gozo on the map for discerning travellers and event organisers!"

With the assistance of Air Malta, and aided by the Malta Tourism Authority's (MTA) international offices, the hotel is organising familiarisation trips for sales managers and journalists specialising in destination scouting for the meeting and wellness sector. While the invitees are lodged at the hotel, where they are able to inspect and sample the facilities, the actual focal point of these trips is the island of Gozo itself and its wide-ranging possibilities for both, the business and leisure traveller.

The first group to benefit from this programme came from Russia and was made up of 13 tour operators and journalists, accompanied by Irina Stevens, Kempinski's Director of Global Sales in Russia. Their visit was followed by that of the Kempinski Group's global sales directors and managers from Germany and Switzerland, who were joined by Marina Tavolato, director of the hotel's newly appointed PR agency in Rome.

Gozo's unique selling points were illustrated by treating the participants to jam-packed programmes of sightseeing, adventure activities, spa treatments and local cuisine, which left them delightfully surprised and enthusiastic about the exciting and wide-ranging possibilities the island has to offer.

While the Kempinski Hotel San Lawrenz is currently busy preparing two trips from Italy and the UK, it is confident that its initiative will create a greater awareness of Gozo as an excellent MICE destination, in turn resulting in an improved booking situation in the MICE segment, which would greatly benefit the island's economy as a whole.