Minister for Tourism Edward Zammit Lewis and the Minister for Gozo Anton Refalo, addressed the Gozo Tourism Association (GTA) business breakfast during the launch of the Tourism Market Research and a Tourism Marketing Plan for Gozo.
During his address, Dr. Edward Zammit Lewis remarked that Gozo is a "distinct tourism destination," offering the international tourist a unique opportunity of a matchless visit, with a wide spectrum of attractions and an overall experience that very few other destinations can offer in such a short period of time.
"All in all 2015, was another record breaking year for tourism in Gozo, and indeed Malta. This affirming outcome continued at the beginning of this year. These achievements show that our tourism strategy is working, but we need to continue working together and strive to widen the appeal of the destination to an increasingly demanding audience. This also calls for the delivery of quality at all levels, which is a foremost objective of our tourism policy and which needs to move to the fore," said the Minister for Tourism.
The Minister for Tourism added that the National Tourism Policy 2015 – 2020 for the Maltese Islands launched last year, included for the first time a specific policy purposely developed for Gozo alone.
Furthermore, he explained that the Policy asserts the uniqueness of Gozo as a tourism destination and refers to the characteristics which make the island distinct from mainland Malta. "It underlines the potential of marketing Gozo as a destination in its own right."
During his address, Dr Edward Zammit Lewis also made reference to the EU co-financed project "Island of Gozo: A unique destination for all," which was definitely in line with the National Tourism Policy direction to engage the Gozo travel trade into a more proactive and unified role in marketing the island as a distinct and high quality destination.
The Minister for Tourism also emphasised that the market search and tourism plan being launched today, which are activities implemented within the EU co-financed project "Island of Gozo: A Unique Destination for All," will assist Gozo stakeholders in taking an active role in setting the agenda upon which Government will work and act upon.
"This project presents us with a strategic document on how we want the industry to develop, on why Gozo offers both local and international tourists an exceptional opportunity of a unique visit and how we want to promote Gozo as a distinct tourism destination," he stated.
Dr Edward Zammit Lewis also said that the Ministry for Tourism has published the legislative framework for the implementation for the Eco Contribution to start as off on the first June this year, the revenue from which will be solely and exclusively directed towards the improvement of the local infrastructure and enhancing the general quality of Malta and Gozo included in the product offer.
"I am seeing a project specifically for Gozo by not later than the end of year 2018. Furthermore, I would like to declare that the Ministry for Gozo will also be represented on the Board of the Foundation for Tourism Zone Development who will be implementing the infrastructural projects," said the Minister for Tourism
In his concluding remarks, the Minister for Tourism said that destination branding is a process that requires nationwide coordination and a fully integrated approach with the private sector.
"Government's drive and commitment towards Gozo as a distinct tourist destination is very clear. The industry is on board, reflecting major optimism in the tourism sector, but also underlining the industry's successful performance. The work carried out so far is a clear example of how Government, stakeholders and the private sector can effectively team up to increase the island's visibility and elevate its brand identity on the international market," said Dr Edward Zammit Lewis.
Minister Refalo noted that figures published by NSO and GTA indicate that this sector is becoming more intense, vibrant and diversified. Gozo is becoming an island that has something to offer to everyone.
"Following such research, it was noted that the need for this marketing plan arose, since previous marketing plans targeted the Maltese Islands together. Now with the Island of Gozo being promoted as a distinct destination, GTA believes that it is appropriate that Gozo should have also a marketing plan on its own merits. To this end the Gozo Chapter in the National Tourism Policy needs to be supported and sustained further."
Dr Refalo said that this should be complimented with a plan of action to ensure that Gozo is highlighted as a distinct destination emphasising its unique strengths and opportunities. "On the other hand the market research main objective was to establish the reasons why Gozo is attractive to thousands of tourists both foreign and local who visit the island as a day tripper."
"Its Government policy represented by the Ministry for Gozo, the Ministry for Tourism and the Malta Tourism Authority, to partner with the stakeholders to realise any efforts in order to enhance this vital industry on the sister island," he said.
Minister Refalo concluded that: "Our strategy is to build on such strengths and our priority is to continue to promote Gozo strategically, all this for the benefit of an industrious community that has driven this economic sector to success."
Finally, Minister for Tourism Edward Zammit Lewis and the Minister for Gozo Anton Refalo augured the GTA for its hard work to keep on improving Gozo's touristic industry. They both agreed that these initiatives will assist and play a significant role to the continued success Gozo is already achieving.
Photograph: MGOZ/George Scerri