GOZO GOES TO LONDON

Text & photos by Sabine Cassar-Alpert

I just returned from the World Travel Market (WTM), where I represented the Gozo Tourism Association and, therefore, our island. However, I am writing this article in my personal capacity – and nobody “made me” write it, either. It is a collection of my own thoughts, opinions and experiences, and there could not possibly be a better place to share them with you than this magazine!

The World Travel Market takes place annually at the ExCel exhibition and conference centre in London. Spread over thousands of square metres, it is one of the largest and arguably most important tourism fairs of its kind. It mainly targets members of the travel trade, like tour operators, travel agents etc. The WTM is considered by many as the place to be in order to spread the word about the services they offer among those who are looking for a destination to spend those most precious weeks of the year.

Such exhibitions serve as eye-openers in more than one way. For one, there is the realisation that Gozo really is nothing more than a speck of sand on the globe! And once you reach that conclusion it is not such a huge step to recognising the enormous competition with other holiday resorts we are facing! The world is constantly becoming smaller, and what was once a huge cake called tourism, has to be shared by more and more destinations.

It has been repeated ad nauseam that Gozo’s economy sorely needs more than just day-trippers or occasional weekend travellers. But they won’t come just because we are here, waiting for them! Not even an almighty government of any colour can serve us holiday-makers on a silver platter if we are not prepared to contribute to our guests’ successful vacations.

So let’s have a look at what we have to offer:

Sun & Sea

We’re surrounded by the clear Mediterranean and enjoy more than enough sunshine, which is what many a holidaymaker is yearning for and looking forward to, but beaches are limited. Just look at the vast sandy coasts of Ibiza, Sardinia, Cyprus or in fact any of the myriad of Mediterranean islands, which are our direct – and serious - competitors!

History & Culture

History forms a big chunk of Gozo’s attractions. It is available all the year round and therefore appeals to those, who don’t only seek sun and sea for their vacation. Thankfully, museums and other places of interest – such as the Ggantija Temples – have been or are being brought up to scratch at long last. It is a mistake to think that only the Maltese islands possess a history which they can boast of. Each other country has its own history – and most of them are very good at sharing it with its visitors!

Peace & Quiet

Oh yes, this island used to be famous for its idyllic, rural ambience, which however, is fast becoming a memory of times gone by. Foreign as well as Maltese travellers still pinpoint Gozo as their desired destination because they associate calm and relaxation with the island. Who can blame those who will leave, never to return after being disappointed? How would you feel if you spent all your year-long savings only to end up sandwiched between cement mixers, cranes and stone-cutting equipment? It is fatal to allow construction en masse at all times of the year in a place that so heavily depends on tourism!

You & I

Last, but by no means least: The Maltese in general are known to be friendly, welcoming and generous people – a fact that has set them apart from other holiday destinations for a long time. But that reputation, too, seems to be destined for the history books. More and more people seem to have become defiant, arrogant and greedy, without realising that the quick buck they make on the back of one visitor will probably be the last they have seen from that visitor!

Word of mouth can certainly be seen as an effective – and free – marketing tool; it never worked faster than in today’s internet-powered world. However, we should never forget that it is a knife with two blades: negative publicity can very quickly wipe out any amount of previous marketing efforts!

To sum it all up, Gozo’s general qualities do not differ much from those of any other holiday destination. What can lift it above average is the concentration of so many things to do and see, in such a small and serene space. But it is up to us and nobody else, to ensure that Gozo remains unique, beautiful and relaxing – and worth every cent our guests are spending here!