More than 1, 2, 3, 4 motives for crossing to Gozo!

The forthcoming event which is expected to lure thousands of Maltese visitors to Gozo is undoubtedly the one taking up the next long weekend from May 1 to 4. For many of our Maltese co-nationals, long weekends have become synonymous with a trip or "a short break" to Gozo. This did not come about by coincidence but thanks to the wisdom and collaboration of all those concerned.

Many remember the times when a visit to Gozo was signified by the mid-summer shutdown period at the industrial estates. Later, the Carnival and Easter weekends also came on the scene, with the number of Maltese visitors crossing over to Gozo for these occasions increasing each year. Today we can say that, although summer is still popular with the Maltese visitor, the influx of domestic tourism to Gozo is spread more evenly throughout the year. This, again, is not incidental but the result of thorough discussions and wise decisions made at opportune times. There is no doubt that continued communication with the stakeholders involved, mainly represented by the Gozo Tourism Association and the Gozo Business Chamber, had a positive effect on how matters progressed.

During the initial stages the particular challenges faced by the tourism industry in Gozo were identified. Foremost among them were disadvantages posed by the seasonality factor and restrictions of access to the island. The government heeded the stakeholders' grievances, and through continued joint efforts along the years we have arrived at a point where the number of passengers carried by the Gozo Channel line between 2003 and 2007 surpassed those carried from 1998 to 2002 by over two million.

There is no doubt that the investment of millions of Maltese liri in the three new vessels, built at the Malta shipbuilding, was highly instrumental in facilitating and ameliorating the nature and means of crossing between the islands, besides providing the much-needed work at the 'yards.

The continued investment of funds towards the building of a high-standard terminal at Mġarr was also aimed at enhancing access to the island while making arrival and departure from Gozo a better experience.

Seasonality was perhaps a harder issue to tackle. This particular adversity, suffered by Gozitan tourist establishments, is the result of a big demand for tourist services during the popular summer months with figures then dwindling to very low unsustainable ones for the rest of the year. This required, first and foremost, that Destination Gozo is acknowledged as a distinct destination to be marketed on its own merits throughout the whole year. The phenomenal increase of domestic tourism to the island is nothing but evidence of the distinctiveness of the island and the attractions which appeal to those living across the channel, enticing thousands of them to cross over to Gozo each year.

Over the years we have endeavoured to enhance product Gozo and to strengthen the potential of the island's tourism industry, which has such a determining effect on the socio-economic development of this small but beautiful island.

Together with the then Ministry for Investment, Industry and Information Technology we joined forces with the stakeholders involved, members of the Gozo Tourism Association, and launched several schemes and initiatives, all targeted at attracting more Maltese visitors to the island, particularly during the lean and shoulder months.

To name but a few one can mention the publicity for product Gozo through strategically-placed billboards in Malta, the launching of several reduced-fares Gozo Channel schemes and the, by now popular, Let's Gozo publication.

Another considerably worthy initiative was the organisation of the Lejlet Lapsi, Notte Gozitana event, which was held for the first time last year by the Ministry for Gozo and the Ministry of Tourism.

The main aim of this activity was, in fact, that of generating more tourist activity from the domestic market during a particularly slow time of year. The efforts put in by local councils that followed the example and organised several activities during such weekends are also praiseworthy.

One also has to mention the fact that many of these benefited through the Gozo Attractions Incentive Scheme launched last year through the National Lotteries Good Causes Fund.

Gozo 1234 is intended to build on last year's activity while providing the spectacular addition of the fireworks festival.

More importantly, it will be focusing the attention on the whole island, thus benefitting more establishments and exposing the island's full potential by spreading the programme over a number of villages with the cooperation of the respective local councils.

The myriad of activities planned to take place over the first four days of May will result in a live showcase of the distinct natural, traditional and historical characteristics of our mythical island.

Indeed, all attending are being promised 99 different things to do, see and eat during these four days.

I am confident that Gozo 1234 will manage to attain the targets set out while providing more positive results through the joint efforts of all concerned.

One must appreciate the extra pressure which those providing different services on the island will have to undergo, thus making this occasion another wonderful experience for visitors and locals alike.

Mrs Debono is Minister for Gozo