What makes destination Gozo different

Abstract

The distinctiveness of a tourism destination depends highly on its unique qualities and particularities that belong to that specific destination. Way back twenty-five years ago, the Gozo Tourism Association, still in its fledgling years, started to promote the island with the catchphrase ‘Gozo – a distinct destination’. This Gozo tag-line is based on the natural tangible fact that the island is really and truly different from mainland Malta and other neighbouring islands. Initially, albeit entrenched in the tourism master plan of that time, this tagline was not easily accepted or deemed credible. Each time the distinctiveness of the sister island was evoked on discussion tables, it was very often mocked. Nowadays, this catchphrase is no longer disputed or debated, but, rather, it is the main feature and highlight of all the promotional and advertising initiatives undertaken to promote tourism on the island.