GTA calls for quality focused tourism in Gozo

The Gozo Tourism Association (GTA) has called for a strategic, long-term approach to the island’s tourism industry, emphasising sustainability, quality, and local management. In its 2026 budget proposals published on Thursday, the association stressed that Gozo must be marketed as a “uniquely distinct experience” that prioritises quality over quantity, and sustainability over unchecked expansion.

According to the GTA, a clear vision for Gozo can only succeed if execution is “depoliticised, locally managed, and outcome driven.” This, the association argued, is the only way to safeguard the island’s natural beauty and cultural heritage while ensuring that tourism continues to benefit local communities.

“Gozo has excellent potential. Let us not disappoint our visitors or shatter their expectations,” the association stated in its report.

Growth in tourism numbers but mixed results

Statistics show that Gozo has continued to attract foreign visitors at a strong pace. In 2024, the island recorded another increase in international tourist arrivals, though domestic tourism saw a slight decline of around 1 percent.

Data published by the National Statistics Office (NSO) revealed that 20,918 more foreign tourists spent overnight stays in Gozitan accommodation compared to the previous year—an increase of 13.25%. Day visitors from abroad also rose sharply by 295,743, representing a 19% increase from 2023.

The majority of inbound tourists (56.5%) came from European Union member states, while the United Kingdom remained the single largest source market, accounting for 31.3% of arrivals.

Domestic tourism, while still important, reflected shifting patterns. More than 43 percent of Maltese tourists chose to stay in non-rented accommodation, reflecting an increasing tendency among mainland residents to invest in second homes on the island of Gozo.

Calls for higher standards and better infrastructure

Despite the increase in foreign visitors, the GTA warned that the island cannot rely on numbers alone. It stressed that Gozo “must be prepared to deliver the marketed tourism product” by ensuring cleanliness, proper upkeep, and high standards across all tourism establishments.

Among its core proposals, the association called for stronger connectivity between Malta and Gozo. It urged authorities to address transport links in a holistic manner, with long-term planning that goes beyond short-term fixes.

“This plan must be adopted, embraced, and executed by successive administrations, regardless of the party in power,” the association said, underscoring the need for bipartisan commitment to Gozo’s future.

Fiscal measures to support tourism

The GTA suggested a number of fiscal measures designed to encourage further investment in the sector. One of its key proposals is the reduction of VAT from 18% to 7% for admission to cultural and entertainment events such as theatres, concerts, fairs, amusement parks, museums, exhibitions, and cinemas.

Additionally, the association recommended that the ECO contribution collected from accommodation establishments in Gozo should be ringfenced and reinvested directly into product upgrades and environmental improvements. This measure, it argued, would ensure that tourism revenue benefits the island itself.

Avoiding past mistakes

The Gozo Tourism Association firmly cautioned against a repetition of the “past mistakes” that have characterised tourism planning in both Malta and Gozo. It urged policymakers to focus on sustainable infrastructural projects and developments that genuinely add long-term value rather than short-lived gains.

In particular, the association renewed its call for Gozo-specific planning mechanisms. This could take the form of either a dedicated Gozo planning authority or increased regional autonomy within existing national frameworks. Such a body, it argued, would be better equipped to enforce environmental safeguards and development policies tailored specifically to Gozo’s unique context.

Expanding tourism niches

On the promotional front, the GTA argued that Gozo must build its brand around niche markets rather than mass tourism. The island, it said, should strengthen its position in areas such as nature tourism, wellness and wellbeing, active outdoor experiences, gastronomy, sports, and diving.

At the same time, new tourism niches could be explored, including adventure travel, walking holidays, and digital nomad tourism, which has grown significantly in Europe in recent years.

The association also put forward a proposal for the creation of a joint marketing and incentive fund aimed at attracting 10–12 new cruise ship calls per year. These would be focused particularly on winter breaks and longer stays, ensuring that Gozo can attract visitors during the traditionally quieter months.

Labour shortages and workforce reforms

One of the most pressing issues highlighted by the GTA was the shortage of local workers in the tourism sector. Tourism and related services currently account for over 10% of employment in Gozo. However, private employers are struggling to recruit local staff due to what the association described as “unmatched competition from jobs in the public sector.”

“The lack of Gozitans who are not interested in pursuing a career in the tourism sector has been on the increase and these gaps were mitigated by the influx of foreign workers,” the GTA said. It also noted that this reliance on foreign staff has in some cases “lessened” the authenticity of the Gozitan tourism experience.

To address these challenges, the association proposed a series of workforce reforms and incentives. These include tax credits or grant schemes tied to a minimum of 12 months’ employment in tourism, as well as targeted grants to encourage local students to work part-time or seasonally in tourism establishments.

Training, integration, and retention

The GTA’s proposals also focused on improving the skills and integration of both local and foreign workers. For foreign staff, it suggested mandatory language and cultural courses covering both Maltese and English, alongside training in local history, culture, and regulations. Such measures, it argued, would help foreign workers integrate better and offer a more authentic experience to tourists.

Retention of foreign staff is another area of concern. The association proposed amending existing legislation so that third-country nationals leaving one job would need to reapply for their work permit through a new employer, thereby reducing high turnover rates. Retention during the quieter winter months could also be supported through National Insurance contribution credits.

Education and vocational training

A significant part of the GTA’s strategy involves strengthening education and training in tourism-related fields. The association highlighted the need to develop the Institute of Tourism Studies (ITS) Gozo Campus into a specialised vocational hub.

The proposed hub would be open to Gozitan, Maltese, and international students, offering specialised courses in tourism and hospitality management. By focusing on vocational training, the GTA believes the island can build a more skilled and sustainable workforce that meets the sector’s long-term needs.

Conclusion

The GTA’s 2026 budget proposals present a clear message: Gozo must not only continue attracting tourists but must also refine its product to ensure quality, sustainability, and long-term value. From fiscal incentives and environmental protections to workforce reforms and educational initiatives, the association has laid out a comprehensive plan designed to strengthen the island’s unique position within Malta’s broader tourism offering.

As Gozo’s tourism numbers rise, the challenge now lies in ensuring that the island’s growth remains sustainable, community-oriented, and true to the experience that visitors expect.

FAQs

What is the Gozo Tourism Association calling for?
The GTA is advocating for a long-term, sustainable tourism vision for Gozo that prioritises quality, local management, and depoliticised planning.

How has tourism in Gozo changed in recent years?
Foreign tourist arrivals have increased significantly, while domestic tourism has slightly declined, with many Maltese opting for holiday homes instead of rented accommodation.

What fiscal changes has the GTA proposed?
The GTA has suggested reducing VAT on cultural and entertainment events from 18% to 7% and ringfencing ECO contributions for tourism product upgrades.

Why is connectivity important for Gozo’s tourism?
Improved connectivity between Malta and Gozo is essential for ensuring accessibility and long-term growth in tourism while preventing seasonal dependency.

What workforce challenges is Gozo facing in tourism?
Local interest in tourism jobs has declined, forcing employers to rely heavily on foreign workers, which the GTA says can reduce authenticity in the tourism product.

How does the GTA want to integrate foreign workers?
It proposes language and cultural training in Maltese and English, along with courses in local history and regulations, to improve integration and service quality.

What is being suggested to retain workers during off-peak months?
The GTA recommends National Insurance contribution credits and amendments to work permit laws to reduce staff turnover during quieter winter periods.

What role does education play in the GTA’s plan?
The association wants to strengthen the ITS Gozo Campus into a vocational hub that attracts both local and international students to study tourism.

Which tourism niches are being prioritised?
Gozo is focusing on nature, wellness, gastronomy, sports, and diving, while also expanding into adventure, walking tourism, and digital nomads.

How does the GTA want Gozo to be marketed in the future?
It suggests positioning Gozo as a distinct destination offering quality and sustainable experiences, supported by joint marketing funds and cruise tourism initiatives.