Gozo has always considered tourism a pillar of its economy, and as the island follows its own rhythm, it also seeks to position Gozo as a leading destination for high-quality, sustainable tourism by offering authentic experiences.
It is thus natural that InvestGozo seeks to boost the operations of those running businesses in this area by designing initiatives that enhance the visibility and identity of the island and attract international visitors. Dedicating funding through Invest Gozo schemes for marketing efforts in both the accommodation and niche tourism sectors is intended to help operators invest and expand their presence.
Supporting Marketing Initiatives for the Accommodation Sector in Gozo is a scheme designed to help accommodation providers promote Gozo through professional digital marketing. There is no doubt that to have a flourishing accommodation sector, Gozo needs to be a sought-after destination where visitors choose to spend more nights. Promoting the island in the digital online world can sometimes be daunting for smaller operators, and this scheme is aimed at helping overcome this challenge while ensuring that supported campaigns are aligned with the overarching VisitGozo vision and brand strategy.
Open to licensed accommodation providers in Gozo, the scheme pivots on two aspects. The property must be MTA-registered, and the business must commit a minimum of €5,500 (inclusive of the grant). Eligible operators can be reimbursed up to 65% of their costs, with a maximum grant of €8,000. The operator needs to liaise with a professional digital marketing agency to present a content marketing plan that spans six to twelve months. The aim is to create an industry-standard marketing campaign that targets both domestic and international markets, demonstrating sound research, strategic planning, and a focus on return on investment and KPIs. This kind of initiative will also help pave the way for a learning experience for firms that have not yet engaged in professional digital marketing. The payout of the grant is structured fairly, with 50% of the grant paid out at campaign midpoint (after the first 6 months) and the remaining 50% at completion (and subject to submission of campaign analytics). Full details and application forms can be obtained here.
Another scheme directly aimed at boosting tourism in Gozo is the Promoting Gozo’s Niche Tourism Markets scheme, where the focus promoting Gozo as a sustainable and high-quality authentic destination experience in international markets. Through this scheme InvestGozo is seeking to strengthen the appeal of Gozo’s identity by boosting and sustaining emerging and standard tourism niches on the island such as the craft and artisanal products, sports and adventure tourism including diving, Gozo as a wedding destination, local gastronomy, health and wellness tourism, MICE (meetings, incentives, conferences and exhibitions) and religious tourism. Businesses eligible for this scheme must be actively operating in a recognised niche segment. With a grant that covers up to 75% of eligible costs, the scheme can provide up to €3,000 for international advertising on online, social, TV and print media and /or participation in global events. In the case of fairs and events, the scheme covers costs such as economy-class airfare (for one person), event registration and participation fees, and up to 60% of the standard subsistence allowance for accommodation (covering one day before and after the event). The grant figure of €3,000 goes up to €4,500 if the operator undertakes both advertising and event participation. The first step to applying is checking out the full details of the scheme.
Taking the leap to tap into international markets is now easier and more accessible to most tourism operators in Gozo, thanks to these two initiatives. However, one needs to be proactive and plan strategically to make the most of this valuable opportunity. Applications are now open, and it’s time to check them out. If you are still unsure, please contact InvestGozo for further guidance.