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1. SUMMARY
TITLE OF FINAL ASSIGNMENT:
WINE TOURISM IN GOZO –
TAL-MASSAR WINERY A CASE IN POINT
PRESENTATION FORMAT: POWER POINT
TEAM MEMBERS: MARISA CAUCHI HILI SIDH 0984
LOURDES BONELLO SIDH 1342
ANKICA DIMECH SIDH 1712
Abstract:
The presentation focuses on the potential of wine tourism in Gozo and
its current state as practised by a family owned boutique winery Tal-
Massar at Xaghra Gozo. A detailed definition of wine tourism is provided
together with an extensive review of literature and studies. The team
members describe also the methodology used to carry this study and
offer an in depth view of factors that are crucial to the implementation of
wine tourism in Gozo. Such factors include the characteristics of the site,
marketing techniques, number of visitors, EU funding, networking,
opportunities and threats. This study reveals also how this small winery
is carving out its own niche and is attracting high end tourists to Gozo.
Furthermore this presentation aims to establish how wine tourism can
contribute to the Gozitan economy and can develop this niche market
into one of the major markets on the island. Finally the study also sheds
light on the importance of the education strategy, branding, double
insularity, and data collection and highlights the importance of policy
making with regards to wine and agritourism.
Keywords: wine tourism, Tal-Massar winery, niche market, Gozo

2. The island of Gozo lies about 6 kilometres to the North east of Malta.
Gozo has a population of 31,295 people (NSO, 2010,p.VI). Gozo has a
different character and landscape to Malta as it has more clay outcrops
and greener than its sister island. Gozo is also hillier and so it has more
fertile valleys. Gozo’s climate is very good for wine production and its
grapes mature before those of Malta. A comparative advantage that
Gozo has is that during autumn and springtime, the sea is relatively
warmer when compared to northern seas ( Attard Tabone, 1999).In the
Rural Development Programme for Malta 2007-2013, Gozo is classified
as a rural area. Therefore Gozo is attracting eco-tourists due to the
various activities which visitors can indulge in, such as hiking, cycling,
bird watching, and wine tourism. Gozo is also faced with the
phenomenon of double insularity, which means that it is only accessible
via Malta, as there are no direct links to other countries. Some see this
as a problem, however it can be a good opportunity for Gozo. Gozo can
be seen as a destination where visitors can relax from the hectic urban
life and experience authentic products such as wine.
Recently efforts have been made to promote this island as a distinct
tourism destination offering niche markets which tourists can enjoy.
Interestingly Gozo has a higher rate (40%) of repeat visitors than Malta
(30%) (Ministry for Gozo, 2009,p.13) However the relatively low number
of visitors to Gozo and seasonality issues hinder entrepreneurial
investment (Ministry for Gozo, 2009,p.12
The Government of Malta has issued a set of policies to achieve the EU
target to increase the competitiveness of the agricultural sector, enhance
the environment and the countryside through support of land
management and enhance the quality of life in rural areas by promoting
the diversification of economic activities. (European Commission, online
2006). Wine tourism as part of rural tourism helps tackle the scarcity of
economic activity associated with rural areas.Once this niche market is
consolidated, Gozo will move from its stereotypic description of a ‘sun
and sea destination’ and attracts tourism all year round.
The World Tourism Organisation describes the pull factors of rural
tourism and mantains that in this activity tourists are: “seeking rural
peace;(which) is away from the mainstream, away from areas of
intensive tourism activity. It is engaged in by visitors who wish to interact
with the rural environment and the host community, in a meaningful and
authentic way” (World Tourism Organisation, 2003,p.3). The Malta
Tourism Authority (MTA) also supports this type of tourism as long as
the development ensures the sustainability of the environment,
community and the economy (NCSD, (online), 2006, p.41-42)

3. Wine tourism may be explained as the visiting of tourists to an area
specifically to taste wine, learn about its production and
manufacturing.Getz (1998) suggests that wine tourism has the potential
to generate further business and profits for wine makers and other wine
related products as well as for visitor services. There is also growing
research that suggests “…wine producing methods and wines have long
been associated with cultural and heritage endeavours” (William and
Kelly 2001 p.61). Croce and Perri (2010, p.45) also suggest that wine
tourism shares similar characteristics to cultural tourism and that “
people who expressively choose food and wine tourism are essentially
cultural tourists.” Mitchell et al (2002 p.118) claims that understanding
the behaviour of wine tourist is of utmost importance to all stakeholders
as “it can help to provide important insights into who the wine tourist is
and what motivates them to visit a winery, take a guided tour, attend a
wine festival or purchase wine and why, thus allowing marketers and
managers to effectively target and develop markets”.
Wine production in Gozo dates back to the Phoenician era. When Malta
become EU member, the government offered subsidies on the planting
of vineyards and winery equipment. This was intended to combat the
massive influx of imported wines that now had shed off their levies. Italy,
Spain, France, Greece and Cyprus together with new world wines such
as Australia, Chile and Argentina are the major competitors for wine.
Italy and Spain already have the advantage of established wines, wine
trails and wine tourism. Competing with these established destinations
would be initially a difficult task due to lack of wine trails and bad
reputation of Maltese wine. Unfortunately, in the past wine in Malta and
Gozo had been made from grapes of inferior quality and lacked good
wine producing practices.
The size of Gozo also makes an ideal destination to travel around even
during a short stay. Wineries can take the advantage of this to
encourage visitors to come to Gozo and incorporate a visit to a winery
either part of an overall holiday or as part of a short break thus
increasing value for money. Getz et al (1999) suggest that high volume
visitors are not necessarily essential for the development of wine tourism
but that is possible to focus on smaller numbers of high yield tourists
who often spend the most. They (1999, p.24) also continue to suggest
that “…small-scale wine tourism can be a good strategy in that it avoids
problem of congestion and overcommercialisation”. Due to the size of
Gozo and also the small size of the winery, this is probably a positive
factor to consider and this strategy compliments the size of Gozo’s
wineries. Since Gozo and Malta are not renowned for its wineries, nor
there is abundance, one should highlight the importance for wine

4. producers to pool their resources and work together to create and
develop a positive image of Maltese and Gozitan wine rather than
working as individual entities.
Malta’s accession into the EU in 2004, meant that as of May 2007, wine
production had to adhere to a set of criteria. This saw the introduction of
the systems to ensure quality standards. The Ministry of Rural Affairs
stated “ One such system is the category of wine known as Quality Wine
Produced in Specified Regions (QWPSR), a system that in Malta is
known as D.O.K (Denominazzjoni ta’ Origini Kontrollata) wines.”
Conclusion:
Although Gozo does not have the reputation as Bordeaux or renowned
as Italy, it does have the potential to pursue wine tourism due to its
climate and pristine landscapes. Wine tourism could be introduced as a
complimentary niche within the culture and heritage segment. This will
require an inter coordinated approach and extensive planning and
research. Hall et al (2000), Cambourne, Macoinis (2000), amongst
others, believe in the importance of industry integration. This would
involve wineries, tour operators, catering industry, farmers, Maltese food
manufactures and wine distribution and retailers. Wine tourism in Gozo
can achieve a common goal so that all may enjoy the benefits this
industry could generate.