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Wine Tourism in Gozo -
Tal- Massar Winery a Case in Point
Team Members:
Marisa Cauchi Hili SIDH0984
Lourdes Bonello SIDH1342
Ankica Dimech SIDH1712

Operational Programme II – Cohesion Policy 2007-2013
Empowering People for More Jobs and a Better Quality of Life
Project part financed by the European Union
European Social Fund ()
Co-financing rate: 85% EU Funds; 15% National Funds
Investing in your future

Acknowledgements
We would never have been able to finish this assignment without the guidance of our team members, help from
friends, and support from our families.

We would like to express our deepest gratitude to George Papagiorcopulo & his team, who remain willing to
help and give their best suggestions.

Special thanks go to Isabel Grima who took care of the Gozo Group.

We are also grateful to our mentors Brian Caruana & Bertrand Gatt, for their excellent guidance, caring,
patience, and providing us with an excellent atmosphere for finding the right method in doing our research.

We would like to thank Stephan Attard & Therese Debattista for provided us with their research on the matter for
us to consult, as for Roger Aquilina for sharing his vision on Gozo.

Finally we also thank our families for their endless support throughout this course.


Summary / Contents
The study aims to describe the concept of the wine tourism in Gozo
as applied by a boutique family owned winery.

To give an insight of the wine tour that is attracting high end tourists
to Gozo

A brief literature review

Recommendations for improvements of the strategy, branding,
double insularity and policy making.

The presentation will show how Gozo has the potential to develop
this niche market into one of the major markets on the Island.


Introduction
Nature of the problem / opportunity
What is wine tourism?
Aims & Objectives
Historically – the movement of people to visit vine yards started back to the
Grand Tour in the mid 19th Century.

Wine production in Malta dates back to the Phoenician times.

Only recent research in traditional wine producing regions in Europe.

Gozo has the potential for wine tourism as it has the ideal grape growing
climate, rich in history and untouched landscape.

Wine tourism is to promote economical growth in rural areas and create
awareness of the rural heritage as a tourist product.


Review of research / work done
Identifying gaps

Who is the wine tourist?

•Bruwer and Alant (2009) state that “wine tourist behaviour can vary in different regions and cultures and
even from one wine cellar door to the next”
•Alebaki and Lakovidou (2011) have also attempted to profile the wine tourist and identify that a majority of
wine research comes from Australia, New Zealand, Canada and US.
•Hall (2006 cited – Charter and Ali-Knight 2007) suggested that there are three types of wine tourists.
These are “wine lovers”, “wine interested” and the “curious tourist”
•Getz et al(1999) identified four categories that are critical to the success
of wine tourism are: Quality, Wine country appeal, Winery appeal, Developing marketing wine tourism.
•According to the NSO (National Statistic Organization) the Maltese islands lack data on wine tourist.
•Cinelli Colombini (2010) suggest that Malta & Gozo does possess the potential to offer tourists wine and
food related experiences and discusses the possibility of implementing wine trails.


Methodology
Sharing of tasks
Teamwork
According to Merriam (2009) qualitative research is often used when “there is lack of theory”.
 In this study the researchers opted for a qualitative research in order to examine and explore the concept
of wine tourism in Gozo.
Primary Data - The researchers carried in depth interviews with Tal-Massar Winery ,Government entities
such as the Ministry for Gozo and the Gozo Tourism Association (GTA).
Semi structured interviews were conducted in order to ensure that interviewees were free to add to the
questions. Semi structure interviews are made up of “a combination of closed and open questions aimed at
collecting both factual and attitudinal data” (McNeil & Chapman, 2005, pg56).
Each interview took approximately 50mins.
Secondary Data – consisted of books, journals, articles and websites.
Researchers had the opportunity to visit Tal-Massar Winery and experienced the service and the products
offered.
Ethical considerations – before each interview the researchers informed the interviewees about their rights.
A sample of the questions posed to government entities and Tal-Massar Winery can be found in
Appendices slide. Operational Programme II – Cohesion Policy 2007-2013

Results
Concept and aim of wine tourism sites - Gozo has a lot of potential in the field of wine tourism.
Gozo distinctive agricultural traditions are an attraction to visitors.

Marketing – promotion is very expensive. The bulk of promotion is carried out on the web site and social media.

Target market– visitors are local residents and tourists.

Seasonality issues – in winter tourists are more likely to visit the winery. While the period covering November to
March would attract fewer but better paying visitors. During the rest of the year, larger groups visit the winery but
spend less.

Government support and EU Funding – have been restricted by needless bureaucratic issues, while on the other
hand the enterprise benefited from the European Regional Development funds (ERDF) from measures from 121 and
123 ( aid on the funds for the vines, reconstruction of rubble walls and courses on agricultural practices)

Competition with other countries – Gozo ensures the ideal conditions for the production of top quality wine which
compete with the best foreign wine.

Employment – wine tourism is a good job creator.


Analysis
Social Media is crucial in the marketing of Tal-Massar Winery „s wine
tour.

Local wine consumption is still very low although 13 million bottles of
wine are consumed every year (see appendices)

Prejudice, illegal contracts, Bad reputation of the Maltese wines and
lack of financial incentives make it difficult to penetrate the market.

Due to its size, this winery finds it difficult to penetrate red tape.

This Gozitian winery has a competitive edge on others due to its
personalised touch and breath taking landscapes of their vineyards.


Conclusions & Recommendations
Incentives by Government and Local Authorities to Hotels, Bars and
Restaurants to promote Maltese/Gozo Wines.

Gozo should be promoted as a different destination from Malta, to attract
small groups of visitors.

Gozo is the ideal Island for wine tourism due to its pristine landscape and
climate.

Locals should be educated on the Health benefits of consuming local
wine and appreciate the benefits of wine tourism .

Co petition of wineries is essential to have a bigger market share.

Authorities need to find a balance between the conservation of the
landscape and the setting up of the facilities for wine tourism.

An enoteca should be set up to enhance the cultural interest of wine
tourism.


Appendices, references etc.
Attard, S., (2011) Agritourism on the Island of Gozo . A dissertation submitted for a Degree of Bachelor of Arts
with Honors in Tourism Studies.

Debattista, T., WINE TOURISM: DESTINATION MALTA, eaitm.org/confpro/Theresa%20Debattista%20paper%20in%20pdf.pdf,
You +1'd this publicly. Undo, File Format: PDF/Adobe Acrobat. last accessed 16 March 2012.

Aquilina, R., Vision for Gozo,. Last accessed 14th March 2012.

Getz, D., Dowling, R., Carisen, J., Anderson., (1999) Critical Success Factors for Wine Tourism.
Special North American Edition of the International Journal of Wine Marketing, vol. 11, no.3, pp. 20-43

Bruwer, J. Alant, K. (2009) The hedonic nature of wine tourism consumption an experiential view.
International Journal of Wine Business Research Vol. 21, No. 3, pp. 235-257.

Alebaki, M., Lakovidou, O., (2011) Market Segmentation in Wine Tourism:a comparisssion of approaches. Tourismos:: An International Multidisciplinary
Journal of Tourism, vol.6, no.1, pp. 123-140.

Hall , C., L. Sharples, B. Cambourne, N, Macionis (2000) Wine Tourism: An Introduction, In Hall C., L. Sharples, B. Cambourne, N, Macionics (eds)
Wine Tourism Around the World, Butterworth Heinemann,
Oxfordshire.

Tal-Massar Winery, (2010). Mission Statement. Available at: http://www.massarwinery.com/. Last accessed 1st March, 2011.

Tripadvisor , Reviews: http://www.tripadvisor.com/Search?q=tal-massar+winery&geo=&returnTo=__2F__. Last accessed 14th March 2012.


Final slide
Thank you


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