Projects

The scope of the project “Well-being from Nature” was to increase the marketing efforts to promote Gozo as a rural destination. This project was based on the theme of knowledge exchange in green and nature-induced well-being, and its transnational actions offer possibilities to search for various business models, networking models, and digital marketing. For this project, the Gozo Action Group Foundation partnered with the Seinäjoki University of Applied Science, from the region of Seinäjoki, Finland, and with the Inishowen Development Partner hailing from the region of Donegal, Ireland. The logic behind the choice of the partners arises from the fact that each partner is not the first choice when it comes to your mind when visiting the respective country.

The project had two main phases. In the first phase, the regions shared their unique offerings and expertise in combining nature with the tourist industry. Following this, each partner worked on a project to analyse and enhance the region’s attractiveness.

During the initial phase of the project, the partners collaborated on a range of activities to gain insight into the region and its tourism offerings. However, the COVID-19 pandemic unfortunately resulted in some activities being put on hold due to travel restrictions. In November 2021, a webinar (https://www.youtube.com/watch?v=lWslVOoEXZM) was organized, featuring presentations by representatives from each country on wellness activities that could be leveraged to attract tourists to the region. When it was safe to travel again, the partners organized a series of country visits, providing each partner with an opportunity to experience first-hand what each country had to offer and to update their fellow partners on the progress of the project.

In April 2022, the Finnish and Maltese delegations met with their Irish partners in Inishowen to explore the concept of nature-induced tourism. The delegation visited Fort Dunree, situated on the stunning clifftops of Dunree Head. They also had the opportunity to hike with alpacas on the hilltops of Malin Head and, for the more adventurous, to swim in the Atlantic Ocean, where temperatures are out of the comfort zone of most people.

The Irish and Finnish delegation visited Gozo in May 2022, where the partners had the opportunity to experience village-based tourism in Victoria and Xaghra, visiting historical attractions like the Ggantija neolithic temples and the Citadel Castel. The group also visited Dwejra, a Natura 2000 site. For those seeking adventure, a scuba diving trail was organized in Xlendi, while others enjoyed a relaxing afternoon at Ramla Bay. Additionally, the GAGF organized a visit to a health retreat in Gozo, where visitors could enjoy a complex which offers health and relaxation treatments in Gharb.

The final visit took place in Finland in September 2022, with the Gozitan and Irish delegations exploring activities that could be undertaken in the forests surrounding the Seinäjoki area. During this visit, participants had the opportunity to hike and bike through the forests and spend a night outoors. A major attraction in Seinäjoki are the lakes that surround it, and the group took advantage of the opportunity to visit one of the accommodations in the area, enjoying the facilities of the spa and exploring the surrounding area.

During the study visits in each country, it was observed that nature has a significant impact on our overall well-being. Spending time in nature has been shown to reduce stress, improve mood, increase creativity, and enhance cognitive function.

It was noticed that there are several ways in which nature can contribute to our well-being by:

• Physical activity: Spending time in nature often involves physical activity, such as hiking, swimming, or cycling, which can improve cardiovascular health, strengthen muscles, and increase overall fitness.

• Fresh air: Being outdoors allows us to breathe in fresh air, which can improve lung function, boost the immune system, and increase energy levels.

• Relaxation: Being in nature can induce feelings of relaxation and tranquillity, which can help reduce stress, anxiety, and depression.

• Connection: Spending time in nature can help us feel connected to something greater than ourselves, such as the natural world or a sense of spirituality.

• Overall, being in nature can provide a range of physical, emotional, and psychological benefits that contribute to our overall well-being.

The second and last stage of the project was the local project implementation.

The Well-being from Nature project was launched to promote Gozo as a rural destination through national and international marketing efforts. The main theme of the project was knowledge exchange in the area of green and nature-induced well-being. The transnational actions of the project offered possibilities to search for various business models, networking models, and digital marketing strategies. The phase was based on three stages, focusing on know-how for developing village-based tourism, product development and marketing channels, and communication and capacity building.

The first stage of the project was focused on developing know-how for village-based tourism. Local inputs were combined with the collaboration of transnational partners to explore ways to exploit the natural assets of Gozo. This included identifying physical activity opportunities, highlighting the benefits of fresh air and sunlight, and promoting relaxation and a sense of connection to nature. This stage was essential in establishing a foundation for the project and identifying key areas for promotion.

The second stage of the project involved product development and marketing channels. The aim was to highlight the natural assets of Gozo in a promotional campaign, by reaching a target audience of 250,000. The promotional campaign emphasized the benefits of spending time in nature, engaging in outdoor activities, and enjoying the natural beauty of the island. The campaign was designed to be appealing to tourists and to encourage them to visit Gozo and experience its natural assets for themselves. For this purpose, a team of key experts was employed to assist the Gozo Action Group Foundation.

The third and final stage of the project focused on communication and capacity building. A conference was held to discuss how the information collected throughout the project could be transferred to both local and transnational partners for the implementation of the project. This stage was designed to ensure that the project would continue to have a lasting impact beyond its initial launch.

It was concluded that Well-being from nature marketing refers to the practice of promoting products or services that are designed to enhance a person’s well-being by emphasizing the natural ingredients, processes, or settings involved in their creation. This type of marketing often focuses on the belief that natural products or environments can have a positive impact on a person’s physical, emotional, and mental health.

Gozo, a small island located in the Mediterranean Sea, is a hidden gem for those seeking a well-being destination. Its stunning natural scenery, peaceful way of life, and wellness activities make it an ideal place to unwind and rejuvenate.

One of the main draws of Gozo is its beautiful natural landscapes. The island is surrounded by crystal-clear blue waters, perfect for swimming, snorkelling, and diving. Its rugged cliffs offer stunning views of the sea and provide a sense of adventure for those who enjoy hiking and exploring. The island is also home to numerous beaches, including the popular Ramla Bay and the secluded San Blas Bay, both of which are known for their pristine beauty.

Spending time in nature has been shown to have numerous benefits for physical and mental health. Being surrounded by natural beauty can help reduce stress, lower blood pressure, and improve overall well-being. It can also provide an opportunity to engage in physical activity, which is essential for maintaining good health.

In addition to its natural beauty, Gozo is known for its peaceful way of life. The island is home to a small population of around 37,000 people, and the pace of life is slow and relaxed. This can provide a much-needed break from the hustle and bustle of daily life and allow visitors to recharge their batteries.

The peaceful way of life in Gozo also provides an opportunity to connect with others and build relationships. The island’s small size means that it is easy to meet people and form meaningful connections. This can be especially beneficial for those who are looking to connect with others and improve their social support networks.

Wellness activities are also popular in Gozo. The island has a growing wellness industry, offering a variety of activities such as yoga, meditation, massage, and spa treatments. These activities can help promote relaxation, stress reduction, and overall well-being. There are also numerous opportunities to engage in outdoor activities, such as cycling, kayaking, and horseback riding, which can provide a sense of adventure and excitement.

In addition to its natural and wellness attractions, Gozo has a rich cultural heritage. The island has a long and storied history, with numerous historical sites and ancient temples that provide an opportunity for learning and personal growth. Exploring these sites can be a rewarding experience and provide a sense of connection to history and tradition.

One of the most popular cultural attractions in Gozo is the Ġgantija Temples, which are over 5,000 years old and among the oldest free-standing structures in the world. These temples provide a glimpse into the lives of the island’s early inhabitants and offer a sense of wonder and awe.

The island is also home to numerous festivals and cultural events throughout the year, such as the Malta International Fireworks Festival, the Gozo Carnival, and the Santa Marija Feast. These events provide an opportunity to experience the island’s rich culture and connect with others.

Following the study of what Gozo had to offer, and on what our friends from Seinäjoki and Inishowen had experienced, the Gozo Action Group Foundation developed a Strategic Marketing Plan on the promotion of Gozo as a well-being destination. during the design of the plan it was noticed that a number of entities already promote Gozo in different ways. Therefore, in order not to create further fragmentation, it was decided that the campaign should be implemented using the channels that were already in use by the Gozo Tourism Association.

The GAGF sourced a series of photos and videos, which portraits how Gozo can be enjoyed as a well-being destination. For a period of 30 days, these photos and videos were used as content for the campaign, which managed to exceed the target of 250,000 users.

An innovative part of this project is that the marking campaign will be available for download and can be used as an example for any entity that needs to have an example of how a digital marketing campaign is designed and implemented. Moreover, the photos and videos that were sourced for this project can be downloaded from this page and can be used by any interested party to promote well-being activities in Gozo.

Also, during the implementation and leading up to this conference a series of workshops were organised by the team of key experts that were engaged. These workshops were open to the Local Councils, NGOs and businesses and used the campaign as a case-study. The stakeholders responded well to this activity because the response was higher than anticipated, and the attendance of all of the workshops was sustained  throughout the whole period.

The Strategic Marketing Plan, workshops, final report by the key experts, photos, and videos can be downloaded from here. One can also view the videos and the conference that was organised from the Gozo Action Group Foundation Youtube Channel (https://www.youtube.com/@GozoActionGroupFoundation).

Overall, the Well-being from Nature project was an innovative approach to promoting Gozo as a rural destination. By highlighting the benefits of spending time in nature, the project aimed to attract tourists who value natural and eco-friendly experiences. The project’s transnational actions also offered valuable opportunities for exploring new business models, networking models, and digital marketing strategies. Through its three stages, the project established a solid foundation for promoting the natural assets of Gozo and encouraging visitors to experience the island’s beauty for themselves.

This project was implemented under M19.3 of the LEADER programme, which was funded through the European Agricultural Fund for Rural Development 2014 -2020