New, ambitious roadmap for Algarve tourism
Portugal Resident
New strategy for sector sees beyond “sun, sea and golf”
The Algarve has laid out a new strategic marketing plan for its tourism sector, with the goal of promoting the region as a year-round destination that offers much more than the sunny weather, pristine beaches and sprawling golf courses it is best known for.
The Strategic Marketing Plan of Algarve Tourism 2028 (PMETA 2028) was unveiled last Thursday (November 14) in Faro, an occasion described as an “important milestone in the future of tourism in the region”.
For years, tourism officials in the Algarve have been trying to get the word out to tourists around the world that the region has much more to offer than its world-famous beaches, year-round sunshine and award-winning golf courses.
As they have outlined time and time again, there is also a vast history to discover, such as monuments that date back several centuries, some of which to a time when the region was occupied by the Moors.
They also highlight the Algarve’s potential as a destination for nature lovers. The region has around 200 kilometres of coastline for those who prefer the sea, as well as its inland gems, with plenty of walking paths and cycling routes to explore.
The region’s typical cuisine – best known for its fresh fish and seafood – and growing wine sector are also unique facets of the region that its tourism sector wants to capitalise on. But these are not the only segments that authorities believe can contribute to the growth of the Algarve’s tourism sector. Promoting the Algarve as a destination for weddings, nautical sports, filmmaking, corporate meetings, motorhomers, cruise ships and LGBTIQA+ travellers are also ambitions outlined in the new plan.
Such a wide range of objectives led to the creation of a single document which tourism officials say sets an “ambitious vision for the Algarve” and aims to “consolidate it as a competitive, sustainable and nationally and internationally recognised tourism destination known for its quality and diversity.”
The new roadmap, which focuses on “innovation and sustainability” to reach its goals, will act as the region’s guiding plan for tourism until 2028.
“The plan integrates the key strategic guidelines for our region, focusing on consolidating the success of tourism in the next five years,” said Algarve tourism chief André Gomes at last week’s press briefing. “With this plan, we want people to look at the Algarve as not just a sea and sun or golf destination, but also a destination that offers other authentic experiences tied to nature, history, culture, gastronomy and wine, among other segments,” said Gomes, who leads the region’s tourism board (RTA) and association (ATA). “We believe the plan lays a solid path forward for the future, which will benefit not only our visitors with memorable year-round experiences but will also contribute to the well-being of our residents and strengthen both the regional and national economies.”
The development of the plan was based on several strategic frameworks, such as the United Nations’ 2030 Agenda and the Tourism Strategy 2027. At the regional level, the plan is aligned with Algarve 2030 – Regional Development Strategy, the Intermunicipal Climate Change Adaptation Plan for the Algarve, and the Regional Water Efficiency Plan for the Algarve.
Five main goals are singled out in the plan, starting with the objective of growing off-season tourism – in other words, attracting more tourists outside of the summer season and other busier periods, such as New Year’s. The plan also outlines the goals of increasing revenue at tourist accommodation units, reducing seasonality by achieving a more even distribution of visitors throughout the year, boosting passenger movement at Faro Airport and increasing visitor and resident satisfaction.
Compared to the official numbers in 2023, the Algarve is hoping to increase passenger movement at Faro Airport by 10%, overnight stays by foreigners by 4.1% and total revenue by 12% by 2028.
“What we want to do is leave a path for the region to follow when it comes to the tourism sector and achieve our goals,” added Gomes.
The plan also highlights the region’s established tourism markets, which include Germany, Spain, Ireland, the Netherlands, the United Kingdom and its own national tourists, while also singling out the United States of American and Canada as emerging markets with untapped potential.
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By MICHAEL BRUXO
michael.bruxo@portugalresident.com
The post New, ambitious roadmap for Algarve tourism appeared first on Portugal Resident written by Michael Bruxo
