the territory’s vocation as a focusing strategy: the case of algarve nuno aires, vice-president

The territory’s vocationas a focusing strategy:

the case of Algarve

Nuno Aires, Vice-President

Algarve Tourism Board17th January 2008

The Algarve Tourism Board:

Was created on the 18th March 1970;

It’s a public organisation with administrative autonomy, and own assets and budget;

Overall responsibility for the definition of the region’s tourism policy;

Amongst its main areas of action are Promotion, Entertainment and Tourist Information.

EUROPE, PORTUGAL and ALGARVE (Al-Gharb = “The West”)

The Algarve is the European destination for Sun and Beach with most solar hours throughout the year, which provides it with a unique luminosity.

Endowed with a mild and stable climate pleasant, in terms of temperature and humidity, the Algarve offers perfect conditions for going to beaches of recognised environmental quality and practicing a variety of sports, especially golf and nautical sports.

A characteristically hospitable, calm and safe place, with strong historical and cultural traditions local and an irresistible gastronomy.

The diversity of its interior and coast enables carrying out multiple activities meeting the desires and motivations of people with different lifestyles.

Algarve – 1st national tourist destination

Nights 2006

ABSOLUTE

TOTAL

ABS. VAR.

2005/06

% VAR.

2005/06

% NATIONAL

TOTAL

ALGARVE 13,674,887 + 285,930 + 2.1 + 38.4

PORTUGAL 35,581,465 + 1,808,384 + 5.4 100.0

SOURCE: National Statistics Institute

Revenue (€) 2006

ABSOLUTE

TOTAL

ABS. VAR.

2005/06

% VAR.

2005/06

% NATIONAL

TOTAL

ALGARVE 506,560,092 + 31,502,112 6.6 + 31.0

PORTUGAL 1,633,641,141 + 131,181,796 + 8.7 100.0

Main tourist products:

1 – Sun and Beach

- 200 kms of coast

- Climate (hours of sun and water temperature)

- Diversity and beauty of the coast (cliffs, coves and caves)

- Environmental quality (“Blue Flag”)

Costa Vicentina (the west coast)Rougher sea – perfect for surfing and body boarding

Barlavento (the western coast)Caves carved out of the rocks – ideal for boat trips

Sotavento (the eastern coast)Long sandy beaches – popular for windsurfing and swimming, kite

surfing, parasailing

2 - Golf

Strategic product for the Algarve! Why?

- Generates substantial tourist revenues (estimated at 350 million euros)

- Attenuates seasonal fluctuations (“Winter Sport”)

- Increases employment (10,000 direct and indirect work posts)

- Destination qualifier (golfers have a medium-high income level, and therefore high purchasing power, good socio-economic level, seek quality accommodation (4/5 stars), carry out other complementary activities, such as shopping)

- Provides international projection (mainly through the capture of large international events)

Currently, the Algarve is the main golf destination in Portugal, with 34 golf courses, representing approximately 45% of the national total.

BARLAVENTO (WEST ALGARVE) – here the courses afford some interesting views, with the sea and hills of the Serra de Monchique

as their backdrop. On some courses, situated in sloping valleys overlooking beaches and cliffs, you will find many of the region’s

typical fig-trees and olive-trees.

Penina Morgado

ALBUFEIRA - set on the cliff-tops amidst beautiful pine-woods, the courses here are relatively flat and afford stunning views over the

beaches below. The surroundings are inhabited by different protected species of wildlife.

Salgados Pine Cliffs

QUINTA DO LAGO AND VALE DO LOBO - the undulating fairways of these courses, set amidst pine-trees, olive-trees and eucalyptus-

trees, are perfectly integrated into the landscape of the Ria Formosa Natural Park, where countless species of birds can be

observed on and around the water of the lagoon and the sea. Here you’ll find the famous 16th hole, the most photographed hole in

Europe.

Royal San Lourenzo

VILAMOURA – Portugal’s golfing capital, Vilamoura hosts some prestigious international tournaments.

Victoria Old Course

SOTAVENTO (EAST ALGARVE) – this region’s courses are surrounded by extensive pine-woods and afford magnificent views over the distant hills, the sea, the Ria Formosa Natural Park and

the River Guadiana.

Bemanor Quinta de Cima

What is a golfer normally looking for?

QUALITY OF THE COURSES CAREFUL MAINTENANCE PROFESSIONAL SERVICE AND FRIENDLINESS ACCOMMODATION CLOSE TO THE COURSES GOOD QUALITY/PRICE RELATIONSHIP (Value for money) AVAILABLE TEE TIMES THROUGHOUT THE ENTIRE YEAR VARIOUS COURSES CONCENTRATED IN A RESTRICTED AREA EVOLUTION IN AIR LINKS (LOW COST) CLOSE BY INVITING CLIMATE FOR THE PRACTICE OF GOLF THROUGHOUT THE

ENTIRE YEAR “FREE SHUTLE BUS” BETWEEN HOTEL/COURSE/HOTEL SECURITY

All to be found in the Algarve!

3 – Health and well-being

The Algarve is an excellent choice for all those who like making the most of their holiday time, not just to relax, but also to take care of their physical well-being in the midst of some quiet and peaceful settings.

4 – Business Meeting

The Algarve is equipped with the most modern infrastructures and provides a whole host of support services for business meetings.

5 – Sport and Adventure

Throughout the region, there are excellent conditions all year round to ensure that visitors interact, through their favourite sporting activity, with the best of natural environments and enjoy the healthy and invigorating airs of the Algarve.

6 – Culture and Tradition

Much more than its magnificent beaches and favourable climate, the Algarve offers up its broad and diverse ethnographic heritage as a wonderful complement to its sun and sea.

7 – Nature and Landscape

The Algarve’s abundant sunshine and mild temperatures make it the ideal habitat for countless species of plants and animals.

SOUTH-WEST ALENTEJO AND COSTA VICENTINA NATURAL PARK

Rich geological and archaeological heritage – ideal environment for the survival of countless species; one of the spots preferred by migratory birds.

PONTA DE SAGRES – the different characteristics of its marine ecosystem favours the development of a unique plant life.

RIA FORMOSA NATURE PARK

Stretches over 60 kilometres of marshland, islets and canals – flamings; purple gallinules, lizards and buzzards

CASTRO MARIM AND VILA REAL DE SANTO ANTÓNIO SALT MARSH NATURE RESERVE

One of the country’s main wetlands and the habitat of flamingos, black-winged stilts, herons and marsh harriens (find conditions for nesting)

8 – Entertainment

For those seeking the best of entertainment, the Algarve nightlife features the very latest in music, in several hotspots such as bars, discos and restaurants. But there is also a great deal on offer during the day: from the theme parks to the shopping malls, including every type of cultural event.

In conclusion:

SUNLIGHT BEACHES GOLF COURSES NATURE AND LANDSCAPE PICTURESQUE VILLAGES HERITAGE CULTURE GASTRONOMY SPAS ENTERTAINMENT SECURITY

Attractions that makes the Algarve a privileged destination for holiday-makers!

THANK YOU!

nuno.aires@rtalgarve.pt