Summary:
Associação Amigos do Algarve established to amplify the region's influence
UK market accounts for 20% of Portugal's international tourism
Showcasing 112 companies at major global tourism fairs
Portugal evolving into a diverse tourist destination
Expecting to surpass 10 million overnight stays in 2024
Algarve's New Voice
Despite its significant role in tourism and the national economy, the Algarve has not gained the influence it deserves among government and political decision-makers. The Associação Amigos do Algarve has been established to change this narrative, advocating for the region and its residents under the motto “For an Algarve with a voice.”
Strengthening Connections with the UK Market
Pedro Machado, the Secretary of State for Tourism, highlighted the importance of the British market, which accounts for about 20% of Portugal's international tourism. He emphasized that showcasing Portugal at major global fairs with 112 companies at the Tourism of Portugal stand is crucial for growth. Portugal is now presented as a diverse tourist destination, moving beyond just the Algarve, Lisbon, or Madeira.
A Diverse and Modern Portugal
For many years, Portugal's representation in tourism did not reflect its true diversity. The country has been evolving, showcasing regions like Porto, Centro, Açores, and Alentejo, indicating a more equitable distribution of tourism appeal. Machado stated that new tourism products are being introduced, with a strong focus on gastronomy, nature, art, and literature.
Promising Future for Tourism
Machado expressed optimism about surpassing 10 million overnight stays in 2024, following 9 million stays and nearly 4 million guests in 2023. The UK market is expected to grow by 9% in revenue and 3% in visitor flow, potentially bringing €5 billion in revenue from British tourists alone.
Promoting Sustainability and Events
The Secretary noted the importance of sustainability in tourism and how major events like MotoGP, WSL, and ICCA are attracting operators to Portugal. The commitment to a sustainable tourism strategy aligns with the growing expectations of British tourists.
Portugal's Global Image
Machado acknowledged the UK market's potential influence on others, leveraging its position as a powerful financial hub. He emphasized the safety of Portugal as a destination, which enhances its appeal globally, particularly regarding health perceptions.
With these developments, the Associação Amigos do Algarve aims to ensure the region's voice is heard and respected on all fronts, enhancing its profile in both tourism and political spheres.
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