“365Algarve” is betting strongly on communication aimed at foreigners residing in the region. A measure that is related to the results of a study carried out by the University of Algarve, which revealed that the vast majority of foreign visitors who attend the shows of this regional cultural program are in the Algarve visiting family members.
This change in communication strategy was one of the first decisions taken by Anabela Afonso, the new commissioner of “365Algarve”, who was the guest of the radio program “Impressões”, organized jointly by the Sul Informação and by Rádio Universitária do Algarve RUA FM.
According to Anabela Afonso, UAlg's monitoring of the cultural program has been a very useful tool for those responsible for programming and managing “365Algarve”. The study served, at first and when the commissioner of the program was Dália Paulo, to fine-tune the programming strategy, reducing the global number of supported initiatives and betting on anchor events.
But the usefulness of the work carried out by the Algarve academy did not end here. “The data we have are encouraging, when it comes to the transition from the 1st to the 2nd edition. An interim evaluation, for the period until December 2017, indicates that, in the events held in the current edition, we already have a total of 15% of tourists coming from other countries. On the other hand, there are foreign residents, who already represent 13% of the total», revealed Anabela Afonso.
«In a meeting we had recently with the company that promotes “365Algarve” on social networks, we pointed out that we were not reaching resident foreigners and that this was necessary. And, from that moment on, we immediately noticed an evolution. This increased our visibility and the clicks that we receive from abroad», he said.
In other words, «this dynamic of having a resident foreign community here also greatly enhances the visit of tourists from abroad».
“It's obvious that we want more and that the goal is to work towards it. But I think they are good results for a program that is still very young», he considered.
Despite this effort to reach foreign residents and, through them, those who visit the region from other countries, Anabela Afonso stressed that «the main objective of “365Algarve” is not to bring foreign audiences to the Algarve, it is to qualify the tourist offer already existing in the region with this component of valuing the territory, which is the culture and experiences that those who visit us can have at this level».
About a month after starting work, Anabela Afonso is also already working on the preparation of the next edition of “365Algarve”, which will take place between October 2018 and May 2019. At the moment, «we are making some adjustments to the regulation » and preparing the opening of a new application period for the program, something that should happen «by the end of February».
“That means delaying a bit from last year's date, which was February 6th. We open a little later, but we guarantee that the regulation has the appropriate changes, so that things run smoothly in the next edition», he said.
It is certain that the strategy “should not change much” in relation to this second edition. Still, a tightening of criteria, similar to what happened from the first to the second year, is not set aside.
This change resulted from the recommendations collected from those who watch “365” shows. In the first edition, «many people thought that there was too much dispersion in the scheduled events and that perhaps it would be preferable to have fewer initiatives».
“The interim study of the first months of the 2nd edition still brings this recommendation. Satisfaction indicators have risen, but there are those who recommend events with more quality. The reduction in the number of events had to do with this and it is possible that there will be a further reduction», said Anabela Afonso.
But, he stressed, everything will depend "on the candidacies that arise".
You can listen to the interview with Anabela Afonso, in full, here.
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