Market diversification, sustainability and digital transition. These are the three priorities for the new term of João Fernandes at the head of the destinations of the Associação Turismo do Algarve (ATA), for which he took office this Friday, 17 December.
In his speech, João Fernandes, who is also president of the Algarve Tourism Region (RTA), explained that, as these are not new goals, the pandemic has accentuated the need to reinforce these lines of action that were already guiding the plans promotion and tourism development in the region.
Defining the resumption of air traffic in the European space as the first goal to be achieved, the new management's strategy involves continuing to invest in market diversification, in order to ensure a more sustainable growth in tourism in the region that is more sustainable and less dependent on the United Kingdom - the its main market.
«Still, the Algarve does not intend to give up the privileged connection it has with this market, which is why a requalification of this relationship will be worked on, so that the region continues to be seen by British tourists as a competitive and differentiating destination in the post. -Brexit and post-pandemic», says the ATA.
Another of the purposes of the ATA's new management «is to continue to promote the tourist growth of the destination, in quality and in a sustainable manner, with an improvement in performance that is not only translated in economic terms, but also in social, environmental and territorial terms» .
It is in this context that the challenge of sustainability arises.
The qualification of professionals in the tourism sector is another objective that will be taken into account in the new term. In the words of João Fernandes, the solutions are, «not only by continuing to invest in the training of human resources, but also by promoting conditions for the establishment of workers in the region, permanently or temporarily, and by making seasonal flows more appealing , with decent housing policies and mobility facilities and access to services, capable of captivating and motivating people to choose to come and work in the Algarve».
The new strategy, according to ATA, will also reflect the need to reinvent and bet on the digital transition.
«The aim is that the Algarve's online presence is not just restricted to the possibility of promoting its tourism offer in a global showcase, but that it is designed and enhanced in order to respond to a more targeted demand, allowing the identification of new ones business opportunities, enabling the organization and structuring of new offers, and reaching new markets and segments».
Finally, João Fernandes also highlighted ATA's intention to ensure greater proximity with all its members, in order to understand the challenges at hand and to help them identify new paths and opportunities. For this purpose, the creation of different work groups was announced, dedicated to each of the main products that make up the Algarve's tourism offer, where members will be invited to play an active role and contribute to its enhancement.
At a time when a three-year cycle of synergy and joint work between ATA and RTA is completed, with the same chairman, João Fernandes considered «that this was a challenge overcome with distinction, which allowed to place tourism in the Algarve speaking with one voice and making the destination's communication stronger and more cohesive».
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