by PAULO SILVESTRE
2011 is expected to be another challenging year for the tourism industry but, in order to ease its recovery, the Algarve Tourism Board has set a budget of €8.9 million to promote the region next year.
The sum was agreed unanimously at a general assembly meeting on December 14, while the 2011 edition of the Allgarve events programme will get €2.3 million of the total.
Algarve Tourism Board (ERTA) president Nuno Aires told the Algarve Resident: “Our partnership with the Algarve Tourism Association will also continue but will now focus on the recovery of the Portuguese tourism market by streamlining initiatives in Spain.”
ERTA will also apply for the region to host one of the most important events in the world of golf, the International Golf Travel Market, which this year took place in London, in 2012.
The campaign, ‘Algarve. Europe’s most famous secret’, launched in 2010, will feature on Portuguese television channels next year to reveal some of the places that are less known even to the Portuguese but, according to Nuno Aires, are “the most desirable to visit”.
Other ERTA proposals for 2011 include the continuation of marketing and information exchange on social networking sites, such as Facebook.
ERTA will also apply for licensing of the merchandising management of the brand Algarve and develop a digital platform on the internet for customer relationship management to determine the profile of tourists visiting the region.
“Next year could be the biggest challenge for the tourism sector in the region. We know that the Portuguese market will again be vital for tourism in the region and, therefore, we will continue relying on the development and structuring of new products, such as accessible tourism, culture and nature,” said Nuno Aires.
“2011 is expected to be a year of recovery for the tourism sector in Europe, but the economic crisis will continue to be felt.
“According to ITB World Travel Trends Report, a collection of data from several other reports and surveys of 60 experts in the tourism sector, the recovery of tourism in Germany is one of the pillars for Europe’s tourism recovery next year.”