TOURISM IN OUR REGION DIAGNOSIS AND STRATEGIES FOR THE FUTURE

1. SME competitiveness Tourism sustainability Regional strategic vision TOURISM IN OUR REGION DIAGNOSIS AND STRATEGIES FOR THE FUTURE Meeting in Sesimbra | Portugal | September 2006

2. The challenges of the presentation 1. To present a brief diagnosis of the “regional tourism framework” in order to discuss the concept of the “tourism region” in the perspective of scale, strategy and stakeholders. 2. To discuss new approaches in tourism planning aiming greater competitiveness and sustainability goals. 3. To contribute to establish a road map towards sustainable tourism development.

3. The administrative geography The Sado water region The Blue Coast institutional tourism region Divided between two NUTS2 Regions with different development dynamics (Lisbon-Setubal and Alentejo) and including 13 municipalities. Natural and administrative boundary between the two NUTS2 Regions around the Sado’s Estuary Natural Reserve, including four municipalities (Setúbal; Palmela; Alcácer do Sal; Grândola-Tróia Peninsula)

4. Diversity of tourism activities

5. Looking to the institutional framework SOME WEAK POINTS … Lack of a regional strategic vision for the tourism sector. Dispersion of entities and lack of coordination. Need for institutional thickness and capacity building. Need to raise quality of tourism products and services. Lack of a territorial marketing strategy Lack of a strong international destination brand and awareness SOME STRONG POINTS … Availability of natural and cultural resources eg. Arrabida Natural Park; Sado Estuary Reserve; Sand beaches; quality gastronomy; large pool of traditional products; Proximity to Lisbon Metropolitan Area and to key infrastructures and services (eg. airport, harbours). Diversity of tourism stakeholders and services. SOME CHALLENGES How to respond to the new demands of tourism How to increase awareness of the Sado Tourism Water Region How to establish an efficient institutional organic for tourism sector

6. Some strategic inputs A new concept of tourism region: from a spatial approach to an entrepreneurial approach Networks and clusters Capacity building processes Participative and collaborative dynamics Innovation and sustainability as competitiveness factors A new attitude over tourism planning: Plan & Go More people involved in processes, less words in paper Multi-Level Governance (horizontal and vertical links) Clear priorities, concentration and selectiveness of investments Better approaches of territorial marketing and regional branding Organize the regional tourism sector (stakeholders and services) towards sustainability

7. The Plan & Go approach GO PLAN STP STP Reach markets and operators Conduct “educational tours” Design marketing tools and contents Attract visitors Design of integrated products Definition according to a regional strategic framework Establishment of partnerships Definition of promotion tools THE RAISING OF STAR TOURISM PRODUCTs (STPs): Design and creation of Touristic Products of high quality based on the strongest regional potentialities and planed to sell / compete on the global markets, organizing stakeholders and services around these priorities. EXAMPLE OF METHODOLOGICAL APPROACH Pool of resources, potentialities and stakeholders

8. The Plan & Go approach STP Potential STAR TOURISM PRODUCT (STPs) -> Watertour context in Sado Region Active water sports (windsurf, kite-surf, kayaking) Cultural / Thematic Routes (eg. Portos Palafítiticos) Nature watching (Natural Park, Bird/dolphin watching) Active tours (biking, hiking, horsing) Fisheries Design of product – definition of itinerary and local tourism services supliers Example of package for a STP 8 days / 7 nights – small groups flying to Lisbon airport and transferred to Setubal Peninsula Base activities (6 days including activities as guided or self-guided biking, boat sailing, winery visits, dolphin watch, kayaking, horse back riding, for example -> find tourism services partners) Complementary activities (events like concerts, exhibition visits) Pic-nics included (find service) Dinners included (find partner restaurants) 2 level of quality hotels available and included (2 night each hotel)

9. Designing Magnet Routes Importance of the creation of thematic active routes with potential to work as magnets in attracting tourists to the Region. Local example: Portos palafíticos- the natural landscape associated with the cultural dimension of fisheries can be the basis for designing a magnetic concept of thematic route. Regional example: Alentejo Coast- unique coastal landscape, with natural protected areas and high quality environmental requirements and standards for future resort developments Work to do in terms of recovery of physical structures; selection of boats and equipments; design of products; selection of services (eg. gastronomy, sleeping; shopping); ->Watertour project as good enzyme for catalyzing the process. Place marketing and branding as a powerful tool for reinforcing the attractiveness of a territory, for promoting the economic activities and for bringing a new breath of air to traditional activities.

10. Marketing, branding & selling A place branding strategy must be based on a clearly defined vision of the future for the place while being firmly rooted in the existing policies, resources, intellectual capital, capabilities, motivations and perceptions of the place. Use of marketing techniques aiming to create a point of difference that is relevant, compelling and real. It’s more than a marketing approach for tourism, it can be an integrated instrument aiming to attract new businesses, talent, investments, etc. according with a regional vision of development. Opportunity to create a regional branding tool kit for the definition of a powerful travel destination brand.

11. SME competitiveness factors Skills and qualifications Good partnerships Research (R&D) Technology Integrated Services Answers to quality demand Customer Relationship Innovation + innovation Good communication Design, brand & sell Leaderships 2B faster and faster

12. Region, tourism and smart growth Sado water belt as a complement to the sand belt of coastal Alentejo. Importance of a new impulse, goals and road map to the redefinition of the institutional framework. Watertouras good approach to a tourism business model of Product Management Organisation (PMO), specially considered as part of an European Network of thematic tourism products (packages). Branding as added value for Destination Management Organisation (DMO) where Sado should be considered as part of Alentejo Coast / Blue Coast destination. Challenge of the raising of a key player in the leadership and coordination of actions (operator in PMO or agency in DMO), built in a network of regional stakeholders -> Program of Reinforcement of SME competitiveness factors Sustainable tourism dependent on strategic vision, creativity and integrated efforts around selected STP’s.

13. SME competitiveness Tourism sustainability Regional strategic vision TOURISM IN OUR REGION DIAGNOSIS AND STRATEGIES FOR THE FUTURE Meeting in Sesimbra | Portugal | September 2006