Algarve tourism chief João Fernandes believes the region “must diversify and build on its renowned ‘beach holiday’ brand in order to benefit from the rapidly evolving global tourism market”.
While Algarve tourism “unquestionably remains very strong, it can drive greater recognition and wealth creation by improving and diversifying what it offers holidaymakers,” he said ahead of the 2019 Algarve Tourism Conference taking place on Friday, September 27 at the Hilton Vilamoura Resort from 9am to 5pm.
This year’s central theme is ‘health and wellness’ travel. Organisers say that worldwide ‘wellness tourism’ spend is rising rapidly and expected to surpass €900 billion by 2022, representing 18% of the global tourism market.
“For more than 40 years, the Algarve has been the leading tourism destination in Portugal, attracting the greatest number of tourists per night. The region accounts for more than four million of nearly 19 million overnight stays registered annually,” says Fernandes.
He adds: “However, we are currently engaged in a long and continuous process of diversification, demystifying the preconception that the Algarve is only sun and beach – and consequently only a summer destination. None of these assumptions are true. Although it is true that our star product is, and will always remain, the sun and beach. However, what people have come to discover is that there is much more than beautiful beaches.”
According to the Algarve’s tourism boss, regional authorities are working to ensure more people learn to appreciate the region’s “authenticity”, from the Mediterranean diet to the Algarve’s cultural events.
The 365 Algarve programme has been an important tool to promote the region outside the busy summer season.
“I have always believed that the Algarve tourism sector would be as strong as our ability to plan and anticipate problems, as well as to speak in a focused manner. The formula proposed for this conference seems to me to be correct, as a way of strengthening the sector and training its agents. Judging by the mobilisation achieved from the previous edition, and response post event, the conference is well positioned to contribute towards and help inform the regional agenda,” Fernandes added.
The event is being delivered by ILM Real Estate Group in association with the Ireland Portugal Business Network (IPBN) and Faro’s Dengun Digital Agency.
High-profile participants include GSI Health & Wellness Exchange, Revive Clinic Algarve, Grupo HPA Saúde, Longevity, Vale do Lobo, ASPA and Pine Cliffs Resort/UIP.
The full-day programme involves more than 25 expert speakers with a key focus on growth and strategies for sustainable development within health, medical, wellness and senior tourism.
Says Andrew Coutts, CEO of the ILM Tourism & Hospitality Real Estate Group Portugal: “The Algarve is on the cusp of a transformation linked to the fast expanding ‘health and wellness’ tourism industry. Europe is currently topping the polls as the most popular destination for health and wellness travel, which is terrific news for the Algarve.
“Our region is in prime position and already benefits from a bounty of natural assets with strong supply chains and potential support services in areas including technology, sustainability and innovation. It has all the ingredients to become a ‘Mecca’ for health and wellness travellers worldwide. However, the onus is now on the local market to work together and harness the opportunity by creating a robust plan for the years to come,” he adds.
Peter Robinson, a partner at property sector research consultancy Promatura International, also weighed in, saying there are “major opportunities for the Algarve right across the senior living segment which can be broken down into several areas”.
“This includes ‘active adult’, ‘independent living’, ‘assisted living’, ‘memory care’ and ‘nursing care’. It is important for businesses within the Algarve region to clearly understand which segment they are either in or want to be in.”
Also attending the event will be Nazir Sacoor, CEO at Longevity Wellness Worldwide, who believes the Algarve “has been positioning itself in a structured and systematic way within the health and wellness tourism sector due to its natural advantages – including an exceptional climate with more than 300 days of sunshine per year, a rich and diverse culture, fine coastal beaches and fantastic golf courses combined with two equally important factors: safety and hospitality.”
Stakeholders from across Portugal’s tourism sector are being encouraged to attend, most notably tourism and travel entrepreneurs and innovators, travel trade and destination management company (DMC) professionals, resort, hotel and tourism development lodging managers and operators, real estate developers and investors, real estate managers and realtors.
A series of packages are being offered to delegates including conference hall exhibition space, sponsorship and partnership opportunities. Tickets, costing from €120 (including lunch and coffee breaks), are on sale now.
+351 969 196 055 | info@algarveconference.com
www.algarveconference.com
