By: DAISY SAMPSON
daisy.sampson@the-resident.com
A CAMPAIGN to convince British tourists to holiday in the Algarve this winter has been launched by Portugal’s tourism board, Turismo de Portugal.
Low cost airlines are specifically being targeted in the 1.1 million euro campaign, with advertising to promote the region as a winter sun destination also being aimed at holiday websites, tour operators, British newspapers and in British television advertising campaigns.
President of Turismo de Portugal, Luís Patrão, said that the strategy of marketing towards budget airline users will not detract from the image of the Algarve as a premier tourist destination.
“Studies have revealed that many users of low cost airlines are from higher social strata and travel widely,” he said.
The strength of the pound, high fuel prices and increases in the costs of air travel have all affected the viability of a holiday in the Algarve for many UK travellers.
“The English should not be penalised for factors that have made travel to the region more costly” said Luís Patrão.
It is hoped that the campaign will raise hotel occupancy levels during the winter months in the region, especially in Albufeira and Vilamoura, areas that are directly influenced by passenger numbers at Faro airport.
The effects of the campaign are expected to be far reaching as increased hotel occupancy by tourists inevitably affects all businesses connected to the tourism sector.
Seventy per cent of all tourists to Portugal from the UK choose the Algarve and the region is second only to Lisbon in global promotion of Portugal.
Advertisements promoting the Algarve as a winter destination are due to appear in The Guardian, The Independent, Daily Express on Sky TV and with tour operators First Choice and Thomson.
