Vítor Fraga highlights importance disseminating the Azores Destination in tourism markets
The Regional Secretary for Tourism and Transport stated in Lisbon the need to disseminate the Azores Destination in tourism markets to attract more tourists and ensure the sustainability of the tourism sector in the Region.
Speaking to journalists in Lisbon at BTL - International Tourism Fair, Vítor Fraga said "the major investment in terms of promotion has to be made in tourism markets; therefore, our efforts to promote the destination have to be always carried out abroad."
"The national market is an important market for us," the Secretary for Tourism said, recalling that, last year, this market exceeded half a million overnight stays in the Azores.
In addition, the Regional Secretary reminded that the Region has been repositioning the destination in the national market, going from a nature contemplation destination to an active nature destination, and has promoted a strategy towards the direct communication with potential tourists.
"The impact of this communication is also mirrored in the media we use, which are not limited to traditional means," said Vítor Fraga. He defended that digital media, such as social networks, "play a leading role and contribute in a very active way to communicate on a daily with potential visitors and capture their attention so they can visit" the Azores.
Moreover, the dissemination of the Azores Destination is no longer made through institutional communication, often used in the past. Now, it is made directly with potential tourists, "showing them a series of activities they can enjoy in the Region and highlighting what is most precious for us: the unique nature of the archipelago."
Vítor Fraga pointed out the Azores stand in this event as an example of the regional image by combining endogenous materials with new technologies.
"On the one hand, it shows what distinguishes us and makes us unique and, on the other hand, the modernisation of a destination that offers unforgettable moments to all those who visit us," said the government official.
Vítor Fraga highlighted the transition from whale hunting to whale watching as an example of what the region has done, combining tradition with modernity.
"We need tradition for the operation of a tourism product whose quality is recognised internationally as in few other places around the world," said the government official.
The Regional Secretary also stressed the important contribution of tourism to the profitability of these activities in a perspective of generating value and wealth, being one of the development goals of this sector.
"Tourism is only good, if it is good for those who live in the Azores. It should be synonymous with wealth generation and job creation, thus contributing to the revitalisation and modernisation of our society," said the government official.
The Secretary for Tourism also stressed the commitment of the Government to further develop this sector through joint work between public and private entities, which has already placed the regional tourism at a good level of development. However, there is still room for improvement.
"This is the most important commitment we have all assumed. We should continuing working towards the economic, environmental and social sustainability of the sector," said Vítor Fraga.