9º Debate Regional EACD Lisboa 15 de Maio, Hotel Altis Lisboa (sponsor do evento), dedicado ao tema “Territorial Reputation Management: leveraging the Portuguese Experience”, centralizado na necessidade de reforço das Marcas glocais, melhoria da imagem externa e desenvolvimento de uma estratégia reputacional que integra todos os stakeholders e cria valor para o País, suas regiões / clusters e principais activos nacionais (história, gastronomia, cultura, estilo de vida, paisagem, segurança, qualidade de vida, investigação científica e tecnológica…) com o objectivo último de moldar a experiência dos que nos visitam e incrementar a atracção e diferenciação em fortes relacionamentos e preferências por parte de congressistas-visitantes, turistas e investidores, contribuindo desta forma para o crescimento económico e social do país.

1. troiaresort
there’s a unique and perfect
place, to live, feel
and breathe
15 May 2012

3. 2000 years
of History

4. Tróia project 60-70

5. strategical
touristic destination

6. 30 Km
11 Km
Herdade da Comporta
Espirito Santo Group
Total Area: 63.057 ha Herdade do Pinheirinho
Pelicano Costa Terra
Resort Area: 1.711 ha
Semapa
2,7 % Occupation

7. Region Area (ha) Nº Beds Beds/1.000 ha
Alentejo Litoral 530.300 36.300 68
Algarve 499.500 440.590 882
12x less
dense

8. Source: Region Branding for Alentejo Litoral Survey analysis

9. feel far away
so nearby

10. a unique and perfect place
to be with the family,
less then 1 hour from Lisbon

11. an ocean of
tranquillity
© Turismo do Alentejo

12. one of the best golf courses
in continental Europe

13. environmental quality
as prior goal
© Pedro Narra

14. one of the most important
fish-salting production centers
of the Roman Empire

15. here the wind is always
favorable

16. the comfort of your
property
.

17. international tourism
the future

18. international tourism
forecast 2012

19. international tourism
off to a strong start in 2012
The first results of 2012 indicate that international tourism continued to show sustained
growth in spite of challenging economic conditions.

20. Portugal
travel&tourism 2011 figures
Gross Domestic Product: TOTAL CONTRIBUTION
26.2bnEUR (15.2% of GDP)
EMPLOYMENT: TOTAL CONTRIBUTION
322.000 Jobs directly supported (6.6% of total employment).
866.500 jobs indirectly supported (17.8% of total employment)
VISITOR EXPORTS
Visitor exports generated 10.3bnEUR (17.3% of total exports)
Source: Economic Impact 2012 by World Travel&Tourism Council © Turismo do Lisboa

21. Portugal
a competitive destination
For the third year running Portugal was
among the most Competitive destinations
in the world in the Tourism and Travel
sector, and was ranked1 in 2011, 9th in the
EU and 6th in the Mediterranean Basin.
1 Total Contribution to GDP, Country rankings, 2011,
by the World Travel&Tourism Council (WTTC)
Source: Economic Impact 2012 by World Travel&Tourism Council © Turismo do Alentejo

22. “…gostaria que Portugal se tornasse
uma verdadeira Florida da Europa.”

23. 2nd home in Europe
Average units sold per year
between 2001-2011
France
20% Italy
20% 100.000
Portugal
5%
foreigners contributed
to a total
Malta, Chipre,
Croácia, Turquia revenues/exports of
e Grécia
5% some
Spain 9,75 bnEUROS
50%
per year!
Source: APR – Associação Portuguesa de Resorts

24. 2nd home in Europe
an opportunity
we have the
opportunity to
increase our share to
10% and an annual
revenue of
1,75 bnEUROS
 It will not be sustainable that Spain remains to sell 81% new housing to foreigners in
South Europe.
Portugal, considering the Government efforts and being the
country in Europe with more new Quality Resorts and the “new
countries”, such as Malta, Cyprus and Croatia, will occupy an important role,
on the coming decade, never forgetting the traditional and trendy consolidated
destinations, France and Italy.

25. "The best way to predict
the future is to create it.”
Peter Drucker (1909 – 2005)

26. thank you
see you in Tróia
jpmadeira@sonaecapital
www.troiaresort.pt