The Algarve Tourism Association (ATA) launched an ambitious promotional campaign in January, showcasing the region at several major tourism fairs across Europe. The goal was to attract more international visitors and highlight the Algarve’s diverse appeal, from its stunning beaches to its adventure and cultural offerings.
Kicking Off in the Netherlands
The campaign began at the Vakantiebeurs in Utrecht, Netherlands, from January 8 to 12. As the largest tourism fair in the country, the event allowed the Algarve to connect with Dutch holiday planners. The region’s unique attractions, including its beautiful coastline and rich cultural heritage, were prominently featured to draw interest from potential visitors.
Adventure Tourism in London
Next, the Algarve team traveled to London for the Adventure Travel Show on January 11 and 12. Partnering with Madeira and the Azores, the Algarve promoted Portugal as a top destination for adventure tourism. Supported by local partners like BikeTours Portugal and Megasport, the focus was on outdoor activities such as hiking, cycling, and water sports, aiming to attract nature lovers and thrill-seekers.
Expanding Reach in Finland and Austria
In mid-January, the Algarve split its efforts between two key events: the Matka Nordic Travel Fair in Finland and the Ferien-Messe Wien in Austria, both held from January 16 to 19. At Matka, the Algarve targeted Northern European travelers, while in Vienna, it aimed to appeal to Austrian tourists. These fairs provided valuable platforms to reach new markets and showcase the region’s unique charm.
Highlighting Outdoor Activities in Germany
From January 18 to 26, the Algarve participated in CMT Stuttgart, one of the world’s largest travel fairs. The focus was on the region’s natural landscapes and outdoor activities, emphasizing its mild climate and suitability for adventure enthusiasts.
Strengthening Ties in Spain and Ireland
The Algarve also attended FITUR in Madrid on January 22 and 23, a key event for connecting with airlines, tour operators, and media. This was particularly important for strengthening ties with Spain, a primary market for the region. Additionally, the Algarve was present at the Irish Travel Industry Awards on January 23 and the Holiday World Show in Dublin from January 24 to 26, where it aimed to inspire Irish travelers and solidify its position as a top destination.
Targeting Business and Luxury Travelers
The campaign concluded with two final events. From January 30 to February 2, the Algarve attended the Break the ICE Workshop in Brussels, targeting the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector. Simultaneously, the region participated in the FESPO & Golfmesse in Zurich, appealing to Swiss travelers interested in premium golf courses and outdoor leisure.
A Vision for Growth
Through these strategic efforts, the Algarve Tourism Association aims to position the region as a versatile, year-round destination for travelers worldwide. André Gomes, ATA’s president, expressed confidence that these initiatives will boost the Algarve’s international profile and drive significant tourism growth by 2025. The campaign underscores the Algarve’s commitment to becoming a leading destination for adventure, luxury, and cultural tourism.
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