TOURISM ACTIVITIES
C H A L L E N G E S P R O B L E M S O P P O R T U N I T I E S 2021
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THE FUTURE OF TOURISM
In the past years, Portugal has strengthened its position as the world's best destination when it comes to Tourism. The tourism sector represented more than 8% of the GPD in 2019, placing Portugal in the top 5 European countries where tourism contributes more to the GPD. With the immense growth of the sector in recent years, tourism operators have increased, there is more demand, more supply, more investment, and more tourists. Even though the Tourism sector has grown quite rapidly, its growth is not equally felt in the rural areas of Portugal, where rural Tourism and nature experiences are just now taking a step towards new developing opportunities.
The digital transformation of Tourism is crucial in a phase all stakeholders have been highly affected. The pandemic situation left this sector in a struggling position, contributing to the end of some small and medium businesses. Therefore, this is the right time to make the right adjustments and decisions towards a new Tourism cycle to start soon.
The result of this effort is the entrepreneurial community we can now find in Portugal, united to face the adversities and conquer new markets and business models. With the increase of tourism startups comes the necessity to create a match between the needs of the market and the startups’ products and services.
More and more initiatives have been organized in recent years with a national effort to bring new and innovative approaches to the traditional Tourism we used to know. From identifying challenges and creating startups to helping the startups to grow, many contributions have been made in order to keep the sector growing disruptively but sustainably.
Hence, this necessity urges us to create platforms and build bridges that can identify the needs of the market, before and after the pandemic, and make sure the entrepreneurial ecosystem is aligned with the real pains of their customers.
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WHAT TO EXPECT
________CONTEXT O N E ___________SURVEY RESULTS T W O ________THINK TANK T H R E E ____________CONCLUSIONS F O U R 3
W H Y A R E
CONTEXT
______WE HERE?
WHY ARE WE HERE? S U R V E Y
NEST – Tourism Innovation Center of Portugal joined forces with Fábrica de Startups to create a diagnostic cycle of surveys and Think Tanks aiming to study the Portuguese tourism market and identify main challenges, needs, and opportunities within the tourism innovation processes.
Four main vertical areas of the Tourism sector were identified in order to conduct the study, namely: Gastronomy & Restaurants, Hospitality, Tourism Activities, and Points of Interest.
Each cycle was divided into 3 steps, firstly a survey, secondly a Think Tank, and thirdly a report.
On the first step, a survey was conducted and distributed through a selected group of specialists who are responsible for making decisions, defining strategies, and ensuring operational processes within each of the vertical areas. Throughout the survey, we have collected information regarding the main challenges in the sector, the impact of the pandemic situation, and the future opportunities regarding innovation, digitalization, and sustainability.
For the Think Tank, we have invited another selected group of people, from decision-makers to operational employees with proven experience in a particular vertical area, to a dynamic workshop. The Think Tank was piloted to identify specific internal and external struggles in the sector in order to generate a set of potential opportunities for new products, services, and businesses.
This report purposes to portrait the results of the first cycle of innovation regarding identifying new opportunities for the future of the Tourism sector, mainly, the Tourism Activities.
Following these 4 steps, NEST intends to open a call for national and international startups to develop innovative solutions for the identified opportunities of each sector.
T H I N K T A N K R E P O R T
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VERTICAL AREAS
GASTRONOMY AND RESTAURANTS
Considered as a cultural patrimony, gastronomy is proven to be one of the main factors when choosing a touristic destination.
How is the sector adjusting to the online channels?
Are restaurants taking advantage of the new technologies?
How to engage with their communities?
TOURISM ACTIVITIES
The range of new activities in Portugal is widely growing in the urban cities. The key to succeed is how to differentiate your solution and target it.
What is the future customer journey?
How to become more sustainable?
How to add value and create an unforgettable and repeatable experience?
HOSPITALITY
Breaking records in the occupancy rate in 2019, the hospitality sector has grown rapidly, at the point of attracting international investment in Portugal.
What has changed in the hospitality sector?
How to leverage new technology?
What are the new trends and customer behaviors?
POINTS OF INTEREST
The patrimony of Portugal is equally spread through its territory, whether we are talking about museums, palaces or nature. Mobility is the key to ensure a seamless experience for the tourist.
How to analyze the fluxes of tourists?
How to guarantee an easy and sustainable mobility of tourists?
How to leverage tech solutions?
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TOURISM ACTIVITIES
Portugal has a rich and highly recognized heritage which, together with a mild and sunny climate, makes tourist activities one of the main branches of tourism.
The tourist when coming to Portugal will have the opportunity to experience varied activities that appeal to culture, the environment, music and Portuguese life. Therefore, it is important to look more closely at how the sector has evolved and what are the main struggles to be overcome.
The customer is increasingly demanding and the sector needs to innovate and improve quality standards to ensure the future of business in the long term. Technology is important to help the sector to adapt quickly to new behaviors and trends, without forgetting that tourists are looking for a unique, unforgettable and personalized experience.
How to create innovative concepts applied to the Tourism Activities sector, in a successful strategy for a new customer journey?
How to communicate the authenticity of the Portuguese culture through Tourism Activities?
How to guarantee excellent service with a focus on quality and sustainability standards?
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FILIPA OLIVEIRA
It’s necessary to rethink cities against tourism massification. The harmonization between tourism and city lives must be pondered and done.
“ ” A L F A C I N H A L X
W H A T A R E T H E ______CHALLENGES
SURVEY RESULTS
THE SURVEY
The survey was sent and answered by a group of 43 targeted people to make a curated and realistic diagnostic regarding the current situation of the Tourism Activities sector. Among the group of people, there were decision -makers in the Tourism Activities sector, Tourism companies owners, tourism specialists, operational staff as well as Directors.
Most of our invited experts were Portuguese (88%), 34% were working in the Lisbon Region, and 28% in the center of Portugal. 63% of our participants are owners of Tourism Activities companies, while 23% are managers of this type of this sector business.
The diversity of the group was crucial to identify the key challenges across the value chain of the sector.
The goal of this survey was not to be statistically valid but to have a qualitative approach to the challenges and opportunities of the sector.
The following pages represent the main results of the survey, by pointing out the main challenges, problems, and opportunities.
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EXPERTS PROFILE
Most of our experts are working in a small sized company
More than half are owners of a Tourism Activities business…
Focusing on both national and international customers
12% 0 - 10 EMPLOYEES 10 - 30 EMPLOYEES 88%
60% 7% 33% BOTH INTERNATIONAL CUSTOMERS NATIONAL CUSTOMERS
63% 23% 7% 7% N/A OPERATIONAL DIRECTOR/MANAGER OWNER 11
MAIN CHALLENGES
These clusters were built after an open question in the survey regarding the main challenges the sector will face in the near future. These answers were crucial to defining the Think Tank challenges.
In the short term, our experts expect the following challenges for the sector
SERVICE QUALITY
* 12 8% CUSTOMER TRUST TRAVEL RESTRICTIONS CUSTOMER’S PURCHASING POWER COMMUNICATION & MARKETING DIVERSIFYING THE OFFER HEALTH & HYGIENE BUREAUCRACIES 19% 12% 9% 9% 9% 7% 7% 7% NEW CUSTOMER BEHAVIOUR
SPECIFIC CHALLENGES
Participants were asked to pick 3 specific challenges from a giving list. The numbers presented in the chart represent the percentage of participants which picked a specific challenge. This representation method was adopted throughout similar questions of the survey analyzed in the following pages.
From a list of specific challenges, these are the most felt
IMPROVE CUSTOMER EXPERIENCE
IMPLEMENT A DIGITAL MARKETING STRATEGY
DIVERSIFY THE SERVICE OFFER
GUARANTEE A SAFE ACTIVITY
DEVELOP AN ENVIRONMENTAL SUSTAINABILITY
OBTAIN AND MAINTAIN QUALITY OF SERVICE PARAMETERS
IMPROVE AND AUTOMATE OPERATIONS
IMPROVE COMMUNICATION WITH CUSTOMERS
IMPROVE QUALIFICATION OF HUMAN RESOURCES
IMPROVE BOOKING MANAGEMENT
* 49% 42% 37% 37% 35% 33% 26% 7%
OTHER 13 16% 14% 5%
PANDEMIC IMPACT
How much has the sector been affected during the pandemic in terms of revenues?
Most people identify the decrease of clients as the most important factor for their struggles
21% 28% 37% 28% 7% 0% - 20% 20% - 40% 40% - 60% 60% - 80% 80% - 100% 93% 54% 54% DECREASE IN INTERNATIONAL CLIENTS ADAPTING THE BUSINESS TO THE PANDEMIC RESTRICTIONS DECREASE IN NATIONAL CLIENTS PRICE AND REVENUE ANALYSIS COMPLEMENTARY SERVICES OPTIMIZATION ENSURE SUPPLIERS’ MANAGEMENT 14 19% 23% 26% 33% ENSURE THE SERVICE’S QUALITY
PANDEMIC SUPPORT
The most efficient support to the sector was considered to be the non-refundable treasury support
What were the main operational struggles?
COMMUNICATION 63% 61% 51% 40% 35% 30% CONTROL OF SOCIAL DISTANCING SANITATION AND SAFETY HEALTH PROCEDURES RESERVATION MANAGEMENT HYGIENE PROPER SIGNAGE DIFFERENTIATED TRANSPORTS OTHER NON-REFUNDABLE TREASURY SUPPORT 63% 51% 44% 42% 21% TAX REDUCTION LAY-OFF TOURISM INCENTIVES AND PROMOTION TURISMO DE PORTUGAL SUPPORT INCREASE LOAN PERIOD FUNDING LINES SUPPORT TRAINING OPPORTUNITIES DIGITALIZATION INCENTIVES 21% 19% 16%
23% 15 9% 9% 2%
NEW BEHAVIOURS
How much have customers changed their demand behaviour?
Evaluate how the customers’ high standards will be, after the pandemic?
What will customers value the most, after the pandemic?
0. NOTHING AT ALL 5. TOTALLY CHANGED 49% 21% 5% 25%
0. NO HIGH STANDARDS AT ALL 5. EXTREMELY HIGH STANDARDS 5% 13% 50% 29%
SUSTAINABILITY 2% SERVICE QUALITY 51% LESS CROWDS 28% HYGIENE AND SANITATION 19% 0% 0% 16 AVERAGE 3.8 AVERAGE 4
3. SOMEWHAT CHANGED
3. MODERATE STANDARDS
TÂNIA COSTA
The word that defines tourism at a moment like this is authenticity: the most authentic and adaptable destinations might be the first ones to reopen the economy.
“ ” M E D U S E
CUSTOMER DIGITALIZATION
How is the digitalization of the customer perceived, 6 months prior to the survey and in the following 6 months.
7% 35% 9% 40% 34% 9% 2% 0% 0% 0% 6 MONTHS BEFORE 6 MONTHS AFTER 0. NOT DIGITAL AT ALL 1 2 3 4 5. EXTREMELY DIGITAL 18 47%
SECTOR DIGITALIZATION
In which areas?
How digitalized was the sector before the pandemic?
How important will the digitalization be, after the pandemic?
In which areas?
3. SOMEWHAT IMPORTANT
5. EXTREMELY IMPORTANT
MARKETING COMMUNICATION CHANNEL SALES CHANNEL BOOKING CHANNEL THE SERVICES OFFERED INTERNAL OPERATIONS DELIVERY CHANNEL 82% 63% 63% 61% 16% 9% 5% 19 AVERAGE 3 0. NOT DIGITAL AT ALL 0%
0%
5. EXTREMELY DIGITAL
0. NOT IMPORTANT AT ALL
19% 42% 16% 12% 7% 26% 67% AVERAGE 4.6 12%
3.
SOMEWHAT DIGITAL
THE SERVICES OFFERED MARKETING SALES CHANNEL COMMUNICATION CHANNEL INTERNAL OPERATIONS BOOKING CHANNEL OTHER 26% 23% 16% 12% 9% 2% 12%
RESOURCES & TECHNOLOGY
Select from the list, the most important technologies to adopt right now
Evaluate how developed are the technical skills of the staff to implement this digitalization?
AVERAGE 3.1
0% 0. NOT DEVELOPED AT ALL
EXTREMELY DEVELOPED
5.
DATA ANALYSIS TOOLS PLANNING TOOLS OPERATIONS MANAGEMENT SYSTEM FINANCIAL SOFTWARE 16% 58% 14% 33% 33% 21% 9% 12% APP DEVELOPMENT AND MANAGEMENT WEBSITE DEVELOPMENT AND MANAGEMENT CRM SOLUTIONS GDPR & DATA BASE 72% 40% 35% 35% 14% 20 DIGITAL MARKETING AND SOCIAL MEDIA BOOKING SOFTWARE
DEVELOPED 7% 2% MICROSOFT OFFICE
3. SOMEWHAT
OPPORTUNITIES
The most relevant opportunities for the sector are very well distributed between the given options
SUSTAINABILITY 76% NEW CUSTOMER HABITS 69% QUALITY 57% DIGITALIZATION 45% TEST NEW PRODUCTS 36% 18% SPACE OPTIMIZATION 17% 21
TECHNOLOGY
There is no doubt that technology is a source of improvement for the sector?
What are the most relevant technological solutions for the sector?
What about sharing and circular economy? Which strategies are more important to adopt?
21% 95% 5% YES NO 78% DIGITAL PLATFORMS OPERATIONS’ AUTOMATION CASHLESS & CARDLESS DATA ANALYTICS VIRTUAL REALITY ARTIFICIAL INTELLIGENCE INTERNET OF THINGS BLOCKCHAIN PAYMENTS 59% 42% 39% 27% 24% 22% 7% 22 OTHER
NEUTRAL OR POSITIVE ENVIRONMENTAL IMPACT 51% 21% 19% POSITIVE IMPACT ON LOCAL COMMUNITIES AGILE RESOURCE SHARING LOCAL RESOURCES AND SUPPLIERS 9% 2%
T H I N K I N G
______THE SECTOR
THINK TANK RESULTS
CONCEPT
The Think Tank was an online session with the presence of a small group of experts in the field of tourism activities, coming together to think about the main struggles of the sector and explore future opportunities to solve them.
A group of 16 people was invited to participate in a dynamic regarding the future of the sector. The dynamic was conducted by Fábrica de Startups using a design thinking approach to identify challenges, find main struggles and detect possible solutions. Prior to the Think Tank, Fábrica de Startups selected the main 4 challenges the sector is facing at the moment, based on the results of the survey. These challenges represent the foundation of the exercise where each team is assigned a specific challenge. Subsequently, each team will have to choose a specific customer segment and go through the customer journey to find the key frustrations. After identifying the main pains for the customer segment, participants are invited to evaluate and select only one problem to which they will, later, find possible solutions.
During the think tank the following metrics were taking into consideration:
Customer segments. Different contexts.
Problems and pains.
On the next pages, we will show you the process that each team went through and the main conclusions. The outcome is specific enough to be more than just a theorical exercise but broad enough to allow different approaches to the identified problems and opportunities.
O U R
F I V E
S I X T E E N
I G H T
F
Opportunities/solutions E
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FOUR CHALLENGES
Prior to the Think Tank and taking in consideration the results of the survey, Fábrica de Startups selected the main 4 challenges the sector is facing at the moment. These were the challenges that shaped the Think Tank focused on the Tourism sector.
ENSURE QUALITY EXPERIENCES TO THE CUSTOMER
How to guarantee a safe experience?;
How to ensure a trustable service?;
How to exceed customer's expectations?
T
IMPROVE COMMUNICATION & MARKETING STRATEGY
How to gain the trust of the customers?;
How to manage a multi-channel strategy?;
How to communicate to new markets?
DIVERSIFY THE OFFER
How to diversify services?; How to attract new markets?; How to adjust to new customer behaviors?
DEVELOP A SUSTAINABLE STRATEGY
How to reuse resources?; How incorporate circular economy practices?
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O N E
H R E E
T W O
F O U R
ENSURE QUALITY EXPERIENCES TO THE CUSTOMER: OPPORTUNITY #1
ACTIVITY
This is the step where customers experience and live the tourist activity.
MAIN PROBLEM:
The chosen problem is based on the quality and diversity of services made available to the family. Activity should also be interesting for adults as for children. How can Tourism operators provide great activities for a family where there is a great difference of ages and interests among themselves?
SECONDARY PROBLEM: Ensure the quality of equipment for tourist activities.
MAIN OPPORTUNITY:
Tourist companies and operators should adapt their service so that activities are adjusted to various age groups, even in differentiated moments of the activity.
1 2
C O N T E X T P R O B L E M S 26
O P P O R T U N I T I E S 3
FAMILIES (MIDDLE-LOWER CLASS) CHALLENGE #1
ENSURE QUALITY EXPERIENCES TO THE CUSTOMER: OPPORTUNITY #2
CHALLENGE #1
BOOKING
This context deals with the schedule of tourist activity. This schedule can be online or offline.
MAIN PROBLEM: Companies have difficulties in using the software or platforms available for communication and marketing.. How to communicate properly to the target audience that corresponds to their activities and what platform should they use?
SECONDARY PROBLEM: A greater diversity of options and solutions according to customers’ needs.
MAIN OPPORTUNITY:
The solution goes through acquiring knowledge on platforms such as Google Analytics and Facebook Analytics. The Sales and Marketing team should have training in these topics for more targeted communication and with higher cost-effective.
O P P O R T U N I T I E S
1 2 3
C O N T E X T P R O B L E M S 27
SALES & MARKETING
FERNANDO JARDIM
The tourism operators must be connected with governments, destination markets and organizations. It’s no use being resilient if we do not have a marketing and communication strategy. The countries that will attract more tourists are the ones where all the players are connected.
“ ” M A D E _____OF LISBOA
DIVERSIFY THE OFFER
CHALLENGE #2
RESEARCH
This is the step in which the person search about the tourist activity that intends to do. Usually, this Research is made online and via platforms of this sector.
YOUNG ADULTS
MAIN PROBLEM:
The lack of knowledge of what exists. Some hotels sell offline activities and the tourist will be able to understand the locations and the options. However, when we enter the leading reserve platforms, there is no complementary information than what to do in the city.
SECONDARY PROBLEM:
Excess information without comparison or feedback.
MAIN OPPORTUNITY:
The solution will be a GDS (Global Distribution Systems) systems. An availability manager that places us within majority the operations Tourism Activities platforms and where, through an intranet, the hostels, agencies, etc. can sell an activity.
1 2
C O N T E X T P R O B L E M S 29
O P P O R T U N I T I E S 3
DIVERSIFY THE OFFER
CHALLENGE #2
ACTIVITY
This is the step where customers experience and live the tourist activity.
MAIN PROBLEM:
FAMILIES
(MIDDLE-LOWER CLASS)
Several activities are not well explained and there is a mismatch between the expectation and reality of a family. For example, a family with a 4-year-old kid, schedules a snorkelling activity. During the experience, what does this 4-year-old will do?
SECONDARY PROBLEM: Difficulty in communicating during activity due to different languages.
MAIN OPPORTUNITY:
Adaptation of activities thinking of all elements of the family: children, elderly, etc. so that they can do the same or other activity at the same time.
1 2
C O N T E X T P R O B L E M S 30
O P P O R T U N I T I E S 3
TIAGO BOTELHO
The best word to define the future of tourism is sustainability. It might not be the most disruptive concept, but it needs to stop being just a trend or commodity to become the companies’ bottom line – it must be part of the businesses’ strategy.
“ ” P I C O S _____DE AVENTURA
IMPROVE COMMUNICATION & MARKETING STRATEGY: OPPORTUNITY #1
CHALLENGE #3
FEELING THE NEED
This context deals with the feelings of desire to break a routine and miss a tourist or cultural activity.
FAMILIES (UPPER CLASS)
MAIN PROBLEM: The main problem is to identify an activity, an experience, a reason to leave the house and visit the country itself. The lack of knowledge of what to do in Portugal is the main problem.
SECONDARY PROBLEM: The relationship between the price and the stock value of tourist activity.
MAIN OPPORTUNITY:
As a solution, the formatting of new products - families do not want to visit the same monuments but have different experiences, more exclusive. Encourage the formatting of authentic, innovative and sustainable products, creating strategies to promote and disseminate experiences out of the box, visually appealing. VR technologies or partnerships with influencers can be used so that they are appealing to experience.
1 2 C O N T E X T P R O B L E M S 32
O P P O R T U N I T I E S 3
IMPROVE COMMUNICATION & MARKETING STRATEGY: OPPORTUNITY #2
CHALLENGE #3
RESEARCH
This is the step in which the person search about the tourist activity that intends to do. Usually, this Research is made online and via platforms of this sector.
MAIN PROBLEM: How to set the communication and marketing strategy (public target, platform and language) so that you can increase demand and execute sales?
SECONDARY PROBLEM: How to perform marketing strategies?
MAIN OPPORTUNITY:
SMEs can have access to more affordable marketing planning and implementation services. Access to creating a branding that allows a relationship with the customer and the brand.
1 2 C O N T E X T P R O B L E M S 33
SALES & MARKETING O P P O R T U N I T I E S 3
CRISTINA PAIVA
Tourism is like a rollercoaster - there’s ups and downs, and we must go along and do our best.
“ ” G U I A _____INTÉRPRETE OFICIAL
DEVELOP A SUSTAINABLE STRATEGY: OPPORTUNITY #1
CHALLENGE #4 ACTIVITY
This is the step where customers experience and live the tourist activity. FAMILIES
MAIN PROBLEM:
Massed tourism, with fewer financial resources. This is a common problem in this persona: lots of quantity and low quality, standardized tourism and poorly prepared structures to give competitive prices. Competition for the price ends up offering a very reduced added value proposition.
SECONDARY PROBLEM:
What can the tourist do for local communities?
MAIN OPPORTUNITY:
The opportunity goes through greater involvement with local communities. In high season look for more alternative destinations and in season low encourage tourism on sites where price is higher in summer such as the Algarve.
1 2 C O N T E X T P R O B L E M S 35
(MIDDLE-LOWER CLASS) O P P O R T U N I T I E S 3
DEVELOP A SUSTAINABLE STRATEGY: OPPORTUNITY #2
CHALLENGE #4 ACTIVITY
This is the step where customers experience and live the tourist activity. FAMILIES
MAIN PROBLEM:
What to do for local communities? How to be an active tourist and engage with the local community, helping and contributing to social, environmental and cultural actions. The tourist wants to contribute to fair trade and sustainability, wants to feel good about it and pass good values to children.
SECONDARY PROBLEM:
How to do activities that economically can not afford?
MAIN OPPORTUNITY:
The solution can be used an interactive map with travel programs and local, social, cultural and environmental needs of each destination. Have a proposal for experiences that can help the place where they are inserted.
1 2 C O N T E X T P R O B L E M S 36
CLASS) O P P O R T U N I T I E S 3
(MIDDLE-LOWER
TERESA FERREIRA
Tourism Activities are indispensable as they are a source of emotion, which is what everybody looks for when they travel.
“ ” T U R I S M O _____DE
PORTUGAL
T H O U G H T S A N D
______OPPORTUNITIES
CONCLUSIONS
CONCLUSIONS
The survey combined with the Think Tank’s outputs allowed us to recognize and categorize several challenges and trends the Tourism Activities sector is facing at the moment. During both phases, experts of the area come together to create a reflection on the main struggles that need to be solved in the short and mid-term.
The topics of communication and marketing were mentioned several times during the session. Experts consider that this is where we need to innovate and create new approaches to improve customer experience. Communication was addressed not only in the need to better know how to communicate with the target audience on the appropriate platform, such as communicate more effectively to the true offer of tourist activities in Portugal.
experience, such as the implementation and communication of a more customer-oriented strategy. In order for these market trends to be met, it will be essential to leverage the processes of innovation in technology and solutions of the initialization ecosystem in the sector of tourist activities.
One of the main conclusions of this study is that the sector is currently focused on personalized and unique experiences and has a real need to develop the communication and marketing strategy.
It was clear during the Think Tank session that the focus is on the client and in the way the sector of the tourist activities positions to give an integrated customer experience taking into account all types of family and the various family members.
Experts also identified a clear need to develop more activities that accompany all family members, that is, to adapt the tourist activity taking into account the different ages and interests in order that everyone has an enriching experience.
To summarize, we can conclude that the future of the sector is highly targeted for a service that aims to be the most integrated possible in the provision of services. To succeed in this task, it is intended to adopt strategies that can meet customer needs, be a unique
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MAIN CHALLENGES
ENSURE QUALITY EXPERIENCES TO THE CUSTOMER
FOCUS: a quality experience for all segments.
DIVERSIFY THE OFFER
FOCUS: quality in the communication of the offer of tourism activities.
How to offer a good experience to the whole family?
How to communicate to the different target audience?
How to have an effective marketing strategy?
How to tackle the lack of information from the tourism activities?
How to communicate the tourism activities correctly?
How to diversify the offer of tourist activities?
Create a more diverse offer; Understand the different platforms and their objectives; Marketing training for better customer communication.
Create a Global Distribution Systems; Create more precise content with the required information; Have varied offer for all members of the reserve.
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MAIN CHALLENGES
IMPROVE COMMUNICATION & MARKETING STRATEGY
FOCUS: communicate the offer of activities in Portugal with customers.
DEVELOP A SUSTAINABLE STRATEGY
FOCUS: approaching local communities through tourist activities.
How to identify a varied offer?
How to reach the target audience?
How to increase sales?
Create new products, activities for new experiences; Using new technologies as more effective communication; Create marketing plans and communication implementation services.
How to avoid mass tourism?
How to involve tourists and communities?
How to contribute to sustainable tourism?
Having a diversified offer outside the high season; Create interactive map with local and cultural programs; Creating local and community experiences for tourists.
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MARTA POGGI
A word to define the future of tourism activities is Phygital: because of the pandemic, we realized that we are neither exclusively online nor offline, we are in the physical and digital worlds at the same time. Experiences are going to be more sensorial each time and we will need all the technology to promote more unique and genuine experiences.
“ ” S T R A T E G I A _____CONSULTORIA TURÍSTICA
THANK YOU
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