Tourism Experience
Alentejo Tourism Repositioning Plan
At the request of the Alentejo Regional Tourism Authority, Horwath HTL Portugal developed the Alentejo Tourism Operational Plan – a strategic project that played a crucial role in repositioning tourism in this region, both nationally and internationally.
The project was characterised by the active collaboration of a wide network of stakeholders, including business agents, institutions and civil society in Alentejo, who contributed to the conceptual and operational definition of the plan. The positive impact of this work was widely recognised in 2010, when the Alentejo received several distinctions, such as Best National Tourism Region (Publituris Portugal Travel Awards and Secretary of State for Tourism) and Best National Destination (World Travel Market Global Awards).
Project Scope
At the request of the Alentejo Regional Tourism Authority, we developed the Alentejo Tourism Operational Plan, a strategic initiative designed to reposition the region as a premier destination on both national and international stages. This comprehensive project aimed to enhance the appeal of Alentejo, leveraging its unique cultural, historical, and natural assets to attract diverse visitor segments and foster sustainable tourism growth.
The project began with an in-depth analysis of Alentejo’s existing tourism offerings, market position, and competitive landscape. This involved evaluating key sectors, including cultural heritage, gastronomy, wine tourism, and eco-tourism. The research also considered visitor trends, preferences, and feedback to identify strengths, gaps, and areas for development.
Based on this foundation, the operational plan outlined targeted strategies to elevate Alentejo’s profile. These included marketing initiatives tailored to different markets, the development of new tourism products, and the enhancement of existing experiences to align with global travel trends. Infrastructure improvements and investment opportunities were also prioritised to ensure the region’s capacity to meet increasing demand while preserving its distinctive character.
The plan incorporated sustainability as a core principle, focusing on preserving Alentejo’s natural landscapes and cultural heritage while supporting local communities. Collaborative efforts with stakeholders, including local businesses, municipalities, and industry organisations, were integral to ensuring broad support and successful implementation.
The Alentejo Tourism Operational Plan has played a pivotal role in transforming the region into a sought-after destination. By providing a clear strategic framework and actionable recommendations, the project has contributed significantly to the sustainable growth of tourism in Alentejo, enhancing its reputation and economic impact both nationally and internationally.
Project Location
Alentejo, Portugal
