Tourism Experience
Strategic Tourism Development Plan for Fundão Municipality
Horwath HTL Portugal was tasked to set up the Fundão Municipal Tourism Company, which aimed to transform the municipality into a leading tourist destination, valorising its territorial resources, such as the emblematic cherry, heritage and cultural traditions.
Drawing up a Strategic Tourism Development Plan, combined with the involvement of the local community, was essential to boost sustainable tourism, energise the local economy and establish Fundão as a unique and authentic destination.
Project Scope
The project to establish the Fundão Municipal Tourism Company was a strategic initiative aimed at elevating the municipality of Fundão into a premier tourist destination. This endeavour sought to capitalise on Fundão’s unique territorial assets, including its iconic cherry production, rich cultural heritage, and vibrant traditions, to create a distinctive and appealing visitor experience.
The project began with a comprehensive analysis of Fundão’s tourism potential, identifying key resources and opportunities for development. Particular attention was given to the municipality’s agricultural heritage, notably its renowned cherries, which have become synonymous with the region. This analysis also explored the area’s historical sites, traditional crafts, and cultural events as integral elements of the tourism offering.
To drive this transformation, the Fundão Municipal Tourism Company was conceptualised as the central entity responsible for coordinating and promoting tourism activities. Its mandate included developing tailored tourism products, enhancing infrastructure, and fostering collaboration among local stakeholders, such as farmers, artisans, and cultural organisations.
The strategy prioritised the creation of themed tourism experiences, such as cherry blossom festivals, agritourism activities, and culinary tours, showcasing Fundão’s agricultural and gastronomic heritage. Simultaneously, initiatives were proposed to preserve and revitalise historical sites and traditional practices, ensuring their integration into the tourism narrative.
Marketing and branding efforts were designed to position Fundão as an authentic and vibrant destination, leveraging digital platforms and targeted campaigns to reach both domestic and international markets. Sustainability was a key principle, with projects aimed at balancing economic growth with the preservation of the region’s natural and cultural resources.
The establishment of the Fundão Municipal Tourism Company laid the groundwork for a cohesive and dynamic approach to tourism development, transforming the municipality into a leading destination while celebrating and preserving its unique identity.
项目地点
Fundão, Portugal
