The Algarve Tourism Board has secured a prestigious World Travel Market Global Award in recognition of its marketing and branding activities which has created a new image for Portugal’s most important tourism region.
World Travel Market Chairman Fiona Jeffery presented the award to Nuno Aires, President of the Algarve Tourism Board, at today’s WTM 30th Anniversary VIP Opening & Reception Ceremony.
WTM’s Global Media Network, comprising key travel industry media around the world, put forward organisations and individuals which have contributed to their region’s travel and tourism industry. The Algarve Tourism Board was nominated by Publiturus. Its Editor-in-Chief, Ruben Israel Obadia, jointly presented the award with Jeffery and London Mayor Boris Johnson.
The “ALLgarve” initiative, launched in 2007, is a clear indication that the region’s tourism authorities realized they needed to offer the modern travelers more than a standard beach break. The idea behind ALLgarve is for a number of summer events to be promoted under the same brand, repositioning the region as a contemporary, varied and cosmopolitan destination.
For example, during the summer 2009 season, Allgarve events included: concerts by Seal and Joss Stone; a jazz festival; the sardine festival in Portimão, the World Kitesurfing Championship and modern art installations.
World Travel Market Chairman Fiona Jeffery said: “Forward-thinking destinations realised some years ago that holidaymakers wanted to do more their holiday than just get a suntan. The ALLgarve programme is an excellent template for any traditional beach-led destination to follow.”
Every year, World Travel Market Global Awards are presented. The other 2009 winners are: Beijing Tourism Administration, Air Canada, Gianfranco Battisti of Italian National Rail Company, Latin American tour operator CVC – Group, Mexican marketing body Consejo de Promocion Turistica, Moscow-based tour operator Capital Tour, Spice Jet Airlines, Carnival Corporation and Marco Livadiotti of Universal Touring Company, Yemen.
