Workshop “Turismo e Ambiente – a sustentabilidade como
vantagem competitiva ”
31/10/2007 | Faculdade de Ciências da Univ. Lisboa | 14.30 | Lisboa
TOURISM, WATER AND TERRITORY:
investing in key factors of regional competitiveness
José Miguel Lupi Caetano | MAPA SGPS | [email protected] | + 351 217812400
QUEM SOMOS
MAPA – Sociedade Gestora de Participações Sociais SGPS, SA
A MAPA, SGPS, é a empresa que se encontra no topo do Grupo.
As suas participações de capital, incidem sobre as empresas que representam
em primeira linha, os três sectores de actividade com intervenção:
Floresta & Energia, Ambiente & Território e Serviços.
MAPA, SGPS
MAPA Floresta e
Energia, SGPS
MAPA Território e
Ambiente, SGPS
MAPA Serviços,
SGPS
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O Factor Água nos negócios MAPA
Actividades agro-florestais | Aquicultura | Energia | Turismo | Outras
Atractividade do
território rural
Valorização
ambiental
Diferenciação
Meio e factor de
produção
Elemento
paisagístico
Recreio &
lazer
Valor sóciocultural
Suporte biológico
THE AGENDA
1. The Lisbon Region “water tourism competitiveness”
from the entrepreneurial and investment perspective
- A focus on the Southern part of the Region -
2. The WaterTour Project as a strategic experience and the
added value of the relation “tourism, water and territory”
3. The Herdade of Zambujal Tourism Project: quality,
sustainability, regional competitiveness
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1. The Lisbon Region “water tourism competitiveness”
from the entrepreneurial and investment perspective
A focus on the
Southern part
of the Region
SOME STRONG POINTS …
SOME WEAK POINTS …
Availability of natural and cultural resources eg.
The need of a stronger regional strategic vision for the
Arrabida Natural Park; Sado Estuary Reserve;
tourism sector;
Sand beaches; quality gastronomy; large pool of
Dispersion of entities and lack of coordination;
traditional products;
Proximity to Lisbon Metropolitan Area and to key
infrastructures and services (eg. Airport, trains,
harbours);
Need to raise quality of tourism products and services;
Lack of a strong international destination brand and
Diversity of tourism stakeholders and services;
awareness;
SOME CHALLENGES…
A new concept of tourism region: from a spatial approach to an entrepreneurial approach
A new attitude over tourism planning: Plan & Go
2. The WaterTour Project as a strategic experience and the
added value of the relation “tourism, water and territory”
1. Diagnosis of tourism sector in the Region
(Tourism resources / Data base of regional
operators and enterprises)
2. Construction of a Strategic Concept for
Watertourism development in the Region
3. To promote the cooperation with tourism
stakeholders in order to find new projects,
partnerships and investors for the implementation of
the selected strategies and actions
4. Development of tools and methodologies for
place marketing in the Region
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2. The WaterTour Project as a strategic experience and the
added value of the relation “tourism, water and territory”
1. Diagnosis of tourism sector in the Region
2. Construction of a Strategic Concept
The assessment of services and equipments presents an
interesting pool of available capacities and resources (per
municipality), with relevance for the regional tourism
sector eg. Harbours, Golf, etc.
2. The WaterTour Project as a strategic experience and the
added value of the relation “tourism, water and territory”
3. The identification of Key Projects & Partnerships
The recovery of old “Palafitte Harbours” in Sado Estuary as an
example of the relation between tradition & territory; water &
innovation; with potential benefits in terms of attractiveness.
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3. The Herdade of Zambujal Tourism Project: quality,
sustainability, regional competitiveness
Place: Lisbon Region -> Municipality of Palmela (Marateca / Águas de Moura)
Characteristics: 3.000 “keys”; 2 Hotels; 2 Golf courses;
Key Points: location; proximity to Sado Estuary and connected activities; local culture and heritage
Status: In approval phase; 2 construction phases during 10 years
3. The Herdade of Zambujal Tourism Project: quality,
sustainability, regional competitiveness
Concepts: Nature & Heritage; Tradition & Innovation;
Goals: tourism quality, sustainability, social responsibility
Landscape: integration, preservation, valorisation
Regional competitiveness: attractiveness, employment, taxes, indirect activities
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CONCLUSIONS
Water as key factor for the success of
the regional tourism competitiveness
Private & public bodies must share an
agenda towards sustainable tourism
development in the Region
OPENDAYS 2007 as an opportunity to
share experiences, to promote the
regional attractiveness and to look for
new partners & investors
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