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Law degree from the Faculty of Law of the University of Lisbon. Postgraduate in Labor Law and Legistics and Science of Legislation. Was Vice President of Turismo de Portugal and Deputy and Chief of Staff of the Secretary of State for Tourism. Coordinator and professor of the Postgraduate Tourism Law at the Faculty of Law of the University of Lisbon. Secretary of
State for Tourism since November 2015.
We spoke with Ana Mendes Godinho about the Historical Route of the Lines of Torres Vedras and the framing of this product within the national tourism strategy.
On a visit to the Lines of Torres Vedras, in May 2016, you became acquainted with part of this heritage and one of the six existing Interpretation centres, as well as with economic agents who integrated this thematic in their business area, for example through historic menus in the catering industry, jeep rides on the Historical Route of the Lines of Torres, and the region’s wines. Do you see potential for tourism in this heritage?
The Lines of Torres Vedras are an extraordinary product to promote the territory. I had unforgettable experiences during my visit and it is this kind of experience that attracts more and more people to Portugal because they are unique: to revive and understand the defensive strategies of the French Invasions at the interpretation centres (each one with a contextualization according to its localization,) to cover the invasions routes on an UMM, getting to know the spectacular lands-capes of the region, to visit a winery and taste the Oeste region wines, to try a history-based menu inspired on the region’s XIX century cuisine, to understand the communications system that made use of the ground’s characteristics, all this is to feel we are getting to know extraordinary places where the history of Portugal was decided.
Military tourism, particularly the French Invasions, is transversal to a territory extending from Almeida to Elvas, its apogee being the definitive defeat of the Napoleonic army in front of the Lines of Torres Vedras. In what way can this type of tourism contribute to the cohesion and development of the territory?
One of our main objectives, which we identified in the Tourism Strategy for the Decade, is to open the touristic map of Portugal, extending tourism to the whole of the territory and throughout the year. This has been one of our key priorities, and results show we are being successful through revitalization, promotion and dissemination of tourism products in regions traditionally considered less suited to tourism. Military tourism, and particularly the French Invasions, is a privileged tool to make those who visit us discover the whole of the territory, from Almeida, Idanha, Elvas, and, of course, all the regions covered by the Lines of Torres Vedras. With the intent of giving extra visibility to these products, we launched a program dedicated to military tourism – which, incidentally, was joined by RTP, who will be developing TV programs on the subject –, including a platform (www.turis-momilitar.gov.pt) that assembles routes based on heritage and national military history.
The topic of the French Invasions comprehends a vast territory and allows for the development of a partnership network, with both public and private operators, who can work together to generate touristic routes crossing the coastline with the hinterland, the North with the Centre, with Lisbon and the Alentejo. What role can Turismo de Portugal perform to boost military tourism?
The Turismo de Portugal has been working closely with the municipalities and the Ministry of Defence in identifying the military tourism routes all over the country for inter-national promotion. In the last few years, we have invested heavily in supporting the visit of journalists and international operators, with evident results in the visibility and inter-national affirmation of Portugal. In 2018, we have exceeded four thousand international awards and 40 thousand international articles on our country. The Turismo de Portugal has also been supporting events specific to the British market, and press trips to help promote and explore in loco the Lines of Torres Vedras.
If we consider that military tourism can actively contribute to the sustainability and country-wide distribution of visits throughout the year, it seems imperative that we qualify and value both human resources and tourism products. What actions are being undertaken to this effect?
The qualification and valorisation of the Tourism workforce are vital and one of the priorities of the government. We have increased the number of students attending the Turismo de Portugal schools, created new courses to keep up with demand and changed the curricula to meet the qualification and training needs for new tourism products. In order to improve articulation and responsive-ness, we launched a tourism training network which integrates both the polytechnic and the tourism schools. We devised a reform of the Turismo de Portugal schools, implementing a new organisational model and strengthening their role as local partners for the development of products, opening them to the community so that startups are able to develop new ideas and companies can supply ‘on job’ training. At the same time, we eliminated fees for students up to the 12th year, thus ensuring that the tourism schools are open to everyone. We operate two tourism schools in the Oeste region, namely at Caldas da Rainha and at Óbidos, which already are important training centres but still need to grow more.
The Lines of Torres Vedras safeguard, valorisation and promotion project was distinguished by the Turismo de Portugal, in 2011, with the award for the best requalification public project; in 2014 it was granted the Europa Nostra award and the Portuguese Parliament has instituted October 20th as the Lines of Torres National Day; lastly, in March 2019, the Lines of Torres were classified as National Monument. In what way can these facts contribute to the differentiation of national tourism and to the prestige of Portugal as a tourist destination of excellence?
Those are well-deserved distinctions, and they contribute to make the Lines of Torres a must-visit point to those who visit us. These recognitions are essential tools for promotion, particularly next to those markets that are now discovering Portugal and are specifically looking for classified heritage.
Tourism accounts for 18% of Portuguese exports. What strategy is being applied to consolidate, or even strengthen, this value and what place can military tourism aspire to have in it?
Structurally, tourism in Portugal is changing. We are being able to grow essentially in value (+45% in tourist revenue since 2015), opening the touristic map of Portugal – the faster-growing regions are the Centre, North and Alentejo – and seasonality is diminishing. Tourism has generated in 2018 a revenue of EUR 16.6 thousand million, accounting for 18.6% of total exports and 51.5% of the export of services. In 2017 and 2018 we experienced the greater absolute growth ever in terms of touristic revenue, having been able to diversify and attract markets that leave more value in Portugal. We want to pursue this route, promoting a sustainable growth, creating more value and using tourism as a tool for the development of the territory, with military tourism in its various dimensions –lines of Torres Vedras, routes of fortresses, lighthouses – having a great capacity to contribute to these aims.
Under the Tourism strategy, what part could the Lines of Torres Vedras and the French Invasions play while differentiating assets, not only on account of their history and singular identity in Europe, but also as qualifying assets, crossing gastronomical experiences, wine, horse-riding, golf, cycling and walking, surf, artistic and cultural events – namely festivals and 19th-century fairs –, that already take place in its territory?
Territories have to assert themselves by differentiation and the authenticity and sophistication of the experiences they offer. This region possesses all of these components. It is essential that all this offer is made available online, in a simple and accessible way, and that it is duly promoted on the Internet. The main purpose is to captivate people for a first visit, then the quality of the experience will invariably make the visitors return.
What incentives are available today for the structuring of new tourism products around thematic itineraries – accessibility and inclusion, sustainability –, capable of involving the local community and ensure the residents a return?
At the end of 2016 we launched the Valorizar program, devised specifically for the creation and structuring of tourism products in areas traditionally less touristic. Its success is attested by the 634 already approved projects in development stage. Other tools devised by the government can also qualify as this type of project, like the Linhas para a Sustentabilidade no Turismo (Lines for sustainability in Tourism) or the Qualificação da Oferta (Product Qualification). In these last two, the financial instruments that we mobilised leveraged EUR two thousand million.
What is currently being done, in terms of mobility in the territory and particularly in the centre and interior of the country, to improve response and endow these regions with the ability to generate more tourism attractiveness, as happens with the large cities?
Accessibility and mobility are vital if we want tourists to be able to visit the whole of the territory. Today we have arguably one of the best road networks in the world, and one that is increasingly used by those who visit us. The under-way qualification of the rail network and the effort put on electrical mobility are key to our strategy of opening the touristic map of Portugal. To this effect, it was decisive the affiliate and comprehensive construction of the Plano Nacional de Investimentos (National Investment Plan), which consecrates the structuring investments to be made in the next few years in both infrastructures and communications.
In face of the current situation of tourism, and particularly of the military tourism in Portugal, what advice can you give us for a greater efficacy and success in present and future actions?
It is essential to put an effort in the qualification of people integrating the various products of the route; in the digitalisation of product--related content and its promotion on the Internet; in differentiating anchor events that are able to generate notoriety; in the communication with international journalists; in the articulation with Lisbon as an entrance gate; and in targeting the markets that leave more value in the territory.
The RHLT puts an effort also in trying to prevent that the Lines of Torres Vedras and the French Invasions stay ‘locked’ to a strict concept of military tourism, instead providing diversity and crossing of experiences in the territory. In what way can differentiated tourism projects from young entrepreneurs be attracted, becoming a true alternative to ‘mass tourism’ and being able to attract some of the tourists that everyday land in Lisbon?
The Historical Route has here an excellent opportunity to join NEST – Centro de Inovação no Turismo (Centre for Innovation in Tourism) and develop a startup or business ‘acceleration’ program around its products. In the last two years we have backed 600 startups in ‘acceleration’ programs, having taken more than 70 to tourism fairs all over the world.
The Turismo de Portugal has been acknowledged and internationally distinguished for work in the area of communication, marketing and publicity of the destination Portugal. What advice can you give us in the sense of deconstructing a prejudice that still lingers around military tourism, taken by many as a small segment whose product matters only to academics, researchers, and the military?
We run a program dedicated to military tourism, and this is evidence of how much we value it. This program constitutes a decisive step in the deconstruction of the prejudice. The battle re-enactment events that I have attended (Almeida, Elvas, Salgadela, etc.) are a proof of the attraction capacity of this product, way beyond its academic allure. One just has to be there to attest this. That is the fundamental thing: to be there. Like in any battle...
