We talked with Pedro Machado about the Historic Route of the Lines of Torres Vedras, the current state of Tourism in the face of the pandemic crisis and the challenges that lie ahead.
Tourism growth in the last few years was most notable in the Centre region of Portugal. In view of the pandemic crisis in Portugal and worldwide, we are perceiving a change in consumption habits. Should we expect this change to persist in the future?
The Centre of Portugal was, indeed, one of the regions where tourism demand has increased most in recent years. The numbers are self-evident. In five years, between 2015 and 2019, the total number of overnight stays rose 40.4%, in a growth trend that showed no signs of slowing down. Quite the opposite: in the first two months of 2020, demand rose by 20% over the same period in 2019, a remarkable performance. Then the Covid-19 pandemic arose, and everything changed. The flow of tourists stopped, and tourist activity was suspended. We believe, however, that this will be a temporary situation and that, once all conditions are met, the demand for the region will return to fairly positive levels - although, of course, the tourist experience will be different.
How is Tourism in the Centre of Portugal preparing for the return of tourism activity? What specific measures are already on the ground?
Tourism in the Centre of Portugal is preparing itself in several ways. On the one hand, since the beginning of the current crisis, we have been in permanent contact with entrepreneurs in the tourist industry, paving the way for the day after Covid-19. We have developed several communication channels and never before have we received so many contacts from entrepreneurs. Together we are planning the near future. On the other hand, we have developed promotional campaigns, intensifying the region's presence in digital media. In this way, we were able to more easily reach people who were initially confined at home.
What key points are part of the strategy that Turismo do Centro devised or is devising?
At the beginning of the pandemic crisis, on March 19, we launched the ‘Haverá Tempo’ (‘There will be Time’) campaign, in which we appealed to the sense of responsibility of the Portuguese. At a time when social isolation was the priority, we asked everyone to stay at home and said that “there would be time” to go out again. this campaign had a positive impact. The Portuguese were up to the challenge, and their exemplary behaviour made possible, two months later, on May 18, the launching of a new campaign: ‘Chegou o Tempo’ (‘The Time has come’,) where we announce a different moment, the moment when we go out and start to live our lives again, when we rediscover the Centre of Portugal as if for the first time. Our strategy includes a third campaign, to be launched in the summer, at a time when, we all hope, the restrictions are further eased.
In view of the cancellation of the major tourism fairs, in which Turismo Centro de Portugal is usually present, how is the next year being prepared and what implications can they bring to the national tourism landscape for 2021?
It is premature to consider the attendance of fairs in 2021, not least because no one knows exactly how the virus will be behaving then. What I can say is that, following a strategy that was already being carried on, the promotion of the Centro de Portugal region will be increasingly focusing on digital marketing and less on institutional presence at tourism fairs. While these are important and continue to have their place, we want to be closer to people and enter their homes through the Internet.
Can the fact that the Central Region market is a predominantly domestic market be an “advantage” in the recovery period?
It is certainly an advantage. The Centro de Portugal is less dependent from foreign visitors than other regions. Despite the fact that these have been increasing in recent years, allowing us to foresee that their weight will be greater in the near future, the current reality is that the internal market - that is, our Portuguese citizens - is the main source of visitors for the region, followed by the Spanish market, which we call the ‘enlarged domestic market’. All evaluations indicate that in the current year the Portuguese will focus on their own country as a holiday destination. We have legitimate expectations that the Centre of Portugal will be at the forefront of their choices, due to the characteristics that make this a safer region to visit at this specific time.
The Tourism sector is undoubtedly the most affected by the current economic crisis. How would you like the government to look at this area?
The Tourism sector was certainly one of the most affected by Covid-19 and, because it is such an important sector for the national economy, it deserves to be looked at with more attention by the Government. I make mine the wishes of the tourism entrepreneurs, who call for the Government to be more ambitious in what concerns direct aid. At the beginning of the crisis, a series of measures were announced to relieve the sector, but, since these were credit solutions, the entrepreneurs complained that they were insufficient. As president of Turismo Centro de Portugal, I defended, right at the beginning of the pandemic, the need to create non-repayable financing for the treasury of tourism companies. Credit is not a solution for most tourist companies, which do not have the liquidity to support the coming months.
Unless a vaccine for Covid-19 soon appears, restrictions on mobility and accessibility, which so profoundly affects the tourism sector, are set to last. How can a balance be found between the return of tourism and the public health measures that will have to accompany us for a time that no one can yet determine?
I am not that pessimistic. I believe that the restrictions will gradually become less severe, as we see is already happening. At the time of this interview, the indications are that this summer it will be possible to have holidays close to normal, which a few weeks ago seemed to be impossible. But little is known about the disease and no one knows exactly how it will evolve until July and August. In any case, I argue that public health is, of course, first. Our Health authorities have been competent, and the measures taken by our country have been effective - in such a way that Portugal is considered a case study at the international level. It is essential to continue to follow the recommendations of the authorities, of course.
What structural changes may Tourism have to make? Should the tourist offer be reorganised?
Tourism has undergone profound structural changes in Portugal, and this positioned the country as one of the main world destinations. Few other activities will have changed so rapidly and are so well prepared for the challenges that now arise. More than a reorganization of supply, adaptation to the digital economy is essential. Tourism was a pioneer in this adaptation process, and one must continue to follow this path. This crisis even forced the hastening of this transition by the companies that were reticent to the change. Today, all entrepreneurs have realized that they must be present, with quality and in the most visible way possible, in digital media.
What business models could arise to leverage this change?
Many and varied. Post-Covid-19 tourism will be guided by a greater concern on the part of those who travel in aspects such as safety, hygiene, nature, sustainability, culture, heritage, or history. Tourism companies that take these factors into account, which bring people closer to nature, that do not regard visitors as numbers, but as persons, each with their particularities, that provide them with personalized and genuine experiences in the territory, those will have room to grow. This was the trend before the disease, and it will certainly accelerate. This circumstance favours the Centre of Portugal, a set of territories which offers the tourist products that new travellers will look for.
Acquainted as you are with the work that is being carried out by the Historical Route of the Lines of Torres Vedras (RHLT), what is your view on the segment of Military Tourism?
The Military Tourism segment is a lode still to be exploited. The country is yet to grasp the exact meaning of Military Tourism and we all must fill this gap. It is a tourist product with great potential, which is undergoing its process of maturation. Successful tourist products, with few exceptions, do not come about by chance: they are the result of groundwork, the clearing of paths, and hard work, which takes time to reach the objectives. This is the path that is being taken by Military Tourism. Now, it is undeniable that Portugal, and the Centre region in particular, brings together in an asset all the conditions to assert itself as a pillar of tourist activity. We want Military Tourism, as a product, to bring more tourists to the Centre region. It is no coincidence that, in the Regional Tourism Development Plan of the Centre of Portugal, which we presented at the break of last year, History takes on a prominent place.
How can the Historical Route of the Lines of Torres Vedras be positioned in the tourist recovery scenario?
The Historical Route of the Lines of Torres Vedras can assume an important role in the tourist recovery. Being one of the most mature projects within the Military Tourism product, it has more capacity to attract visitors than others. The Lines of Torres Vedras deserve to be highlighted. Few places in the country have its level of historical significance. If it weren't for the Lines of Torres Vedras, if it weren't for the Anglo-Portuguese device that thought and built them, the history of the country - and, who knows, of Europe - would be, in all possibility, another. It is this historical importance, and in the collective imagination of the Portuguese, that must be associated with this tourist product, making it known to more and more people.
There is an expectation that the internal market will be the first to react. In this sense, what are the biggest challenges that RHLT faces, since it was still taking its first steps as a differentiated tourist product?
This crisis is going to be a passing crisis. As dark as the outlook seems today, the sun will shine again for tourism in Portugal. It is true that the first to react will be, already this summer, domestic tourism. This is, undoubtedly, an opportunity for RHTL. Moreover, this project must continue to follow its path, with increasingly reliable and affirmative steps. The investment in Military Tourism in an integrated manner, from the Fortaleza de Almeida to the doors of Lisbon, can effectively help create new tourist flows, especially aimed at the regions of lower density.
Safety and confidence will be key words for the visitor/tourist to start reacting. Has Turismo do Centro prepared a training plan for technicians from public and private entities welcoming tourists?
We have been working closely and intensively with the protagonists of the tourist activity, to assess the training needs following Covid-19. The most visible aspect of this work is the series of videoconferences ‘Vê Portugal ON’ (‘See Portugal ON’), which we conducted with all sectors in this area. The success of these training webinars has exceeded our expectations. We have also been in permanent dialogue with industry associations. We have no doubt that tourists will be welcomed with more security than ever, although with the customary comfort.
The RHLT aims to come to position itself as a tourism of emotions. It has made an enormous effort to reconcile an historical and cultural offer with other experiences of the territory, such as gastronomy, wine tourism, moments of well-being and leisure, which can pass through activities that result from the symbiosis of its heritage with nature, with hints of stories from History. The aim is to provide the visitor with the discovery of what the territory has to offer and, for that purpose, it has relied on small ventures of entertainment, catering, hotels, handicrafts, and confectionery workshops, among other partners. How do you foresee the future of these partners, so essential to tourism dynamics?
This is precisely the path to follow, the path of complementarity of the offer. Military tourism, like all tourist products, must be crossed with other products in order to generate a complete experience. When we think of military tourism, we immediately associate it with cultural tourism, but it can and must be crossed with other products, such as wine tourism, gastronomy, or active tourism. A military tourism experience must not consist in just going to see a fortress and returning to the hotel or home. Other related experiences must be made known, such as walking trails in the vicinity, wine tasting, restaurants, handicrafts, museums ... I foresee a promising future for partners who invest in creativity and generate enriching experiences for consumers of Military Tourism - after, of course, the pandemic has subsided.
What measures are planned for those micro and small companies that do not necessarily go through debt?
The Government announced at the beginning of the crisis several measures to support the sector in order to face the suspension of tourist activity, but they were clearly insufficient, and businessmen complained about this. We defended, right at the beginning of the pandemic, the need to create non-repayable financing for the treasury of tourism ventures, since most of the presented measures were credit-based. Credit is not a solution for most companies, which lack the liquidity to support the coming months. Without a prospect of revenue, companies are afraid to go into debt, however low interest rates may be. Subsequently, the Government announced the creation of grants with 80% of non-repayable funds for micro and small companies. This support concerns only, however, investments and expenses with the purchase of personal protective material for workers and cleaning of the workplace. In other words, it does not affect the treasury of companies, which is what they are in dire need of. We hope that the Government will still follow this path. Otherwise, many micro-enterprises will close their doors once and for all, creating more unemployment.
What do you think Turismo do Centro can do in collaboration with military tourism and, in particular, with the Historical Route of the Lines of Torres Vedras to affirm the recovery, so necessary for tourism companies and associations?
The Turismo do Centro is available, as it always has been, to help publicize tourism products that are an asset to the region, as is the case with the RHLT. The investment should try, first of all, to ensure greater visibility for the Historic Route’s digital presence. It is useless for the final product to be of great quality if people are not acquainted with it. There is a multiplicity of channels and platforms today on which the Historic Route must be present. Virtual interpretation centres, where we can collect information from home, and from there we can make our own trip, for example. We still have some way to go in that direction.
The Regional Tourism Authority of the Centre of Portugal is a partner, like is the RHLT, in the NAPOCTEP project - Napoleonic Routes through Spain and Portugal -, which is being developed under the Interreg V-A Spain-Portugal Cross-Border Cooperation Program. Do you see this project with the capacity to enhance the enormous cultural heritage of the French Invasions, generating a differentiated, quality, sustainable, attractive tourist product that allows generating economic activity and employment in the region?
NAPOCTEP is another project that shows great potential and attractiveness of tourists. Important steps have been taken in this direction. The aim is to bring together the heritage of the French Invasions era into a unique tourist product, inserted in the European cultural itinerary “Destino Napoleão”, which opens several possibilities for historical, cultural, tourist and gastronomic routes. NAPOCTEP joins Napoleonic itineraries in Portugal and Spain, and is intended, precisely, to be able to create wealth and jobs in regions of both countries. In the national territory, NAPOCTEP covers extensive territories in the Centre of Portugal, ranging from the border area to the Lines of Torres Vedras. It is especially important to work in the central regions of Portugal and in the neighbouring Spanish regions, such as Castile and León and Extremadura, as a single destination, where there are no borders. We have been performing together at international fairs for a long time, in a cross-border cooperation that has been praised internationally.
Some of the RHLT members are participating in the AccessTUR project - Centro de Portugal, a project to promote accessible tourism and social inclusion, promoted by Accessible Portugal, with the support of Turismo do Centro and the eight Intermunicipal Communities (CIM) of the territory. To what extent can this project, which is already underway, contribute, in the light of current times, to generating confidence, safety, and attractiveness for visitors?
The Accesstur-Centro de Portugal is a project to promote accessible tourism and social inclusion that, by qualifying tourism supply and demand, demystifying prejudices and stereotypes about people with disabilities or with some special characteristic, and using the tourist potential of the region, intends to position the Centre of Portugal as an accessible and inclusive tourism destination. The development of this project is based on the dynamization of a regional network of partners who, taking into account the different sensitivities of the territory and resources, propose to create business opportunities, increase the quality of the tourism offer, train its agents, sensitize the communities and affirm the region as a destination for everyone. In this sense, the involvement of all allows the construction of a responsible, welcoming, inclusive, and safe destination - essential ingredients to attract tourists, retain customers and enhance the competitiveness of the destination. Communicating a destination in which the tourist offer is built by all stakeholders in close alignment is, in itself, a guarantee to create interest, confidence and security for the tourist, whatever their condition. For the territory it is a positioning and differentiation asset.
In what ways can the RHLT “capitalize” in favour of Portuguese tourism the fact that the Lines of Torres Vedras have recently been classified as a National Monument and have already been awarded the Europa Nostra and Turismo de Portugal Awards?
These are important classifications and distinctions, of course. All awards and seals that certify the quality of a destination or a tourist product contribute to its more effective dissemination. In particular, by increasing the range of classified military tourism destinations, such as the RHLT and other forts and castles in the region, rather than an isolated promotion we’ll have a joint one, which is what we all want.
Do you feel that the Portuguese know and value their cultural and military history?
I feel that the Portuguese value their cultural and military history, although they do not always know it accurately. The discipline of History is not always well treated in schools and illiteracy is still a problem in our society. But the Portuguese are proud of their history and culture, which gave new worlds to the world, and like to visit its most emblematic places. For example, the World Heritage Sites in the Centre of Portugal - Monasteries of Alcobaça and Batalha, Convento de Cristo in Tomar and Universidade, Alta and Sofia, in Coimbra - are important tourist references and very often visited by our fellow citizens.
How can the Historical Route of the Lines of Torres Vedras contribute to qualify military tourism? Do you think that a product leveraged in History and identity, and which previously was not in the forefront, can now play a role in the construction of new storytelling narratives and experiences?
The RHLT can effectively give rise to the construction of new storytelling narratives and new experiences, in addition to other products. Here, imagination is the limit. Historical recreations, interactive interpretation centres, books, or multimedia shows, those are just a few examples of how much can be done to increase interest in military tourism. The potential is there: the RHLT is a differentiating product and unique in the world for its characteristics. We need to boost it, which I am sure will happen over time.
What is still lacking for tour operators to be interested in selling military tourism itineraries?
In the first place, we need to continue investing in structuring the product. The military tourism product, as I already mentioned, still has a way to walk until it becomes a truly mature product, easily sellable by tour operators. It is then necessary to add animation and events, in order to make the experience more desirable. When there is this reinforcement in the notoriety of the product, when it is ‘at the point’ of being sellable, the tour operators themselves will be the first to want to market it. I have no doubt about this, for it is the natural route for similar tourist products.
Portugal has a rich heritage and military legacy. However, there is no product structuring for commercialization or, when it exists, it is incipient. Do you think marketing and communication are the pillars that are missing? Or are there others?
Several factors are built into a tourist product. It is useless to invest in marketing and communication if no good product exists in the first place. For this reason, let me reiterate: before anything else, it is necessary to structure the product, present a quality product, so that it can later be ‘sold’ and communicated.
How can military tourism contribute to the decrease of tourist seasonality in the country?
This segment increasingly assumes itself as a valuable tourist product in this sense as well. It is a tourist product that can be available throughout the year, given it is properly structured. Therefore, it helps preventing phenomena such as tourist seasonality or the low average stay rate. Those who visit Torres Vedras, Vimeiro, Almeida, Buçaco, Aljubarrota and Tomar, just to mention some of the most emblematic sites of military tourism in the region, do not only do so in the summer, but throughout the year. In addition, of course, it helps combat the excessive weight of the coastal tourist activity in the country and to allow the requalification, preservation and valorisation of History and heritage.
With the current condition of the country in mind, what advice would you like to share with stakeholders in the tourism sector?
First of all, I want to leave a word of encouragement to entrepreneurs: find the energy to overcome this difficult phase, with the certainty that everything will be better soon. Take advantage of this period to modernize your processes, to intensify your digital presence. Be creative, look around and discover new experiences that can attract visitors to your ventures. I know that not all companies will be able to survive, but those that do will be strengthened.
