You are, since the beginning of 2020, the new General Secretary of the Portuguese Military Tourism Association (ATMPT). What led you to accept this challenge?
When I received the invitation to assume the position of Secretary General, I had been with the Association for about a year. The challenge was enormous and had the added responsibility of assuming the functions of the person most associated with Military Tourism, who was, from the genesis of the concept to its operationalization, João Pinto Coelho, current Vice President of ATMPT. João, whom I really appreciate, was and continues to be a mentor and the person who has guided me the most on this path. I thank him dearly. In fact, I believed, and believe, that the ATMPT has great potential as a reference entity and that it can lead projects with an impact in the field of Military Tourism. I believe that this segment can make a difference, especially in places with low population density, whether in attracting visitors, or in the projection of differentiating activities and events that are not just “one more” among so many. Military tourism can be something new and different, reaching people, arousing interest, promoting emotions… and that is what happened to me. I hope to contribute in some way to the development of this area and that Military Tourism becomes an important segment in tourism in Portugal.
Military Tourism was, for a long time, seen as a market niche, of interest only to military specialists and, above all, to men. Since Lígia is one of the few women connected to this topic, what do you think is changing?
I confess that I do not look at this situation in that way. Currently, we see countless women linked to this theme, in one way or another, not least because it is transversal to Heritage, Culture, History, Tourism… and, deep down, in all these areas we find women proving themselves, highly qualified and extremely competent.
You were chosen for the position due to your “experience, professional competence and human quality”. When did Military Tourism start to interest you?
The interest in Military Tourism, in particular in the concept and theme, I can say that it was recent… and then the opportunity arose to join the ATMPT team. Despite being trained in Conservation and Restoration and having done a large part of my professional career in these areas, all work in the field of Heritage is likely to arouse my interest and, as such, I saw this opportunity as a personal and professional challenge. I have the chance to work in a different area, but attractive and expanding, to meet people from different areas and from different parts of the country, with incredible experiences and projects. Inside the Association I have the privilege of working with an incredible team of excellent professionals, creative, dynamic, and good companions. We are a small team, but with team spirit, we believe in ATMPT, in the work that has been developed, and that we can always learn more, improve and grow. Learning takes time, one cannot think one already knows everything... we always have a lot to learn.
As Secretary General of the ATMPT, what would you say its current mission is?
At this moment, and considering the work developed by the Association in these five years of existence, the ATMPT is viewed externally as one of the reference entities in this area and, in a way, “demands” something more, a step forward. And we believe that this step forward begins with structuring the existing offer in the national territory. This is going to be the big focus of ATMPT next year.
A few months after you assumed the office of secretary general, the country was facing a worldwide pandemic and it was imperative to spend three months in strict confinement. How did the ATMPT act in the face of this difficulty?
In view of this situation, ATMPT has not stopped. In fact, we remained highly active and decided, in early March, to promote a series of online interviews and events, with live streaming and free access, aimed at professionals in the sector. In total, we promoted 12 interviews, in two and a half months, with a set of guests who work directly with Military Tourism, in its different aspects. In the post-state of emergency, we organized three online sessions dedicated to our associates and the promotion of their territories. These sessions, in addition to contributing, in a way, to the training of these agents, promoted synergies and knowledge-sharing among these professionals. The balance and the return were very positive: on the one hand, we maintained the proximity with these people who were forced to stop and, on the other hand, we managed to keep the Military Tourism network active in Portugal. In addition to this and the daily task of producing and promoting content, we strengthened the projects that were under development and made a series of new contacts and strategic partnerships.
The public health situation has brought other challenges, namely in the way of communicating. How do you see the role of ATMPT in the present and in the near future?
As I mentioned earlier, the ATMPT's daily work was not affected, because we kept our contacts and assumed new forms of communication, especially through digital platforms. Of course, we believe that direct contact with agents will not be completely replaced and has an especially important basis in this sector. The main role of the ATMPT will always be to be the link between the entities that work in this segment. At this moment, and assuming a prominent role in military tourism, the ATMPT can act on some key points for its development, promoting public debate on this theme, contributing to the education and knowledge of the concept in question, raising awareness for the importance of safeguarding and preserving the military-historical heritage, training agents and structuring the existing offer.
The ATMPT has been standing out in the development of content for social networks, in the events agenda, gathering and disseminating what is done in the country in terms of military tourism, in national and international promotion actions and in the training of tourist agents , and in the creation of informal cooperation networks, among others. What other projects and challenges do you have for the future and how can they contribute to the much-needed return to tourism?
The ATMPT is promoting with the Portuguese Municipalities the creation of a Military Tourism Roadmap, composed of a set of routes associated with events and periods of national history, aiming to promote and disseminate national tourism, cultural resources and equipment that can be integrated, directly or complementarily, in the offer of Military Tourism in Portugal. This is a dynamic project in constant development and will be materialized and updated with the joining entities. Thus, the Portuguese Military Tourism Association intends to stimulate the offer and publicize the territory in a dynamic and proactive way. The integration in one of the Routes (or several,) provides the Municipalities with a set of services directed specifically to the promotion and dissemination of the historical-military heritage of their regions. The objective is to promote and disseminate all points of interest and attraction of the territory, whether those are historical, cultural, or natural resources, capable of integrating existing routes. This project meets what has been the mission of the Association and the work carried out together with its associates and partners in the last five years, in order to fill an existing gap and structure the offer, contributing to the promotion of the territory and the safeguarding the military-historical heritage. We also had the opportunity to initiate national promotion and dissemination actions, together with public entities and national media, to contribute to the dissemination of existing resources in different regions and to consequently attract new audiences.
Are you acquainted with the work carried out by the Historical Route of the Lines of Torres (RHLT) to safeguard, enhance and disseminate the heritage of the Lines of Torres Vedras and the French Invasions into Portugal?
The Historical Route of the Lines of Torres is an Honorary Member of the ATMPT and an excellent partner in the development of Military Tourism associated with the theme of French invasions. The RHLT has done an excellent job both in promoting the territory and in working together between different municipalities in pursuit of a common goal. Its merit is more than recognized!
What contribution can the Historical Route of the Lines of Torres make to the qualification of military tourism and to the work that the ATMPT is developing, namely in terms of cultural and tourist recovery?
The Historical Route of the Lines of Torres certainly plays an important role in the qualification of military tourism, standing out for being a pioneering and experienced project, capable of attracting visitors and aggregating a set of very diverse integrated experiences around the peninsular war. An example to follow.
What is your assessment of the itinerary platform, based on the national military heritage, developed by the Ministry of National Defence?
From the point of view of the ATMPT, all contributions are valid and important for the development and for the concertation of the common image of Military Tourism, be it for the work developed by the municipalities, by private entities, or by the Ministry of National Defence.
What role can the Ministry of Defence play as the owner of most of the country's military structures?
The role of the Ministry of Defence is in fact especially important as the owner of most of the national military structures. But we know that its role involves developing activities within the scope of the powers conferred on it by the National Defence Law. We cannot demand that the maximum entity dedicate itself exclusively to the Tourism or Culture sector. In any case, it can and should have a role of mediator and facilitator with regard to projects around the preservation of these military structures, and the last few years have shown that there is a greater and growing concern and sensitivity on the part of the MDN in addressing this issue.
Do you feel that the Portuguese know and value their cultural and military history?
I think the group that does is still restricted. Unfortunately. In the academic world, we find a larger number of people interested in this topic and several publications appear in this regard. It is important that we continue to stimulate this sense of belonging of the communities, given their local, regional, and national history and which is part of our identity. We all have an important role to play here.
What is your opinion on the Strategy drawn up by Turismo de Portugal with regard to military tourism until 2027?
As for the Tourism Strategy 2027, we observe that military tourism appears directly and indirectly represented in the implementation of projects, based on the lines of action of the first of the five strategic axes - valuing the territory and the communities. This strategy, in a way expected, meets what has been developed by various public and private entities over the past few years, including the ATMPT, and culminates in the structuring of the tourist offer around the creation of a military tourism network. In fact, this is the way to go and it is in this sense that we all work.
Portugal has a rich military heritage; however, there is no product structuring for its commercialization or, when it exists, it is still very incipient. What is still missing for tour operators to be interested in selling military tourism itineraries?
Right now, I do not think it is that far away. In view of the current challenges of tourism and culture, a consequence of the pandemic situation, we have seen, in 2020, a growing interest on the part of private individuals in this theme, especially due to the contacts we had at the ATMPT. We are dealing with an expanding area, capable of promoting tourist flows to inland regions, contrary to the trend of mass tourism and seasonality, capable of aggregating differentiating experiences and attracting new audiences. Therefore, I believe that in 2021 new itineraries will appear in the scope of military tourism, aimed at the internal market, and in the coming years a wider offer in this sense.
What are the main challenges that military tourism faces in order to become a truly attractive product?
These challenges are today related to the diversity and dispersion of resources that can integrate the offer of military tourism existing throughout the national territory. We observed a gap regarding the documentation and inventory of these resources. We know that they exist, but we do not really have the quantitative and qualitative notion of these resources. Not to mention the variety of themes associated with national military history.
How can storytelling add value to military tourism? Do you think there is a narrative for the country or is there a construction of small narratives?
Within the Military Tourism network, the importance of narratives has been debated repeatedly. National military history is in fact able to create relevant tourist and cultural experiences, adopting the construction of narratives as a ‘vehicle’ that aggregates new audiences, new products, new experiences, and an unlimited series of business opportunities. Military tourism has the ability to intersect, in a complementary way, with other products, other experiences, namely with religious tourism, nature tourism, wine tourism or active tourism. An experience does not necessarily have to start and end in a specific place, it can be part of an integrated experience, through the set of several narratives that can have the same theme in different territories. Portugal, having a wide and diversified historical-military material and intangible heritage, has enormous potential with regard to the construction of narratives. But it is important that there is a deep knowledge of Portuguese history and heritage and that is what we are working on.
How can military tourism contribute to the reduction of tourist seasonality in the country and at the same time benefit from the great tourist flows in Lisbon, Porto, and Algarve?
To fight seasonality and take advantage of the great tourist flows, there must be a real offer, especially in terms of consistent, innovative, and creative products and projects. In itself, military tourism has an advantage in the fact that it can be enjoyed throughout the year and throughout the entire national territory.
What advice would you like to share for the success of a historic, cultural, and military tourist product that crosses the country from side to side? And for public and private policies?
Bearing in mind that military tourism in Portugal is still a relatively recent concept and with some resistance, networking is an asset for success. Nobody works alone. It is important that there is an awareness on the part of public and private entities that, for military tourism to be seen as a reference segment, there must be joint work by organizations, benefiting the sharing of knowledge and the integration of different players in the territory, as well as the local community. Only in this way is it possible to structure the existing offer and promote the creation of a tourist product.
