"Destination with a Future - Algarve, it's time to take care" is the title of the campaign.
"Environmental awareness combined with business awareness is the motto that gives creative body to the communication, which suggests to tourism professionals to adopt measures that make a difference in reducing the carbon footprint and reducing energy consumption. Replace conventional lighting by LED bulbs, opt for endogenous species in gardens, create seasonal menus and local products, invest in technology that allows water saving, plant grass suitable for the climate of the region or make the separation of waste produced are some of the almost 50 practical tips for those who work in Accommodation, Golf, Catering and Tourism," says the Algarve Tourism Region.
The campaign is based on a microsite with tips, the production of video spots (accommodation, catering, golf and animation) for social networks and insertions in the specialized press of the sector.
"With this communication action, focused on the challenges of climate change, we intend to mobilize professionals in the sector to a trend that is here to stay: that by being agents of environmental protection, they are simultaneously boosting their own business. In fact, demand is increasingly marked by the demand for environmentally conscious tourists, who will only buy products or services from responsible companies", says João Fernandes, president of Turismo do Algarve.
This is the second campaign developed by the Algarve Tourism Board as part of the AwK project - Adaptation with Knowledge, Climate Change funded by the EEA Grants Environment program. The first, launched this summer with the claim "Nature does not take vacations", focused on raising awareness among tourists; this time, the target audience is professionals in the Algarve tourism sector.
Funded by EEA Grants, through the Environment Program, the project's main goal is to improve the resilience and responsiveness of the Algarve to climate change, creating the necessary support bases for the implementation of the Intermunicipal Climate Change Adaptation Plan of the Algarve (PIACC-AMAL). It has, therefore, a strong communication component associated to raise awareness of the population, businesses and tourists and to motivate action, both individually and collectively.