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2. REPOSITIONING THE TOURIST PRODUCT
OFMEDITERRANEAN DESTINATIONSAndrew Coutts -
Portugal Athens, October 18, 2005
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From Mass Tourism to Sustainable Destination
The radical case of Calviá, Spain The
Portuguese experience, Vilamoura XXI
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From Mass Tourism to Sustainable Destination

• A long-term process, led by a commitment to
  continuing improvement rather than immediate
  outcomes and always considering the new Tourism
  and Leisure Environment

Turning Away From And Turning Towards
Old Travel Patterns New Travel Patterns
Established Destinations Emerging Destinations
Old Products New Products Fragmented Tourism
Industry Economic Development Tool Developer
Control Community Control Financial
Illusion Financial Reality Passive
Consumers Involved Participants Observing
Technology Orchestrating Technology Mass
Markets Specialty / Niche Markets Mass
Marketing Direct Customer Communications
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From Mass Tourism to Sustainable DestinationNew
Travel Patterns
New travel patterns reflect changes in consumer
behavior Aggressive public and private sector
development From long trips to short
breaks Vacations that are purpose driven by
education, wellnessself improvement Deregulatio
n of international air travel Reductions in
price.
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From Mass Tourism to Sustainable
DestinationEmerging Destinations
New countries, Croatia, Morocco, Bulgaria, among
others
New cities ,desert, natural parks or forests
Small Places
Reduce number of rooms
New developments will increase the range of
experiences offered to potential visitors.
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From Mass Tourism to Sustainable Destination
New Products
Search for authenticity To satisfy new market
necessities To get new segments of market To
diversify the actual offer To reposition
tourist destinations To simplify buying and
selling process To improve the product
commercialization To improve competitiveness
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From Mass Tourism to Sustainable Destination New
Products
Resources
Integration of Shopping and recreation Entert
ainment and education (edutainment) Culture and
meetings/business center development.
(Water, Land, History, Human Society)
Facilities / Equipments Services
Products/Experiences
Mix Services Organization Commercialization

Offer
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From Mass Tourism to Sustainable Destination New
Products

• To do Walking tours
• To see City breaks
• To feel Wine tours
• To relax Adventure tourism
• To learn Bird Watching
• To explore Fly Drive
• To be there Ecotours
• Mountain Activities

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From Mass Tourism to Sustainable Destination
Community Control Community interest and
tourism must work together for any chance of long
term success. Financial Reality Economic
reality brings a renewed discipline to the
planning, development, and financial community
to first, improve the performance of existing
assets and second, acquire strategic
undervalued assets before considering major new
investments. Involved Participants Leisure
participants need to be treated as individuals
and feel a positive interaction with their
physical and social environment. Specialty
Markets Segmenting markets into special
interest groups
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... in Calviá the spanish did it in a radical way
Calvià, the most important tourist city in the
Balearic Islands and one of the most visited
tourist destinations of the Mediterranean...
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Calviá

• "Victim" of the International tourist "boom" of
  the 60s

Calvià becomes one of the main massive "sun and
beach" tourist destinations of the Mediterranean
with an exponential growth and without any
consideration for the environment
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Calviá
TIME TO PREVENT, REFURBISH, DIVERSIFY
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Calviá Master plan XXI

• 10 Strategically Guide Lines
• - To bound the city, to contain human density and
  
  rehabilitate the territory
• - To improve cohesion and quality of life
• - To preserve the natural patrimony
• - To recover the artistic and cultural patrimony
• - To rehabilitate all tourist zones
• - To develop Calvià as a tourist destination
• - To improve public transports and pedestrian
  accesses
• - To maintain a sustainable management of
  resources
• To expand the economy and to invest in knowledge
  resources
• - To innovate the municipal management

• 4 Policies of Implementation
• - Reduce construction densities
• - Reducing urban construction area
• - Sped control of urban construction
• - Policy of studying the hotel units,
• in order to release case by case, in
• land for public use.

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Calviá Master plan XXI

• INITIATIVES SHORT TERM
• Some examples
• Regulation of urban and eco developments
• Recovering landscape and natural patrimony
• Creation and renovation of walking trills and
  high view spots
• Plan for Urban Cleanness
• Plan for fighting seasonality Calvià, el
  Invierno Europeo
• Plan for water distribution, energy and residues
  control
• Enhancement of agricultural environment
• Renewal of the municipal organization

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Selected as Development For the World
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... meanwhile in Algarve, Portugal Vilamoura XXI
Vilamoura the first tourist destination in
Portugal Algarves tourism industry developed
in the 1960s. In the early 1990s, the Portuguese
government introduced a regional building freeze
and initiated public planning and environmental
controls to combat the impacts of uncontrolled
tourism development during the 1970s and 80s.
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... meanwhile in Algarve, Portugal Vilamoura
XXI Objectives of the new TOURIST DESTINATION

complete and integrated tourist destination
national and international consistent image of
high stand quality
complete tourist destination
integrated in a natural landscape environment.
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Vilamoura XXILow density development, including
hotels and residential accommodation, a fifth
golf course designed by Arnold Palmer, new sports
and training facilities, an equestrian centre and
a Nature Park
incorporating environmental considerations into
product design
using resources efficiently
raising environmental awareness
protecting the natural and cultural heritage.
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Vilamoura XXIincorporating environmental
considerations into product design - Sustainable
Masterplan
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Vilamoura XXIincorporating environmental
considerations into product design - Sustainable
Masterplan
Strict control of construction and
design Reduced construction densities New
occupation indexes Green space preserves over
90 per cent of the land area Traffic control
mechanisms roundabouts, cycle ways, pathways,
park and ride, pedestrian zones, and speed
controls Environmental guidelines and
incentives for construction companies, property
owners, small businesses and hotels.
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Vilamoura XXIusing resources efficiently -
Environmental Management System (EMS)
Monitoring environmental impacts and creating
procedures to improve overall environmental
performance in its golf, marina and beach
operations. Innovations to the golf
courses Reducing fertilizers and chemicals
An aerator is used to enhance the oxygenation
of water Built nest boxes for birds to attract
natural insect predators while aquatic plants
extend existing bird habitats. Innovations to
the marina and beaches Mobile pump out
system Cleaned regularly and coastal water
controls Water quality parameters monitored
monthly Prevention plans for accidental
oil/fuel spills Environmental
training. Vilamoura is currently extending its
EMS to infrastructure and residential
development.
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Vilamoura XXIRaising Environmental Awareness
Communicating its environmental activities
(through the semi-annual environmental
newsletter, reports, brochures, and
magazines) Involving children in tree
planting, and beach management with educational
programs on beach and sand dunes
protection Centre for Environmental and Nature
Studies (CENA) provides visitors with information
on nature conservation and flora and fauna. The
center includes a library and an exhibition room.
CENA annually endows four research internships
for university graduates, as well as courses,
exhibitions, and debates.
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Vilamoura XXIProtecting the Natural and Cultural
Heritage
Preserved Cerro da Vila, the only private Roman
ruin in Portugal, Quinta manor house and other
typical 19th century Algarvian agricultural
buildings
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Vilamoura XXIProtecting the Natural and Cultural
Heritage
Developed Vilamouras 200 hectare Environmental
Park 12 of the total area sets priorities for
protecting, rehabilitating, and conserving local
flora and fauna and their habitats. The wetlands
are an important ecological area, hosting more
than 100 species of birds, including rare or
threatened species named in the Annex to Birds
European Directive 79/409/CEE. Birds migrating to
and from Africa use the lands for hibernation or
breeding purposes. The area also harbors, among
other species, very rare and endangered otters.
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Vilamoura XXIRepositioning hospitality leisure

Remodelling, Rehabilitation, Ambient
Certification, etc
Tivoli Marinotel
Vila Galé Ampalius
Dom Pedro Marina, Golf e Portobello
Grão Pará Atlantis
Four Seasons Vilamoura (Time Share)
Motel do Golfe
Construction or concluding
Vila Galé Marina
Ocean View (close to Pinhal Golf Course
Cegonha Golf and Country Club (next to the exit
to Albufeira)
Browns Club (close to The Old Course)
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Vilamoura XXIRepositioning hospitality leisure
National Enterprise Groups must invest in their
units in order to improve their conditions of
competitiveness.
Planning and Programming of the construction of
new hospitality units and tourist lodging in the
various clusters defined in the scope of the
Plan of Urbanization of Vilamoura 2nd phase
Concentrate on the definition of prime
localizations for the construction of new Hotels
of 5
Beach and Family Resort Hotels
Golf and Conventions Resort Hotel
Concentrate on the presence of the major
hospitality Groups / Brands and on the attempt
of concretion of new investments in Vilamoura
Approach and negotiation with major groups such
as Espírito Santo/Tivoli, Amorim, Vila Galé,
Pestana Hotels Resorts, Dom Pedro (Saviotti),
Solverde, Real, Sodim (Queiroz Pereira), Porto
Bay (Madeira)
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Vilamoura XXIRepositioning hospitality leisure
Concentrate on getting the attention of
international Group/Brands for the
construction and operation of hotels and tourist
lodging in Vilamoura
Accor/ Amorim
Hilton International
Ritz Carlton
Marriot (Time-Share)
World of TUI
Sol Melia
NH Hotels
Four Seasons
The Oberoi Group
Movenpick
Realstar (Canadá)
Promotion of partnerships between Lusotur,
National Investors and International Hospitality
Groups, in order to achieve the concretion and
operation of hotels in Vilamoura
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Vilamoura XXIRepositioning hospitality leisure
projects in plan or in construction
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Vilamoura XXIRepositioning hospitality leisure
projects in plan or in construction
Hotel with 73 rooms
Brand
Accor/ Amorim
Promoter
Ibis ou Novotel
Beginning of Construction
1º trimester de 2003
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Vilamoura XXIRepositioning hospitality leisure
projects in plan or in construction
Golf and Conventions Resort Hotel with 253
rooms and suites
Promoter
Brand
Grupo André Jordan
Tivoli Victoria Hotel
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Vilamoura XXIRepositioning hospitality leisure
projects - projects in plan or in construction
Hotel with 192 rooms and 95 luxury
apartments
Promoter
Brand
Grupo Amorim
BlueGreen
Situation Point
Inaugurated on 30th September 2005
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Vilamoura XXIRepositioning hospitality leisure
projects in plan or in construction
Hotel with 152 rooms, 69 VOC units 69
luxury apartments
Consultancy
Promoter
Brand
Grupo IMOCOM
Hilton
Situation Point
In construction
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Vilamoura XXIRepositioning hospitality leisure
projects in plan or in construction
Promoter
Grupo IMOCOM
Brand
Hilton
Consultancy
Model of Resort managed by an International
Leader Company in hospitality management.
Integrated by a Hotel 5 with 160 rooms, MICE
facilities, Golf course, 80 apartments in
Vacation Ownership, 90 villas, 2000m2
Spa. Architecture John Seifert Architects,
London DSAA, Cascais.
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Vilamoura XXIRepositioning hospitality leisure
projects in plan or in construction
Promoter
Grupo IMOCOM
Brand
Hilton
Consultancy
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Vilamoura XXIRepositioning hospitality leisure
projects in plan or in construction
Lacustre City Hotel (?11.000 M2 possible to
expand up to ?20.000 M2) Hotel (?8.000 M2
of construction)
Situation Point
Master Plan in launch phase
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Vilamoura XXIRepositioning hospitality leisure
projects in plan or in construction
Lacustre City - Vilamoura XXI 2nd phase
Entertainment and activity, including shops,
restaurants and open-air cafés, surrounding the
inland Marina, lakes and canals. Developments
planned for this zone include new hotels, resorts
and villas bordering waterways with private
access to the inland Marina.             
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Vilamoura XXIRepositioning hospitality leisure
New investments in Hotels and Tourist Lodging
developments (Time-Share, villages, etc.) cant
be dissociated from the existence, construction
and operation of leisure facilities .
Business Centre
Golf Course
Thematic Parks
Sport Facilities, Training and Competition
Centers
Marinas and Recreation Harbors
Cultural and Leisure Facilities.
Talassoterapy, SPAs, Fitness Clubs
Seasonality Management.
Target Segmentation of potential clients in
priority markets.
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Vilamoura XXIRepositioning hospitality leisure
In order to balance the commercial exploitation
in the next 10 years in Algarve, the future
construction of
10-15 Golf courses with 18 holes
1 Business Centre (? 2000-2500 persons)
4 ou 5 Marinas and Recreation Harbors
Parque das Cidades (Football fields and other
facilities )
should go ahead with the increase of the hotel
supply of 4 - 5 with the number of 5000-7500
beds, (8-10 Hotels 5 and 10-15 Hotels 4),
spread along into the most important tourism
areas of the Algarve
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Vilamoura XXILong-term sustainable tourist
destination was supported by Wold-Class
Sustainable Practices
Vilamoura XXI, an overarching masterplanning
framework founded on sustainability
principles Established an environmental policy
and practice in 1996 Engages top management in
environmental leadership Undertakes
research-based application of and compliance with
environmental law
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Vilamoura XXILong-term sustainable tourist
destination was supported by Wold-Class
Sustainable Practices
Integrates environmental planning into building
construction development, creates new habitats,
and enhances already existing ecosystems Establi
shed environmental management systems to plan,
manage, and control different areas of the
business, including golf courses, marina and
beaches, and planned future residential
development areas Maintains ISO 14001
certification, and Green Globe Destination
Vilamoura also earned the Committed to Green
Award for Environmental Excellence Cultivates
partnerships with key stakeholders Is involved
with the community through various educational,
sports and leisure activities.
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