“Algarve: a different kind of energy. The only one you should spend.” is the slogan used for the new campaign, which aims to attract international tourists to the region during the low season, encouraging them to take advantage of its mild climate and the diversity of outdoor activities available in the destination.

Launched by the Algarve Tourism Board in partnership with NERA (the Business Association of the Algarve Region), the initiative was designed to respond to the current energy crisis faced across Europe, specifically central and northern European countries with harsher winters that rely more heavily on energy for heating. Having identified an irrefutable opportunity to promote the region, the campaign aims to position the Algarve as the destination of choice for those seeking to escape the cold and high energy costs.

At the core of the campaign is a video highlighting products such as Nature, Sports, and Nautical Activities inviting people to switch off their expensive energy sources, reduce their consumption costs, and spend time re-energising in the Algarve this winter. Outdoor walks, golf, birdwatching, cycling and boat trips, surfing and other water sports are only a few of the suggestions provided as more appealing ways to spend energy.

Publicised across the main social networks and search engines throughout December, the digital campaign is aimed at international markets such as the United Kingdom, the Netherlands, Germany, and Spain and focuses on visitors able to work remotely or available to come for medium and longer stays.

“We want to use the campaign to unveil the Algarve as an appealing alternative for those wanting to escape the harsh winters and growing energy bills already spreading across Europe. The destination's year-round sunshine, mild climate, and diversity of outdoor activities work as strong draws, attracting all those seeking to invest in their well-being and comfort for a relaxing winter. We not only welcome our visitors with a warm, welcoming hug, but also provide them with more interesting ways to spend their energy”, explains João Fernandes, president of the Algarve Tourism Board. “In addition to attractive off-season prices and long-stay savings, visiting the Algarve at this quieter time also allows them to explore the region at a different pace. In this quieter period, tourists have more time and space to experience the authenticity of the destination and explore everything that makes the Algarve so unique”, he adds.

Vítor Neto, president of NERA, believes this is also an opportunity for local companies: “Drawing in visitors at this time of year is certainly beneficial for businesses in the region in the energy and additional impetus they bring to our economy in a period that is usually quieter.”

For information on the Algarve visit www.visitalgarve.pt 

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Vicky Goodall and Surinder Manku – Algarve@p1communications.com