Bloom_Consulting_case study_costa_alentejana

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Bloom_Consulting_case study_costa_alentejana

  1. 1. Exotic but,where is it? How to make a new tourism destination a reality Read the challenge given to Bloom Consulting by the Portuguese Tourism Board on how to trans- form a remote location into a sustainable Tourism destination Welcome to T2
  2. 2. The challengeThe Portuguese Tourism Board identified the need to develop a project to place one region on the map.The sea side of Alentejo, a region in the south of Portugal, is one of the last remote destinations in Europe. As a result of envi-ronmental protection, this beautiful region has resisted the urge to progress, maintaining it’s natural beauty. However, thisregion was in the need to increase the quality of life to the local inhabitants and the only viable way was through a sustainableeconomic and ecologic tourism strategy: nevertheless very few tourists knew about the region.The approachBloom proposed to open a project focused on1 - Identifying your potential tourists by niche segments and geographies and discard mass tourism2 - Establish projections on how to increase the low 0.7% of local GDP the tourism industry represent in the regionFollowing our methodology, we researched what are the current perceptions in tourists minds about the Alentejo coast region(if any), so we could understand where it ranks against other upcoming tourism destinations.The Findings Have you heard of Coast of Alentejo? Perception about Coast of Alentejo Unspoiled natureOur findings from the CAMPRO research concluded that 10%the Coast of Alentejo was completely unknown to the inter- Authenticitynational tourist. Despite this negative result, the majority oftourists associate the region with an “unspoiled naturalbeauty destination”. It is one of the few times where percep-tions were aligned with reality. 70% 30%
  3. 3. The StrategyBased on all findings from the research, Bloom Consulting developed a strategy focused on maintaining and preserving thenatural beauty. Bloom Consulting was thus able to ensure the sustainability of the coast first.Moreover, to address the issue of mass tourism, the strategy was focused on two main aspects.The first - To attract tourist in the winter, creating an all Year around tourism destination;The second - To only attract tourists from the northern part of Europe - The only ones who would visit in the winter and theones who spend more money and more days in vacation destinations (compared to the hypothetical Portuguese Tourists). Segment: Romantics Escapists Discovers Immerses Target: 25-45 30-55 25-55 30-45 Couples Couples Couples Couples Individuals Individuals Families Families Demand: Celebration Antidote Antidote Experiences Moments Freedom Freedom “Be Local” Pause Pause Learn Nature Restaurants, Hotels, Rural Tourism, Restaurants, Hotels, Rural Tourism, Restaurants, Hotels, Events, Spas, Rural Tourism, Classes, Offer: events, Culture, Sighseeing Events, Spas, High adrenaline Sighseeing, Golf, Low adrenaline Nature Sigh seeing Season: Origin: Average stay Expenditure
  4. 4. The StrategyBased on all findings from the research, Bloom Consulting developed a strategy focused on maintaining and preserving thenatural beauty. Bloom Consulting was thus able to ensure the sustainability of the coast first.Moreover, to address the issue of mass tourism, the strategy was focused on two main aspects.The first - To attract tourist in the winter, creating an all Year around tourism destination;The second - To only attract tourists from the northern part of Europe - The only ones who would visit in the winter and theones who spend more money and more days in vacation destinations (compared to the hypothetical Portuguese Tourists). Segment: Romantics Escapists Discovers Immerses Target: 25-45 30-55 25-55 30-45 Couples Couples Couples Couples Individuals Individuals Families Families Demand: Celebration Antidote Antidote Experiences Moments Freedom Freedom “Be Local” Pause Pause Learn Nature Restaurants, Hotels, Rural Tourism, Restaurants, Hotels, Rural Tourism, Restaurants, Hotels, Events, Spas, Rural Tourism, Classes, Offer: events, Culture, Sighseeing Events, Spas, High adrenaline Sighseeing, Golf, Low adrenaline Nature Sigh seeing Season: March to November minimum 14º C (1) Origin: Scandinavia, Finland, Germany, UK, Benelux (2) Average stay 5 days + 1 for travel (2) Expenditure 137 € p/ day (inflation rate at 2%) (3)Sources: (1) Instituto de metereología e Geofísica, (2) Bloom Consulting Research (3)Banco Espirito Santo 2010
  5. 5. The Projections and ResultsFollowing this business model and the legal amount of beds per tourist by the national government at 30.000 until 2030, theBloom Consulting Business model for the local tourism were estimated in the following projections. Today’s situation Bloom Projections for 2030 (1) (2) (4) Revenues 16.886.784 EUR 601.280.139 EUR % Local GDP 0,7% Between 12,1% to 17,2% Projections in revenues (Millions of Euros) Impact in the local GDP % 17%GDP 700.000.000 15% € 601 M 150.000.000 4% 100.000.000 3% 50.000.000 2% 0,7%GDP €17 M 2009 2030

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