The Municipality of Bragança presents a new territorial promotion campaign with the objective of stimulating the recovery of tourism. Bragança. Naturalmente! it is the claim of this initiative that promotes Bragança as a natural, safe, close, peaceful and authentic destination. Basically, the ideal place to create memories that last forever.
In this first phase, the Municipality focuses its target on the national public, giving priority to the quality of tourism and the increase in the average stay per visitor, to the detriment of the quantity and mass tourism. A strategy to boost the local economy and the destination Bragança, thus ensuring the greatest possible health security for tourists and locals. Tourist offices and all municipal cultural facilities, like most local tour operators, already have the “Clean & Safe” seal, ensuring all recommendations from the Directorate-General for Health.
“Bragança has unique qualities that justify a careful visit. It is a territory with unique conditions, where those who visit us can feel, in fact, what the pandemic has deprived us of freedom, security, and trust”, says Hernâni Dias, Mayor of Bragança, stressing that “Bragança. Naturalmente! it is an opportunity for tourism to begin again, not only for those who arrive in the municipality, but, above all, for our businessmen in the sector.”
“Over the past few years, we have promoted the destination Bragança through different initiatives. The dissemination of unique events and traditions, the presence in international markets and the bet on the “Bragança Perto” campaign are just a few examples that contributed to Bragança’s tourist growth being above the national average and in the North region before COVID- 19”, recalls the President. “However, the post-pandemic period presents itself as a major challenge. It is here that the Municipality reinvents its strategy and turns difficulties into opportunities”, reiterates Hernâni Dias, adding that “although it is not possible to completely reverse the estimated losses for 2020, this new campaign aims to mitigate the negative impact of confinement local tourism indexes”.
Given the trends and current indicators, the Municipality of Bragança set itself the objective of increasing the average stay period for those who visit the municipality, since this indicator has some considerable advantages, taking into account the current context.
The Average Stay corresponds to the number of days the guest stays at the place, calculated according to the ratio of the number of overnight stays and the number of guests. Taking into account the difficulty, imposed by the pandemic, of the increase in the number of visitors, the Municipality understands as a best practice, for safer and more profitable tourism for all agents tourism and the respective circular economy, favor and create conditions to promote the increase in the average stay of each visitor.
It is essential to prioritize quality over quantity, as well as taking actions and procedures that transmit safety to tourists and locals.
It is not possible to completely reverse the estimated losses for 2020, mainly in terms of the number of visitors and overnight stays, the intention is to influence and increase the average stay time of each thereby mitigating the negative impact of the pandemic on local tourism rates.
The Municipality estimates that, in 2022, this number will increase to 2.5 days, which represents an average growth rate of the triennium (2020-2022) of 15.5 percent, compared to data provided by INE (the latest data, referring to 2018, dictate a stay of around 1.5 days).
As an example, according to the latest data provided by INE, in 2018, the income of the Hotel Units of Bragança increased by 6.07 percent (+200 thousand euros), compared to the previous year. A trend that has been dragging on in recent years and which, since 2014, has increased by 83.95 percent (+1.51M €) and which is threatened by the current pandemic context. This campaign aims to mitigate these effects, preserving jobs in the municipality and boosting the local economy.