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. The challenge
The 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, this
region was in the need to increase the quality of life to the local inhabitants and the only viable way was through a sustainable
economic and ecologic tourism strategy: nevertheless very few tourists knew about the region.
The approach
Bloom proposed to open a project focused on
1 - Identifying your potential tourists by niche segments and geographies and discard mass tourism
2 - Establish projections on how to increase the low 0.7% of local GDP the tourism industry represent in the region
Following 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 nature
Our findings from the CAMPRO research concluded that 10%
the Coast of Alentejo was completely unknown to the inter-
Authenticity
national tourist. Despite this negative result, the majority of
tourists associate the region with an “unspoiled natural
beauty destination”. It is one of the few times where percep-
tions were aligned with reality.
70% 30%

3. The Strategy
Based on all findings from the research, Bloom Consulting developed a strategy focused on maintaining and preserving the
natural 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 the
ones 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. The Strategy
Based on all findings from the research, Bloom Consulting developed a strategy focused on maintaining and preserving the
natural 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 the
ones 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. The Projections and Results
Following this business model and the legal amount of beds per tourist by the national government at 30.000 until 2030, the
Bloom 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