The Municipality of Braga has been a pioneer city in the implementation of the United Nations Agenda 2030 in the organization and in the territory, but also in the engagement with other territorial and regional organizations that allow it to leverage the achievement of its goals. Since the launch of the Sustainable Development Goals in 2015, the Municipality has aligned its activities and viewed this agenda as an opportunity for the city to develop in the face of the challenges that the planet suffers. These solutions can be observed with several sectorial action plans implemented that corresponded to a specific SDG where the tourism field is one of them. See more: Sustainability Report of Braga.
Our standpoint was to create a solid strategy that could overcome our main policy challenges:
– – Short stays: increase the length of stays per night in the city;
– – Increase the income per available room;
– – Avoid over-tourism;
– – Integrate local tourist services;
– – Maintain genuineness and tradition in the city;
-Limited city resident’s participation and awareness of the growing importance of tourism for the local economy;
We are a unique tourist destination that suffers from an old fashion external perception, since we are known as the city of archbishop’s and very attached to our religious heritage. In order to be internationally known for our attractiveness we need to change the existing perceptions by doing a different approach and to be able to increase tourism ratings even more in our territory.
We were focused to create a strategy that could overcome our main problems, in order to be able to show Braga as a smart tourism destination, which is recognized for its concerns addressing new sustainable ways and methods in the economic, social and environmental impacts.
We aimed to create and develop new methodologies for engaging young and entrepreneur population, gain international awareness, as Portugal is highly quoted as a tourism destination of reference, won three times in a row since 2017 to 2019 – World´s Leading Destination. The North region has experienced an increase of tourism by 5% in 2018, being the region that had the best economic growth in Portugal, and Braga can benefit with this recognition despite being a religious tourism city.
Also, local citizens should be more knowledgeable and closer to the tourism phenomenon by recognizing the potential of Braga as a city of heritage and culture, engaging local stockholders in the process for co-creation of the new tourism strategy, and testing of small scale actions that can consolidate collaborative practices between city residents, tourists and tourism industry in general.
Improve capacity of avoiding overtourism, by facilitating the cooperation of city residents, tourists and tourism industry in actions of dispersion, limiting growth and reinvestment in local assets.
Stimulating understanding and awareness for the role of sustainable tourism, by supporting local tourism through sustainable development was crucial for developing our strategy.
Consequently, the most important role was to display and exchange knowledge and discuss guidelines and approaches that help us support local sustainable tourism practices.
This approach was set in order to give us different insights. Therefore, it was critical to find methodologies that allowed us to continue benefitting from the tourism economy in a sustainable way. Our strategy was largely based on the balance of opinion emerging from a process of local consultation, which was vital and crucial to set up a local supportive group, which gathers the most important tourist related local key stakeholders.
Key stages in this process included:
Meetings with relevant stakeholders and local citizens;
Discussion of key issues;
Production of a draft strategy and action plan;
Implementation of Small Scale Actions.
To reach these results, we also did two SSAs that helped test and refine strategies for long–term implementation. These SSAs gave us different insights and perspectives of local citizens about the importance of tourism in our community. They also helped deepen bonds and awareness in the three-way relationships between residents, tourists and the region’s tourism sector.
Benefit 1: Introduction of Tourism Tax
Allow to monitor tourism flows, reduce the ecological footprint and improve data collection system
Benefit 2: Adopt “Visit Braga” to promote brand awareness
High brand recognition, and integration of local stakeholders in the engagement process
Benefit 3: Coordinate efforts for reviewing all tourist interpretative signs
Guide and better inform tourists around the city
Benefit 4: Improvement and development of Tourist Passport
Provide new benefits for visitors as well as for tourist attractions