UNIVERSIDADE TÉCNICA DE LISBOA INSTITUTO SUPERIOR DE CIÊNCIAS SOCIAIS E POLÍTICAS MAIO 2009 MARKETING PLAN FOR THE TOURISM OF LISBON CIÊNCIAS DA COMUNICAÇÃO (2º ANO) – MARKETING DOCENTES: EXMA. SR.ª MESTRE RAQUEL RIBEIRO E EXMA. SR.ª PROF.ª DR.ª SÓNIA SEBASTIÃO LORENZO MORONI -
[email protected] MARKETING PLAN FOR THE TOURISM OF LISBON 1. INTRODUCTION The importance of tourism and its valorisation is indisputable in the economy of the Lisbon region.1 Through the implementation of a marketing process the region should be able to adapt its touristic products to the target markets and to optimize their performances, especially in a sector where international competition is constantly increasing. The aim of this marketing plan is to analyze the trends in the global touristic market and the performances of the touristic products of the Lisbon region, to individuate strengths and weaknesses of the region in its target markets, and to suggest possible guide lines for the development and the promotion of the products according to selected growth objectives for the markets. The diagnosis and most of the data upon which I refer are based on various official documents, such as marketing plans, surveys and case studies, developed by official internal and external organisms: Associaçao Turismo de Lisboa, Turismo de Portugal, Camara Municipal de Lisboa and World Travel and Tourism Council. 2. DIAGNOSIS 1. BRIEF DESCRIPTION OF THE AREA Located at Europe's westernmost point, midway between the north and south of Portugal's western coast, the Lisbon region is second only to the Algarve in terms of tourist overnight volume in Portugal.