ADXTUR and Dark Sky Alqueva Reserve recently met with the Aldeias do Xisto’s Partners in Pampilhosa da Serra to discuss the potential of the Dark Sky Aldeias do Xisto Project, and the challenges, public and private, placed on the operation and management of the destination. The project is now going into the field with the support of Turismo de Portugal and the Centro2020.
Since July 2019, Dark Sky Aldeias do Xisto is an official Starlight Tourist Destination. This international certification, awarded by Starlight Foundation, recognises the excellent conditions in the Aldeias do Xisto for observing the night sky and grants the territory a unique status. It is necessary to invest in "development of the destination, the capacity of operators, specialised communication and to train guides to welcome those who are motivated by this service" we must now invest in the development of the ADXTUR - Schist Villages Tourism Development Agency, said Rui Simão, Executive Director of ADXTUR.
A work that requires solid and committed partnerships and which justified the work session that, on 3 February, brought together public and private partners in Pampilhosa da Serra. The meeting challenged all present to think about the role that each can play for this "effectively being a Dark Sky destination" as underlined by the Vice-Mayor of Pampilhosa da Serra, Jorge Custódio.
The articulation of brands and partners, the implementation of an observatory and respective lighting, the technical training of partners, the technical and scientific cooperation, the organisation of events in this new destination, the national and international marketing, and the impact assessment, are the strategic lines of the Dark Sky Aldeias do XistoProject. The contract for this project was formalised in January with Turismo de Portugal, within the scope of the Valorizar programme.
This project is led by ADXTUR in partnership with the Dark Sky® Alqueva Association and is co-promoted by the Coimbra Regional Intermunicipal Community. Completing the network of initial partners are the University of Aveiro’s Institute of Telecommunications and the University of Porto.
Training of guides and specialisation of services
"We have the sky, we have the certification, we have to create activities". This is how Apolónia Rodrigues, President of the Dark Sky Association, summed up the work that Dark Sky Aldeias do Xisto Project has ahead of it. In theory, the conditions are in place, but it is necessary to "take the current reality and adapt it to the night". An idea that, seemingly simple, is one of the main challenges of the project, requiring, for example, greater flexibility in check out times, or meals. "We have to capture people with what we already have on land, while protecting the sky", added the astrophotographer Miguel Claro, drawing attention to the environmental dimension of the project, namely the fight against light pollution.
"This is very sensory tourism" and, for this reason, the person responsible for Dark Sky Alqueva explained, it is necessary to take into account factors that might have a negative effect on the experience. "It is necessary to know the specificities of the product", so, in addition to the creation of physical infrastructures, such as the Dark Sky Aldeias do Xisto Observatory, it is essential to invest in the training of night-sky guides.
The private partners showed a sense of readiness and availability asking questions related to the tourism operation and focusing on the business, such as: "What products will be developed and what are the associated costs?"; "What is the profile of the astrotourist?"; "What is the average visit time?"; "What is the potential of this market?": the answers to these questions will help define the course of action.
Astrotourist profile
Apolónia Rodrigues outlined the profile of this type of tourist, they seek a dark sky, environmental protection work, a region with a genuine identity, with good hospitality, and they have great purchasing power and may have no connection to this specific type of tourism. In Alqueva, the American public is "increasingly important", and the demand from the Chinese public is growing. The speaker adds, however, that the investment encompasses several markets, in order to maintain "the product in operation" and make it less vulnerable to unforeseen events. "It is an unending road", Rui Simão concluded.
Dark Sky Alqueva is Europe's Leading Tourist Destination
After the Responsible Tourism Award at the World Travel Awards, Dark Sky Alqueva was recognised, on 7 February 2020, as Europe's Leading Tourist Destination by the CEO Today Corporate Travel Awards, highlighting this organisation’s position in niche travel tourism.
"It is a great honour to be able to count on this recognition and open the year 2020, but it is undoubtedly a prize that also carries a great responsibility", comments Apolónia Rodrigues, president of the Dark Sky Association.
These awards are organised by CEO Today, a UK-based international magazine for entrepreneurs and businesses.
