The budget and Activity Plan of APAL - Albufeira Promotion Agency for 2024 have been approved. The General Assembly, chaired by José Carlos Rolo, Mayor of Albufeira, took place last Tuesday in the AHETA auditorium, where APAL's offices are located.

The activity plan includes various promotional actions throughout the year. Notable among them are the various workshops, following a model that has been adopted in partnership with members, presenting the destination to the press and operators while conducting a series of working meetings, commercial contacts, and business opportunities. It is with this format that APAL plans to organize several actions, including in Porto and Northern Portugal, Spain (Seville and Madrid), the United Kingdom, Germany, and the United States (Boston and New York).

In terms of fairs and promotional events, APAL will be present at the BTL - Lisbon Tourism Fair (February) and Top Resa in Paris (October), both with their own stands. Participation in fairs is coordinated in partnership with members and the municipality. In this case, registered participants can access a service counter and meeting and presentation areas under favorable conditions.

In 2024, APAL celebrates its 20th anniversary, and the Board of Directors will use this milestone to revamp its entire institutional and promotional image. Throughout the year, various actions are planned to commemorate the date. This includes changing APAL's corporate image with a new logo and its applications, a completely revamped member's guide, a corporate magazine, a new promotional video, and a published book with articles and reflections on the sector.

One of the highlights of the program will be the celebration event of APAL's 20th anniversary, the format of which will be presented soon. The aim is to organize a showcase of members that includes presentations and conferences, networking sessions, and a gala dinner.

Strengthening online promotion and developing digital campaigns are also among the objectives in the Activity Plan, with campaigns targeted at specific markets to promote products, specific times of the year, opportunities, and promotions. This also involves the redesign of APAL's promotional website (visit albufeira.pt) and the integration with content creation, social media, and digital marketing efforts.

In the introductory note to the presented document, APAL's Board of Directors also outlines objectives such as "attracting new members to further strengthen this project and enhancing communication with the ecosystem associated with the sector and the community in general."

According to Desidério Silva, President of the Board of Directors, "2024 will be a decisive year for establishing APAL as a fundamental player in the local business context, focused on promoting the Albufeira brand but also being a platform for sharing, debate, and reflection." He emphasizes the importance of "giving a new impetus to this association" and presents some of the measures to be implemented, including the "renovation of the institutional image, the development of a special program dedicated to APAL's 20 years, the presentation of new institutional and promotional communication supports, and the focus on putting into practice much of what resulted from meetings with our members and entities related to the sector, implementing a consensus strategy that represents added value for Albufeira, as well as for the companies and entities connected to APAL."

It's worth noting that APAL's budget is around 280,000 euros.