Guimarães, the birthplace of Portugal, sought to enhance its tourism appeal and overcome challenges in international recognition. Bloom Consulting partnered with the Guimarães Town Hall to develop a comprehensive strategy. The research identified obstacles such as short stays, tourist concentration, decreased appeal among young people, and limited international recognition.
The strategy, known as “Vimaranense Determination,” aimed to showcase the authenticity, hospitality, and pride of the local people. It emphasized unifying the territory, diversifying audiences, and enhancing stakeholder engagement. Four behaviours were identified: Pride of History, The Ultimate Host, Active Participation, and Love for the Territory.
To implement the strategy, collaboration between the city council, local associations, and residents was crucial. The involvement of the community would serve as a catalyst for promoting Guimarães to both local and international audiences. Adapting messages to target different age groups and expanding international demand were also emphasized.
Guimarães aimed to attract more visitors and instil a sense of Vimaranense determination in all who experienced the city. By partnering with Bloom Consulting and implementing this comprehensive strategy, Guimarães strived to strengthen its positions as sought-after destination, showcasing its historic significance and vibrant cultural heritage to the world.
