The Regional Secretary for Tourism and Transport highlighted the major economic impact of last year's edition of SATA Rallye Azores, noting that it brought a return over 13 million Euros, directly and indirectly, through the wide media coverage of the event.

"The return of SATA Rallye Azores, if there was any doubt, was clearly demonstrated today. Taking into account the figures released, the economic impact of this event exceeds 13 million Euros," said Victor Fraga. In this context, the government official specified that this amount includes "9.6 million Euros in terms of direct impact on regional economy and four million Euros in terms of media value, that is, the media coverage of this event."

Speaking Tuesday at the presentation of this year's edition, Vítor Fraga considered the competition as "the biggest sports event ever organised in the Azores with wide media coverage." The Regional Secretary stressed that this accomplishment was "not only achieved by promoters but also by all Azoreans," given the high visibility of this event; the latter plays a key role in the communication strategy with potential tourists.

"The broadcast of the competition, either by Eurosport or digital channels, is a good example of what we had to do in order to awaken the desire to visit us instead of other destinations," said the government official.

Vítor Fraga revealed that Region is concluding the Strategic and Marketing Plan for the Azores Tourism under the horizon 2020. This tool is intended to foster the development of new tourism promotion model, define new strategies for the improvement and promotion of the regional tourism offer and support the implementation of educational project for tourism.
According to him, this sector "is a driving force for other sectors of activity," adding that "hospitality is something that should be universal to entire society, that is, to all those who contact with our visitors, either directly or indirectly."

"It is essential that the Region, which has began to develop this strategic sector little over a decade ago, develop a culture of hospitality that will be put at the service of all those who visit us," said the government official.

The Regional Secretary pointed out that this educational program for tourism will promote in the next school year the introduction of specific contents for elementary and middle school students.

"This outcome of this effort will be visible immediately, but it will certainly be one of the most important actions in terms of developing a true culture of tourism for our Region," said the Regional Secretary.

Although the tourism industry is experiencing a moment of great confidence, Vítor Fraga pointed out that one cannot think that confidence means that everything is done. The new model of air accessibility allows us to reach to new market segments; nevertheless we need to use communication tools, including digital and social media, to attract potential tourists.
 
"We cannot forget the fact that if we are able to reach all these potential tourists, it also means that will be competing all the time with all world destinations," Vítor Fraga stressed, adding that "what will make visitors choose us instead of other destinations is to show that are not just good, but that we are simply the best."