Enhancing Cultural and Creative Activities in a Touristic Region

KnowInG | Launch Conference

Palermo, Sicily | November 30, 2010

University of AlgarveDivision of Entrepreneurship and Technology Transfer (CRIA)

Luís Rodrigues

• the most southern region of Portugal

• 430.084 residents - population increased in the last decade

- large community of foreign residents

• Faro is the Capital of the region (public services, airport, university)

• 16 municipalities

• Climate: Temperate. Mediterranean characteristics

• Tourism is the main economic activity:- 60% of total employment - 66% of regional GDP

•One of the finest golf destinations in Europe

ALGARVE

Sun (3000 hours) and Beaches GolfSports and AdventureBusiness and LeisureCulture and TraditionNature and Landscape

5 MILLION TOURISTS PER YEAR! WHY? Easy to reach, a lot to offer

In additionSafety Health Care & Wellness Facilities Friendly and Authentic People Cosmopolitan AtmosphereGastronomyCultural Diversity and EventsR&D Centers Libraries, Theaters, Cinemas

www.visitalgarve.pt

QUALITY OF LIFE MEASURED BY THE

AMOUNT OF DIFFERENT EXPERIENCES

AVAILABLE

IMPORTANT TO ATTRACT CREATIVE CLASS

THE UNIVERSITY OF ALGARVEFounded in 1979. Public Institution.

Main research and teaching areas

• Marine Sciences

• Arts and Culture

• Tourism and Regional Development

• Agro-food Engineering and Technology

• Health Sciences (new and innovative medicine course)

Offers research opportunities in several areas

Annual Budget: 60 million €

7201 Undergraduate students

807 Master students

372 PhD students

450 Research staff

8 Research centers

20 Research and development centers

+ 350 Scientific papers published (2009)

10% OF UALG STUDENTS COME FROM ABROAD: 54

COUNTRIES (ENERGETIC, TOLERANT AND MULTI-

CULTURAL ENVIRONMENT ON CAMPUS)

UNIVERSITY: SOURCE OF CREATIVITY

MANY IDEAS, RESEARCH

OPPORTUNITIESAND

CREATIVITY!

(VISITORS + RESIDENTS) + ACADEMIA (KNOWLEDGE)

PEOPLE WITH IDEAS

CREATIVE

ACTIVITIES/ BUSINESSES

YET, A LOT TO BE DONE

THE REGION HAS POTENTIAL TO DEVELOP CULTURAL AND CREATIVE BUSINESSES

ANCHORED IN TOURISM

2 EXAMPLES: 1 PUBLIC (MUNICIPALITY OF LOULÉ)1 PRIVATE (NATURA ECO-TOURISM)

A DIFFERENT AND UNIQUE MUSIC FESTIVAL

www.festivalmed.com.ptMUNICIPALITY OF LOULÉ

WHAT: One of the biggest WORLD MUSIC Festivals

HIGHLIGHTS: World Music; Gastronomy Shows; Plastic Arts; Street Animation;

Dance; Handicraft; Workshops and Exhibitions

PURPOSE: Promote the culture/ traditions of the Mediterranean countries

WHERE: Historical Centre of Loulé WHEN: End of June

GOALS:• Promote the town of Loulé; • Qualify and differentiate the touristic offer• Promote and revitalize the historic centre of the city through cultural dynamization

MUNICIPALITY OF LOULÉ

www.natura-algarve.com

ADDING VALUE TO TOURISM:

• Qualified Staff - Certified Tour Guides

• Connection to R&D Institutions (Marine Sciences)

• Educational Activities especially designed to meet schools programs

• Materials/contents in braille

• Partnerships with environmental associations

• High quality equipments and services

RICARDO BARRADAS (31 YEARS OLD)

EDUCATIONDegree in Physical Education. Master in High Performance in Sports

OPPORTUNITYBoat tour services were all very similar and poor.

IDEAOccured in Barcelona. Winner Business Idea Competion - 2007.

COMPANY CREATION 2008

ACTIVITIESNatura Schools; Natura Eco-tourism; Natura Groups and SME´s (Team Building and Team Fun)

SERVICESEco-Tourism Activities in Algarve (Land and Sea), with a Strong Cultural and Educational Component

SUPPORT FROM UALG/CRIABusiness Plan and Incubation; Licencising; EU Funding (Application); Contents and Research (Marine Sciences Center)

A LOT TO BE DONE (2)

ALGARVE NEEDS TO:

• Retain and attract creative people

• Diversify regional economy

• Keep on promoting an entrepreneurial culture

• Define a public strategy and policy to nourish cultural and

creative activities (long term)

KEEP ON PROMOTING ENTREPRENEURSHIP

GOAL : 80% of the students of all degrees WILL attend an entrepreneurship course by 2013

TOOL: BUSINESS IDEA COMPETITION(SHORT TRAINING PROGRAM)

FOCUS: Cultural and Creative Activities/ Businesses

INFLUENCE CHANGE: NEW POLICIES

WHAT CAN WE DO?

KnowInG = Opportunity

GOOD IDEAS ARE MEANT TO BE IMPLEMENTED!

THANK YOU! Grazie!Luís Rodrigues |lprodrigues@ualg.pt

'A creative cluster includes non-profit enterprises, cultural institutions, arts venues

and individual artists alongside the science park and the media centre. Creative

clusters are places to live as well as to work, places where cultural products are

consumed as well as made. They are open round the clock, for work and play.

They feed on diversity and change and so thrive in busy, multi-cultural urban

settings that have their own local distinctiveness but are also connected to the

world'.

Concept of CREATIVE CLUSTER, UNESCO