TURIHAB - Solares de Portugal

DEVELOPMENT AND CONCEPT OF “TURISMO NO ESPAÇO RURAL.” TER

Tourism helps to bring different cultures together, which is becoming more and more important for rural development. In Portugal, the development of Rural Tourism is very important: justifying some reformation of current legislation.

The development of Rural Tourism has encouraged a more 'intimate' kind of tourism, giving the visitor more contact with the local way of life and culture. This Rural Tourism ranges from great palaces and manor houses, to large country houses, farmhouses and rustic cottages, each with its own particular character and charm. The house owners become very much involved, serving breakfast and offering local information and conversation: a completely different experience than that offered at rural hotels, guest houses, campsites...

"Turismo no Espaço Rural" encompasses three different types of tourism:

"Turismo de Habitação", "Turismo Rural" and "Agroturismo". The general concept of these is to preserve the country's manor houses, traditions, culture, typical architecture and the traditional, rural ways of life.

The houses must be integrated into local typical architectural styles, and the owners willing to tell local history, and that of the house; and to give information with enthusiasm, on local gastronomy, festivals, handicrafts, traditions and places of interest nearby.

"Turismo de Habitação" was the first of the three types of accommodation to be introduced (with "Turismo Rural" and "Agroturismo" following in 1987/8). The concept began in four pilot zones: Ponte de Lima, Vila Viçosa, Castelo de Vide and Vouzela. However, it is now at its most developed stage in Ponte de Lima, where the TURIHAB organisation is now based.

The houses in the "Turismo de Habitação" classification today, are largely palaces or large luxurious manor houses. Government legislation now states that they should have a maximum of ten rooms, all of which have a private bathroom.

A visit to a "Turismo de Habitação" house offers the guest an insight to the way of life of the Portuguese gentry, in a rural setting.

"Turismo Rural " houses are of a rustic style; again which should have a maximum of ten bedrooms, with a minimum of one bathroom per two rooms. The given definition is:

" Houses of adequate size, furnishings and quality decor, giving the tourist a quality service, and contact with the way of life of the rural community."

Thus, the concept differs slightly in that the guest sees the way of life of the majority in a rural society, rather than just the top strata.

Finally, the major objective of "Agro-Turismo" is the preservation of agriculture and is based on working farms. The number of bedrooms and bathrooms required is the same as for "Turismo Rural".

THE CONCEPT AND NATURE OF TURIHAB

The first meeting of TURIHAB took place in Ponte de Lima, March 1983.

"Turismo no Espaço Rural" was recognised as being an important contributory factor to the growth of tourism in the region: thus a need for a co-operative organisation for common interests was seen.

The major objective in mind when TURIHAB was first formed, was for the preservation of the region's magnificent manor houses and of its traditions and culture. The president of  TURIHAB, Francisco Calheiros, sees it as important to promote the spirit of the association, the "corporate identity" as is shown in his statement:

" We are a big family, with common interests, and will benefit in the elimination of competition between us, and the maximum of cohesion and co-operation: concentrating upon projecting a quality image".

TURIHAB is an association with 100 members. The second objective was to initially bring together these houses, which all have common interests. Thus benefiting in the elimination of competition between them, with the maximum cohesion and co-operation. Therefore concentrating upon projecting a quality image.

ALSO:

- To preserve the region's magnificent "Solares de Portugal" and it's traditions and culture.

- To provide accommodation for tourists in the rural regions where it otherwise would be difficult to stay.

- To represent the members of the association, as one body, to the government.

Product Organisation

To be able to market the product effectively TURIHAB has developed the Trade Mark Solares de Portugal two  classification systems, one according to the type of house and the other in relation to the house's price level. The types of houses range from 'Casas Antigas' to 'Quintas & Herdades' and 'Casas Rústicas'.

 “Casas Antigas” are elegant manor houses and country estates most often originating from the 17th and 18th Centuries.  Their architecture is of great heritage significance, the various styles reflecting the distinct chapters in the history of Portugal.  Corresponding to “Turismo de Habitação”.

“Quintas and Herdades” are agricultural farms and estates, within a rural setting and atmosphere, whose main houses encompass architectural styles from the classic to the rustic.  Corresponding to “Agro-Turismo”.

“Casas Rústicas” are distinguished by their type of construction, being of simple architectural style and utilising regional materials.  Generally of smaller dimensions, they contain simple and practical, but comfortable furnishings.  Located in the heart of rural villages or within farms, they offer an excellent opportunity to appreciate the peace and tranquillity of the country life. Corresponding to “Turismo Rural”

Promotion

TURIHAB's main promotional tool are the two brochures. These being the main point of contact with potential clients. They give some information about the concept of TER, a list of the Solares de Portugal, and a selection of photographs.

TURIHAB attends various travel-trade fairs. These fairs are the ideal opportunity to make new contacts with tour operators and travel agents. World Travel Market (London), ITB (Berlin), FITUR (Madrid), TUR (Gutemburg), and BTL (Lisboa), resulting in much publicity for TURIHAB.

TURIHAB has developed good contacts with journalist from quality publications in the major markets, often initiated by the National Tourism Office of that country.

TURIHAB has also been involved with T.V and radio promotional programmes in Portugal and Europe reaching out to an even wider market.

TURIHAB also arranges Educational Visits for tour operators and other tourism organisations in order to increase awareness of Solares de Portugal.

TURIHAB is member of Europe of Traditions.

MARKETING

Major Markets - The majority of TURIHAB customers are English, followed by Portuguese, Germans, Dutch, French, Canadians, Americans, Spanish and Scandinavians,- roughly in that order. These are largely families or couples of approx. 40-60 years old; the Portuguese and Spanish markets tending to be younger, of about 30-40 years.

All the external markets are growing, with Germany and Overseas Markets (E.U.A., Brasil, Australia and Italie)., being the most rapid. Additionally, new contacts have been initiated with Belgium and Austria. The network of Europe of Traditions under the internet website is responsable for a important marketing development as an example all the sites of www.europetraditions.com,  “ www.solares-de-portugal.com”, www.center.pt .

CENTRAL BOOKING

In order to successfully manage the bookings of the houses TURIHAB completes all it's bookings through a Central Reservation System.

TURIHAB existed as an association in the early stages for the preservation of the houses, mostly by providing accommodation for tourists in private houses. However, it was later decided to develop a" central reservations "system for the TURIHAB houses for several reasons:

- It was more feasible for the houses to negotiate with tour operators, as TURIHAB can offer  a total of over 1500 beds, whereas a single house can only  offer 4/5 rooms; tour operators cannot risk dealing with so few bed spaces.

- The elected working committees (see annexe 1) have the necessary knowledge of the tourism industry, in order to carry out these negotiations successfully to the greatest advantage of the TURIHAB members.

- It is simply far more convenient for all concerned to have a central point of contact, for reservations and promotional objectives. For example, there can be a lack of communication concerning direct reservations to the houses, as there is no reception, full-time staff, telex, etc., and the owners sometimes do not speak English or French.

STRUCTURE OF TURIHAB

There are four small working committees within TURIHAB: all but one of which (the "Comissão Consultiva"), are comprised of, and voted by, the house owners themselves, thus ensuring a high level of co-operation and representation for the houses. The following is a brief description of the various committees.

1) Direcção

This committee comprises of five elected members: a president, vice-president, accountant, secretary and one other member. This group oversees the day-to-day organisation and marketing of TURIHAB. Additionally, they are sometimes called upon by the government to give lectures at conferences concerning "Turismo de Habitação"

2) Assembleia Geral

This committee sets down the rules which all houses are to abide by. Within it are a president, vice- president  and secretary, also elected by TURIHAB members.

3) Conselho Fiscal (Fiscal Council)

There are four people in this council who oversee the accounts, and regularise budgets, etc.

4) Comissão Consultiva

This comprises of three members, who are chosen by the Direcção who are generally one of the best in their respective professions. This group offers advice to the house proprietors on interior decor, refurbishment’s, renovations etc., ensuring that the houses remain in authentic local styles during any re-developments.

In addition, this committee assists in the classification of new members.