The Portuguese National Tourist Office has appointed Miguel Perestrello as new director of tourism in the UK.
Perestrello, 35, is a former cabinet member of the Portuguese Secretary of State for Tourism. He was heavily involved in developing Portugal's National Strategic Plan for Tourism, a government programme implementing a series of initiatives to encourage the sustained growth of national tourism.
The London based tourist office works under the guidance of Turismo de Portugal, which recently won the 2008 World Travel Award for Europe's leading Tourist Board. The UK team of Teresa Ventura, José Aragão and Carlos Oliveira will report directly into the new Director of Tourism.
Perestrello will be working closely with the seven regional tourism promotion agencies responsible for promoting Algarve, Lisbon, Madeira, Porto and North of Portugal, Centro, Alentejo and Azores.
The Portuguese Ministry for the Economy aims for tourism to constitute 15 per cent of the country's GDP and 15 percent of employment by 2015. Currently these figures stand at 11 per cent and 10 per cent respectively.
In his early career, Perestrello worked in the youth tourism sector and was responsible for coordinating the expansion of the Portuguese Youth Hostel Tourism Network. He was instrumental in ensuring Portugal's participation in the International Youth Hostel Federation (IYHF) and European Union Federation of Youth Hostel Associations (EUFED).
Perestrello said: "UK tourists make up 30 per cent of visitors to Portugal. It is such an important market for us, and there's a huge opportunity to boost the number of UK visitors to the country - especially in the low season. Portugal has everything - sun and sea, gastronomy and culture, golf and sailing, and it is a fantastic destination for young and old alike. I'm excited to be here and to raise the profile of Portugal."
Less than two weeks into his appointment Perestrello travelled to the Azores to attend the AGM of the Association of Tour Organisers to Portugal (ATOP) where he gave a presentation outlining his background and commitment to promoting UK tourism in Portugal.
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