Algarve tourism associations to merge in bid for stronger industry voice

Two of the Algarve’s leading tourism associations are set to merge in a move aimed at strengthening the region’s representation and influence within Portugal’s tourism industry.

The Algarve Association of Hotels and Tourism Enterprises (AHETA) and the Algarve Association of Hoteliers and Similar Industries (AIHSA) will sign a Memorandum of Understanding on July 6, marking the first formal step towards creating a unified organisation.

The signing ceremony will take place at Quinta do Canhoto in Albufeira and will be attended by Secretary of State for Tourism, Trade and Services, Pedro Machado.

According to the two associations, the merger is intended to create a stronger, broader and more representative body capable of speaking with a single voice on behalf of the Algarve’s tourism sector.

AHETA, based in Albufeira, was founded in 1995 and represents businesses operating in the hotel industry, tourist property developments, tourism entertainment and local accommodation.

AIHSA, headquartered in Faro, has represented the hospitality, restaurant and beverage sectors since 1971, traditionally acting as a bridge between businesses and public authorities.

The organisations say combining their expertise and membership will “reinforce the Algarve’s position as Portugal’s leading tourism destination” while strengthening dialogue with government and other stakeholders.

The memorandum signing will be preceded by speeches from Pedro Machado, AHETA president Hélder Martins and AIHSA president Daniel do Adro.

Guests will be welcomed from 6pm, with institutional addresses beginning at 6.20pm. The memorandum is scheduled to be signed at 7pm, followed by a cocktail reception featuring a tasting of Algarve wines.

Those wishing to attend the ceremony must register in advance by June 29.

The planned merger brings together two organisations with more than five decades of combined experience representing tourism businesses in the Algarve, at a time when the sector continues to face challenges including labour shortages, sustainability, competitiveness and evolving visitor expectations.

Inês Lopes

Newspaper editor at The Portugal Resident