Africa-Press – Cape verde. Government launched a new tourist brand, to strengthen the image of the archipelago, capture new markets and transform each island into a destination, said the prime minister.
“We have sun and beach tourism, still with room to develop, and we will continue to invest, but we have other tourism to discover, nature, culture, events, which each island represents in a different and diversified way”, said Ulisses Correia and Silva, at the new brand presentation ceremony.
Designated in English: “The Islands of CAPE VERDE From the Heart”, the new tourist brand of the Cape Verde destination, symbol and promotional image, inside and outside the country, is a heart with various colors, representing the 10 islands, and His godfather is the Portuguese-Cape Verdean musician Dino D’Santiago.
For the head of Government, the new brand matches the country’s ambition, which understood that each island needs to be “an authentic, genuine and differentiating destination”.
Ulisses Correia e Silva highlighted the importance of the narrative that the brand carries and the history of the country, understanding that it was a “happy decision” to launch it in Cidade Velha, a world heritage site, due to the symbolism it represents and the potential to be developed.
The Prime Minister also highlighted the brand’s connection with the country’s notoriety and reputation, for democracy, good governance, stability, among other factors such as music.
For the Minister of Tourism and Transport, Carlos Santos, the country is beginning a “new start” in the sector and a “new window” to communicate with operators and tourists.
The government official said that the brand is the culmination of a planning process that began in 2016, when the current Government took power.
In the resolution approving the new identity, the Government mentioned that the sector grew from 2016 to 2019 at an average rate of around 7%, with the year 2019 exceeding the threshold of 800 thousand tourists, with a direct contribution to the Domestic Product Gross (GDP) of 25.6%.
Tourist demand reduced by around 75% with the Covid-19 pandemic, but in 2022 the country began to recover, with a record of around 830 thousand arrivals.
“Despite these advances, there is an immense potential for natural and cultural heritage resources that need to be integrated into the national tourist offer”, reads the resolution, noting that tourism still remained very concentrated on the islands of Sal and Boa Vista, with more 80% of the country’s tourist demand and around 90% of the accommodation capacity.
There is also an “excessive dependence” on certain source markets, especially Europe, and a “reduced number” of tour operators.
Therefore, the Government considers it essential to reformulate the Cabo Verde Brand, to “improve communication with the market and operators”.
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