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“Allgarve” entertainment in full swing
• 13 Jun 2007 •
 THE entertainment and promotion programme set to enhance tourism in the Algarve region this summer, known as “Allgarve” is already under way. The programme, which started on June 8 and goes on until the end of October, includes classical music, contemporary art, jazz and world music concerts, parties, golf and sailing events, initiatives with an estimated cost of three million euros.
Developing the area of cultural and sporting activities is one of the government’s key strategies for the Algarve. “One of the points that need to be improved is the lack of glamorous entertainment”, said the Secretary of State for Tourism, Bernardo Trindade, at the presentation of the programme. The calendar of events is the result of a partnership between the government, Turismo de Portugal and some of the “most prestigious Portuguese institutions”, including the Fundação de Serralves and the São Carlos National Theatre, according to the Economy and Innovation Minister, Manuel Pinho. With the tagline “Lifetime Experiences”, the tourism investment programme for the south of the country will continue for the next three years, and will be publicised in a promotional campaign at home and abroad.
The ultimate goal is to appeal to a more sophisticated and demanding market, and therefore contribute to the enhancement of the image of tourism in the Algarve. According to the Economy Minister: “Tourism is at its highest level ever, but our ambition goes beyond this: we want more short-stay tourists, tourists on holiday and more foreigners who choose Portugal as a second home.”
The promotion of the programme is based on the “Allgarve” brand, a new identity which, according to the government, will facilitate a more aggressive approach to international marketing as a result of the inclusion of an additional “L” in the word.
The doubling of the letter creates the English word “All”, which, the government said, “will serve to draw attention to quality tourism in the Algarve.”
“This brand will be the showcase for a modern, attractive and sophisticated Portugal. We are going to change consumers’ perceptions,” stressed João Braz Frade of Mybrand, the company behind the concept. The programme of music opens with the “Festival Med”, which will be back in the historical centre of Loulé from June 27 to July 1, with 30 international groups playing world music, on four different stages.
Another musical highlight is a performance of the most famous work by the German composer Carl Orff: Carmina Burana. These secular songs, which were composed in 1937 based on texts discovered in 1803 in an old Benedictine monastery, will be performed at Faro’s Teatro das Figuras on July 14, 15 and 16.
Some of the major figures from the world of music who will be performing in the Algarve this summer are the former Roxy Music star Bryan Ferry, on July 29 in Loulé, and the exuberant Mexican singer Lila Downs, on July 24, in Quarteira beach. Elvis Costello will perform on July 31 at The Lake Resort.
On August 1, legendary singer, songwriter and Grammy award winner, Lionel Richie will be the guest star at Albufeira’s Sheraton Pine Cliffs’ summer Gala, Lloyd Cole will be on August 3 in Vale do Lobo, and Vaya com Dios, made famous by the unmistakable voice of Dani Klein, will be on August 5, at Albufeira’s Marina.
The “Allgarve” programme of events also includes a look at contemporary art. Here the main event will be a series of three exhibitions entitled “Livre Circulação / Toll Free: Serralves no Algarve”, produced by the Serralves Museum of Contemporary Art in Oporto.
The exhibitions bring together works by fine artists from the last four decades, and they can be seen at the Fábrica da Cerveja in Faro, the Convento de Santo António in Loulé and the Lagos Cultural Centre, from July 14 to September 30.
In addition to dance, music and art, this major entertainment programme encourages people to watch sporting events. These include the “Ladies Open of Portugal” golf tournament, which will take place at the Gramacho Golf Course in Lagoa from June 28 to July 1 and the World Kite Surfing Championship on Alvor beach in Portimão from July 23 to 29P. |  Return to Top
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