big waves

RIDING THE BIG WAVES IN NAZARÉ ON NATURE’S SHOULDERS POLICY BRIEF

Contributors

  • Authors:

    • Maria A. Cunha-e-Sá
    • Rita Freitas
    • Luís C. Nunes
    • Vladimir Otrachshenko

  • Affiliated Institutions:

    • Gulbenkian Oceans Initiative
    • NOVA School of Business and Economics
    • Centre for Environmental and Marine Studies (CESAM) at University of Aveiro

  • Contacts:

    • Maria A. Cunha-e-Sá: mcunhasa@novasbe.pt
    • Gonçalo Calado: gcalado@gulbenkian.pt

  • Acknowledgements:

    • Nazaré Qualifica
    • Pedro Pisco

  • Proofreading:

    • Catarina Espírito Santo

  • Graphic Design:

    • Formas do Possível, Creative Studio

  • Print:

    • Jorge Fernandes, Lda

Economic Studies and Local Economies

Growth of Interest in Natural Uniqueness

  • Recent studies show increasing significance of natural uniqueness and site-specific attributes for local economies.

  • These features are critical for attracting visitors to destinations in a global market.

  • Impact of Big Waves Campaign:

    • Launched in Nazaré (2010), significantly affected local economy by:
    • Decreasing tourism seasonality.
    • Potentially benefiting surrounding municipalities.

  • Inspiration for Other Municipalities:

    • Results from Nazaré's campaign could serve as a model for other regions facing similar challenges.

The Big Waves Media Campaign in Nazaré

Overview of Nazaré

  • Nazaré: Historical fishing community on Portugal's west coast.
  • Praia do Norte: Part of a limited number of global sites where big waves attract surfers.
    • Significant Wave Heights: Waves can reach up to 30 meters due to the Nazaré Canyon.
    • The canyon is one of Europe’s largest, influencing wave formation.

Historical Context

  • Perception of Waves: Historically viewed as threats to fishermen.
  • Launch of Media Campaign:
    • In 2010, Nazaré Qualifica and local government initiated a three-year campaign.
    • Involvement from private/public sectors aimed to promote waves and tourism.
    • Result: Increased popularity and recognition of the destination.

Campaign Results

  • Created necessary media infrastructure, leading to global awareness of Nazaré's big waves.
  • Increased visits from elite surfers and wave-watchers post-campaign.
  • Evidence: Google Trends data highlight increased interest in "Nazaré big waves" since 2010.

Municipal Strategy and Implementation

Tourism Promotion

  • Nazaré’s municipality aimed to enhance tourism competitiveness on a global scale.
  • Resource Allocation: Creation of Nazaré Qualifica (2007) to manage resources effectively.
  • Local Engagement: Collaborated with surfers and organized events (e.g., bodyboarding competitions) to showcase waves.

International Recognition

  • Surfer Engagement: Top surfers (e.g., Garrett McNamara) visited for recognition of the waves.
  • Following the campaign, several Guinness World Records and WSL awards acknowledged Nazaré’s big waves, enhancing cultural heritage.
  • Cultural Impact: São Miguel Arcanjo Fort was reopened as a museum to provide views of the big waves.

Economic Impact Assessment

Methodology Overview

Counterfactual Analysis
  • To gauge economic impact, a comparison of tourist flows in Nazaré pre- and post-campaign is performed.
  • Two Counterfactual Scenarios:
    • Scenario 1: Using data from nearby municipalities (excluding Nazaré) as the baseline for projections—assumes no campaign impact.
    • Scenario 2: Accounts for potential tourism spillovers into adjacent coastal areas, providing a broader economic impact perspective.

Results for Visitors

  • Observed a significant increase in domestic/international visitors post-campaign.
  • Statistical comparisons show differences in visitor numbers between campaign and projected scenarios.
    • Domestic Visitor Analysis: Illustrated through Figures 4a (observed vs. projected).
    • International Visitor Analysis: Shown in Figures 4b.

Economic Impact Estimates

  • Estimated economic impact of campaign:
    • Scenario 1: Approximately €7.87 million.
    • Scenario 2: Approximately €10.04 million.
    • Impact represents 32%-41% of total revenue from local hotel establishments from 2011-2014.
    • Methodology involved multiplying estimated visitor numbers by average expenditure per trip.

Future Implications and Research

Recognition of Local Attributes

  • Results imply that unique local characteristics can significantly enhance economic uplift.
  • Other municipalities may adopt Nazaré's strategy for similar benefits.
  • Strategic Investments: Utilizing specialized teams for targeted tourism promotion can optimize success.
Collaboration and Coordination
  • Importance of local stakeholder involvement and private investments in promotional campaigns aligned with public funding.
  • Unified Visibility: Recommendations for neighboring municipalities to coordinate tourism strategies to avoid resource wastage.
Understanding Visitor Preferences
  • A deeper understanding of visitor preferences is essential for improving tourism outcomes.
  • Variations in contribution from domestic vs. international tourists should inform targeted marketing.

Seasonal Challenges in Portuguese Tourism

  • Portugal is highly seasonal in tourism, impacting visitor distribution significantly (4.9 times more nights in peak (August) vs. off-peak (January)).
  • Nazaré’s campaign shows a potential way to mitigate seasonality by promoting off-peak attractions (e.g., big wave season from October to February).

Conclusion

  • Recognition and marketing of unique local attributes such as Nazaré’s big waves can contribute positively to local economies while preserving cultural heritage. Recommendations for future action include:
    • Encouraging strategic investments in local tourism initiatives.
    • Continuing collaborative efforts among municipalities to optimize tourism potential and reduce competition.
    • Conducting further research into visitor preferences to tailor marketing and engagement efforts effectively.

Institutional Background

Calouste Gulbenkian Foundation

  • Established in 1956, the Foundation focuses on arts, charity, education, and science in Portugal and abroad.
  • Engages in various activities to support projects and initiatives across disciplines.
  • Contact Information:
    • Website: GULBENKIAN.PT
    • Address: Av. de Berna, 45A, 1067-001 Lisboa, Portugal