Hélder Martins is an unavoidable figure in the tourist landscape Algarve. With an extensive career, which includes relief positions in the public and private management of the tourist sector, such as the presidency of the Algarve Tourism Region and the leadership of important hotel projects, the Presidency of AHETA – Association of Algarve Hotels and Tourist Enterprises assumed in 2022.
This year, while Aheta celebrates three decades to the regional tourism service, the association reinforces its commitment to “add value to the Algarve”. It is in this commemorative and reflective context that we have talked to Helder Martins, recognized for his strategic vision and the ability to face complex challenges with a clear and informed perspective.
In this great interview with the Algarve postcard, Hélder Martins analyzes Aheta’s 30 years of activity, addresses the main challenges that the sector is currently facing and traces ways for the future. From structural issues to the urgent need for qualified labor formation and retention, through the environmental sustainability and the strategic defense of regional interests with the decision -making centers, this conversation offers a detailed and realistic view of the Algarve tourism and its vital role in the economy and society of the region.
P – 30 years later, what are the main achievements that highlights AHETA, and how does it evaluate the impact of the association on the tourist and economic development of the Algarve?
R – AHETA is today one of the main partners in the region, and is part of many organisms in representation of the sector of hotels, tourist real estate and animation.
It is very important to transmit our opinions and collaborate in the definitions of strategies for the region.
P – It assumed the presidency of Aheta succeeding the Elideric Viegas, an emblematic figure of Algarve associativism. What specific legacy would you like to preserve or reinforce?
R- Elidérico Viegas played a key role in the creation of the association, allowing the Algarve to have an independent voice in this area, no longer being dependent on Lisbon, in terms of associative representativeness.
I tried to maintain this independence seeking to affirm the association with the region and the country, what I think has been achieved.
Each leader has his profile, his way of acting and I think that, with me and with the elements of the social bodies of Aheta, to which, since 2022, we have tried to be interventive, without being conflicted, which was productive.
We do not live for the show-off, when we can treat the subjects directly, without causing damage to the image of destination.
P – What are currently the main challenges faced by the Algarve tourist sector, and how does Aheta intend to intervene to overcome them?
R – AHETA has been present in all causes of the sector and the Algarve. After Covid, we supported all companies, our associates, and not only, trying to all companies could “survive” after such a critical period. Soon after the problem of labor scarcity arose, which motivated terms of removing rooms from the market because it was not able to prepare them, end restaurant rooms, etc.
Then came the problem of lack of water and once again, along with RTA and other Algarve associations, we worked together to ensure greater efficacy in consumption, combat waste and greater awareness of tourists.
And we continue to have the problem of lack of accommodation for our workers, where we have been working with the government, Turismo de Portugal, Amal, CCDR and other entities in search of a future solution.
P – How do you evaluate the relationship between the Algarve and the central powers in Lisbon, namely in the negotiation and influence of public policies linked to tourism?
R – Lisbon’s powers are always centralist and we have often shown that proximity better solve problems.
But we continue to be dependent on the capital, with even cases where only with a lot of persistence can we “bring the water to the mill.”
We have often shown that proximity better solves problems
I want to say that in tourism is perhaps the sector where relationships are better, both through tourism of Portugal and the Secretary of State.
However, we continue to be unable to solve problems such as RTA’s lack of financing, where we have continued to be similar to those I groped for 20 years, only now without autonomy, which we have lost since 2008.
P – During the celebrations of Aheta’s 30th anniversary, the need to “add value” to the Algarve was highlighted. What concrete strategies are being thought to achieve this goal?
R – The Algarve has to be rethought by all the interveners. The word quality is fundamental in the competition between tourist destinations. But this quality has to be present everywhere. It is not enough that within the venture is all at the highest level and abroad this quality is not accompanied. So now that we are on the verge of a new municipal cycle is critical that we are all aligned with this goal.
We will not be able to compete for the price because there will always be cheaper destinations, especially in areas outside the European space. In these countries taxes, facilities given to companies, investments on sale will always be greater than in our country. Thus, we have no choice other than competing in this global world for quality.
P – Having held positions of relevance in tourism, from the tourism region of Algarve to private management, how do you see the evolution of the quality of tourist services in the region over the past decades?
R – Yes, for years we have grown essentially in quality, but in recent years the bet has been quality. Our great need today is to recruit quality frames to be able to improve the entire value chain. However, there is still constraints such as low wages, lack of housing for our teams, so we have been trying, with governments, helps in these senses, namely reducing the tax burden with people and companies and the possibility of building the housing that our employees need and should be equated with social housing.
The Algarve has to be requalified
P – The scarcity of skilled labor has been a recurring theme in the Algarve. What are the aheta proposals to improve talent formation and retention in the sector?
R – In recent years we have had many training projects, both of the specialty companies and IEFP and we can say that companies and their employees who want to train, this is available. Talent retention is defined in the previous response, especially with better salaries and more facilities for employees. However, there is still a long way to go in this regard.
P – According to its recent statements, border control and security issues have been problematic for Algarve tourism. What needs to be done urgently to resolve these issues?
R – All processes that suffer evolutions are expected to be to improve. In this case, what has been verified is that, by European Union guidelines, the process of entry and exit of people from outside the Schengen space has become more demanding. And when at the same time they rearent ten or twelve planes in Faro, especially from the United Kingdom the situation has been terrible.
We received confirmation of reinforcing human means this week, and we think that the most urgent will be to put in services all the control posts, namely the automatic. It is demotivating to all try to have more tourists and then the complications at the entrance are brutal. In this process, the United States flights that took so long to achieve and now we are complicating the entry and exit of passengers at the borders.
P – During the Tourism +30 Conference, experts discussed trends and challenges for the future. What emerging tendencies should you shape Algarve tourism in the coming years?
R – The Algarve has to refurbish itself. We have hotel units over 50 years in unique places, but they need to adapt to the new trend in the world offer. The Algarve has been increasingly receiving investment intentions from major international chains, but we have not yet reached the real luxury sector. To have a complete offer we have to cover all the market trends. Even a three -star hotel has to have quality to be competitive. It is in this path that we have to follow.
P – As president of Aheta, what are their main priorities for this mandate and what legacy do you want to leave when this mission is done?
R – I want to make an increasingly strong and representative association. I would like to participate in processes of concentration of associative structures so that each association is stronger in the regional and national context. It is knowledge of all that we have more associations. Each time there was an electoral act in an association, the losing candidate founded a new entity and this is not the right way. Thus, with each passing day we seek to affirm AHETA as a true regional and national partner and make the voice of our members.
P – What measures do you consider fundamental to ensure the environmental sustainability of the Algarve as an international reference destination?
R – The environment must be one of the themes that is present every minute of our management. An environmentally correct destination is more competitive.
So we have to be more demanding with the role of each in these areas. Each time there is a sewage discharge on an Algarve beach is an environmental crime that brings heavy “costs” to the destination. Each time it is discharged into any space, it is the same. Therefore, since the awareness of these and other areas, such as the savings of our resources, takes one or two generations, perhaps, the penalty system must be more demanding and relentless.
P – What can we expect from Aheta’s coming years and what role does it intend to personally assume in defending the interests of the Algarve?
R – I have no doubt that it will remain one of the main players in the sector that should bring our claims to its proper place and continue to improve fate in all areas. Personally, and as I always did, I will continue to make my contribution to the region where I was born, lived and worked, all my life, where my fellow citizens consider that I am necessary. Whenever my dynamism is considered useful, I will say yes!
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