Enhancing Cultural and Creative Activities in a Touristic Region KnowInG | Launch Conference Palermo, Sicily | November 30, 2010 University of Algarve Division of Entrepreneurship and Technology Transfer (CRIA) Luís Rodrigues

the most southern region of Portugal residents - population increased in the last decade - large community of foreign residents Faro is the Capital of the region (public services, airport, university) 16 municipalities Climate: Temperate. Mediterranean characteristics Tourism is the main economic activity: - 60% of total employment - 66% of regional GDP One of the finest golf destinations in Europe ALGARVE

Sun (3000 hours) and Beaches Golf Sports and Adventure Business and Leisure Culture and Tradition Nature and Landscape 5 MILLION TOURISTS PER YEAR! WHY? Easy to reach, a lot to offer In addition Safety Health Care & Wellness Facilities Friendly and Authentic People Cosmopolitan Atmosphere Gastronomy Cultural Diversity and Events R&D Centers Libraries, Theaters, Cinemas QUALITY OF LIFE M EASURED BY THE A MOUNT OF D IFFERENT E XPERIENCES AVAILABLE IMPORTANT TO ATTRACT CREATIVE CLASS

THE UNIVERSITY OF ALGARVE Founded in Public Institution. Main research and teaching areas Marine Sciences Arts and Culture Tourism and Regional Development Agro-food Engineering and Technology Health Sciences (new and innovative medicine course) Offers research opportunities in several areas Annual Budget: 60 million €

7201Undergraduate students 807 Master students 372 PhD students 450 Research staff 8 Research centers 20 Research and development centers Scientific papers published (2009) 10% OF UALG STUDENTS COME FROM ABROAD : 54 COUNTRIES (E NERGETIC, T OLERANT AND M ULTI -C ULTURAL E NVIRONMENT ON C AMPUS ) UNIVERSITY: SOURCE OF CREATIVITY MANY IDEAS, RESEARCH OPPORTUNITIES AND CREATIVITY!

(VISITORS + RESIDENTS) + ACADEMIA (KNOWLEDGE) PEOPLE WITH IDEAS CREATIVE ACTIVITIES/ BUSINESSES

YET, A LOT TO BE DONE THE REGION HAS POTENTIAL TO DEVELOP CULTURAL AND CREATIVE BUSINESSES ANCHORED IN TOURISM 2 EXAMPLES: 1 PUBLIC (M UNICIPALITY OF L OULÉ ) 1 PRIVATE (N ATURA E CO -T OURISM )

A DIFFERENT AND UNIQUE MUSIC FESTIVAL MUNICIPALITY OF LOULÉ

W HAT : One of the biggest WORLD MUSIC Festivals H IGHLIGHTS : World Music; Gastronomy Shows; Plastic Arts; Street Animation; Dance; Handicraft; Workshops and Exhibitions P URPOSE : Promote the culture/ traditions of the Mediterranean countries W HERE : Historical Centre of LouléW HEN : End of June G OALS : Promote the town of Loulé; Qualify and differentiate the touristic offer Promote and revitalize the historic centre of the city through cultural dynamization MUNICIPALITY OF LOULÉ

ADDING VALUE TO TOURISM: Qualified Staff - Certified Tour Guides Connection to R&D Institutions (Marine Sciences) Educational Activities especially designed to meet schools programs Materials/contents in braille Partnerships with environmental associations High quality equipments and services

RICARDO BARRADAS (31 YEARS OLD) EDUCATION Degree in Physical Education. Master in High Performance in Sports OPPORTUNITY Boat tour services were all very similar and poor. IDEA Occured in Barcelona. Winner Business Idea Competion COMPANY CREATION 2008 ACTIVITIES Natura Schools; Natura Eco-tourism; Natura Groups and SME´s (Team Building and Team Fun) SERVICES Eco-Tourism Activities in Algarve (Land and Sea), with a Strong Cultural and Educational Component SUPPORT FROM UALG/CRIA Business Plan and Incubation; Licencising; EU Funding (Application); Contents and Research (Marine Sciences Center)

A LOT TO BE DONE (2) A LGARVE N EEDS TO : Retain and attract creative people Diversify regional economy Keep on promoting an entrepreneurial culture Define a public strategy and policy to nourish cultural and creative activities (long term)

 KEEP ON PROMOTING ENTREPRENEURSHIP GOAL : 80% of the students of all degrees WILL attend an entrepreneurship course by 2013 TOOL: BUSINESS IDEA COMPETITION (S HORT T RAINING P ROGRAM ) F OCUS : Cultural and Creative Activities/ Businesses  INFLUENCE CHANGE: NEW POLICIES WHAT CAN WE DO?

KnowInG = Opportunity GOOD IDEAS ARE MEANT TO BE IMPLEMENTED!

THANK YOU! Grazie! Luís Rodrigues 'A creative cluster includes non-profit enterprises, cultural institutions, arts venues and individual artists alongside the science park and the media centre. Creative clusters are places to live as well as to work, places where cultural products are consumed as well as made. They are open round the clock, for work and play. They feed on diversity and change and so thrive in busy, multi-cultural urban settings that have their own local distinctiveness but are also connected to the world'. Concept of CREATIVE CLUSTER, UNESCO