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Centro 2020

Incentive System for Entreprises - Internationalisation of SMEs

Project Title: Internationalization Upstream - Try Portugal e Try Out - Digital Economy and E-commerce.

Project Code: CENTRO-02-0752-FEDER-047920

Thematic objective: OT3 - Enhancing the competitiveness of SMEs. Individual projects - Internationalization E-commerce and Digital Transformation

Region of Intervention: CENTRO

Beneficiary: Upstream - Valorização do Território, S.A.

Date of approval: 15/04/2021

Start Date: 08/06/2020

Completion Date: 06/06/2022

Investment: 389,650,00€

EU financial support: 143.617,50€

Objectives, activity and expected results: Upstream - Valorização do Território S.A. intends to invest in a concerted way in the creation of "Marketplace" digital platform in order to be able to exponentially sell its products and offers, in particular in the international market, where it has already been developing some contacts. Upstrem also aims to be a reference in the international promotion of the destination Portugal for Experiential Tourism, privileging an innovative and digital posture that incorporates the differentiating assets that enrich the tourist experience, integrating and valuing the agents of the tourism value chain. Its mission is to develop the technologies, to structure the partnerships that allow to assume the leadership in the creation and commercialization of Active Tourism, Cultural and Sports programs and events, that contribute to the valorization of the interior territories and promote the destination Portugal in the International markets, consolidating its position in the segments to which it is proposed.

Objectives:

(1) Invest in the international promotion of the TRY PORTUGAL brand in the online tourism operation for Active, Cultural and Sports Tourism in Portugal;

(2) Develop digital tools to introduce new methods of a collaborative relationship with partners, greater efficiency in the creation and management of tourism content and more effective international communication, distribution and marketing processes;

(3) Participate in the digital transformation of international tourism, leveraging the expansion of brands to other destinations and leveraging cross-selling with international marketing companies;

(4) Consolidate the innovative positioning in the structuring of differentiated tourism products, which provide distinct and genuine experiences especially in the interior of the country, and which correspond to the motivations of demand;

(5) Contribute to the strengthening of Portugal’s tourist positioning in the main international broadcasting markets, while valuing the country’s natural and cultural heritage.

Actions in progress/completed:

  • Availability of the new TRY PORTUGAL brand with AI technology for B2B and B2C data access and processing, ensuring digital distribution and marketing, supported in strong international promotion.
  • Expansion of the concept and technology for proximity markets (Spain) and for others that result from partnerships with international operators.
  • Co-production of international events that enhance and expand the distribution of tourism in the issuing markets.

 


Incentive Systems: SI2E - ATRAIR

Project Name: Focus on innovative business models and on the valorization of immaterial factors of competitiveness in order to achieve an active presence in the global market, through the valorization of the Territory and the promotion of the Portugal destination in international markets.

Project Code: CENTRO-04-3827-FEDER-001579

Main objective: Other interventions to support entrepreneurship and job creation (AG interventions).

Region of Intervention: CENTRO

Beneficiary: Upstream - Valorização do Território, S.A.

Date of Approval: 02/04/2019

Start Date: 11/21/2018

Completion Date: 05/20/2021

EU Financial Support: €88,163.19

Objectives, activity and expected results:

Operation TRY CENTRO DE PORTUGAL - NEW ACTIVE TOURISM PRODUCTS, EVENTS AND SERVICES, CULTURAL AND SPORTS IN NATURE is a project of UPSTREAM SA which presents as its mission the Valorization of the Territory through the promotion of the destination Portugal and its Natural and Cultural Heritage, in foreign markets, acting within the scope of Active and Cultural Tourism and leveraging local-based development opportunities with global reach. In this follow-up, UPSTREAM develops its activity based on the following strategic axes:

(1) Valorization of the territory, promoting the integration, in a sustainable way, of endogenous, natural and cultural assets and resources, in differentiated and customized tourism products;

(2) Focusing on Foreign Markets, Customers, Specific and Niche Activities;

(3) Establishment of Cooperation Networks and synergistic articulation with Tourist Agents and formation of local Partnerships that allow gaining scale and capacity in the offer;

(4) Development and Promotion of new Brands that are articulated among them, based on the endogenous Products and Services developed in the Territory;

(5) Structuring and development of a set of Services and Products that integrate into tourist packages of national scale, in the areas of Active Tourism, Welfare and Cultural/Creative Tourism.

Objectives:

Operation TRY CENTRO DE PORTUGAL aims to increase the training and qualification of the company for the structuring and marketing of innovative products of Active, Cultural and Sports Tourism that integrate the natural and cultural assets of the Interior territories of the Central region, aiming at the enhancement of the Territory and a progressive increase of its competitiveness and tourist notoriety in the international markets.

Actions in progress/terminated:

  • Introduction of new methods and digital tools for work organisation and capacity building for management, design and registration of own brands TRY PORTUGAL, TRY IBERIA and CIS - Caminhos Ibéricos de Santiago;
  • Promotion of the development skills of tourism products and services with presence in international fairs FITUR and ETOA;
  • Increase competitiveness, with subsequent impacts on Upstream’s local turnover.
  • Hiring 2 qualified technicians to assist the company in the process of developing new products, namely in the promotion, dissemination and development of actions at the international level.

 


Incentive System: SI Internationalization

Project Name: Focus on innovative business models and on the valorization of immaterial factors of competitiveness in order to achieve an active presence in the global market, through the valorization of the Territory and the promotion of the Portugal destination in international markets.

Project Code: CENTRO-02-0752-feder-025556

Main objective: Enhancing the competitiveness of small and medium-sized enterprises

Region of Intervention: CENTRO

Beneficiary: Upstream - Valorização do Território, S.A.

Date of Approval: 18/05/2017

Start Date: 01/07/2017

Completion Date: 12/31/2019

UPSTREAM dedicates its activity to the organization of activities, experiences, programs and events of tourist, sports, environmental, cultural and well-being, that use and value the natural, cultural and heritage resources of the national territory. The company promotes and manages a network of services and a "booking" platform for its portfolio of promotional experiences and those developed by the network of partners to be established. This platform will allow the elaboration of routes, maps and "road-Books" georeferenced according to the traveller’s preferences.

Objectives:

Promote Portugal in foreign markets, adapting to the changes and diverse motivations of tourists;
Focus on digital marketing actions to promote the service, while investing in the creation of its own tourism programs in order to provide diversified experiences to its customers.

Actions underway:

  • Participation in international fairs, as an exhibitor, such as FITUR Madrid, ITB Berlin, WTM London, ABAV São Paulo;
  • Web presence: bet on SEO campaigns to increase company visibility in search engines;
  • International brand development and promotion: international brand development and registration, increasing the company’s reputation in foreign markets and creating a strong and solid image at the international level;
  • Prospecting and presence in international markets: conducting prospecting actions in international markets with the aim of studying the markets and offers of competitors, as well as raising new customers and developing partnerships in foreign markets. Additionally, Upstream will perform reverse mission actions in order to make the company and its products known to customers, operators, media and bloggers;
  • International marketing: carrying out a market survey aimed at analysing target markets and defining the internationalisation strategy and drawing up an international marketing plan with the aim of obtaining information about competitors and defining the actions to be developed;
  • Development of multilingual promotional material to present the company and its services to customers;
  • Upstream will conduct marketing actions in domestic hotel units for foreign tourists who are staying there and will hold a photo gallery and promotional videos that will be made available on the website so that potential customers and partners have access to and shall be used for international leave in order to disseminate products, the brand and the company to as many customers as possible;
  • The company will invest in the hiring of international public relations advisory services to assist in the actions taking place in foreign markets, namely translation services, press advice, follow-up and product launches;
  • Develop content for the dissemination of services and the company in external markets through digital advertising and in the specialized press, newsletters, blogs and articles;
  • The company will develop promotional exhibitors to support the materials during the promotion actions that increase the visibility of the company;

Introduction of a new organisational method in commercial practices or external relations:

  • Hiring 2 qualified technicians to assist the company in the internationalization process, namely in the promotion, dissemination and development of actions at the international level.

The company intends to internationalize 21 foreign markets.

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