9. Knowledge and innovation: fosters the generation and incorporation of knowledge in production activities, creating closer ties between research and knowledge centres and the key concerns of the sector, and subsequent materialisation in terms of business activity, by means of innovation aimed at promoting sustained competitiveness. 10. Efficiency in the State-Company relationship: building towards a culture intended to support investors and investment, eliminating unnecessary or ineffective steps, and simplifying relations with companies.11. Business modernisation: makes it possible to reinforce the competitive positioning and capacity of Portuguese companies in the international context, fostering adoption of advanced technologies, access to platforms and services offering greater visibility and better understanding of the preferences of potential customers, together with the best conditions in order to sell tourism products.
The implementation projects for the development of tourism in Portugal, are as follows:
1. Products, destinations and poles: involving structuring and development of distinctive and innovative consumption proposals, framed from the customer perspective, based on capitalising upon the natural vocation of each destination, aligned with the overall value proposal for Portugal, that makes it possible to compete successfully in target markets.2. Intervention in zones of tourism interest (urbanism, environment and the landscape): focuses upon a rigorous and selective, multidisciplinary and multi-entity intervention process, offering gains in terms of coherence and action capacity in order to improve the urban, environmental and landscape quality of the territory, as a fundamental component of the tourism product and the global attractiveness of Portugal and its regional destinations.3. Development of distinctive and innovative content: requires the development of Portuguese traditional content, associated to the History of Portugal, literature or music, together with ensuring suitable conditions for enjoyment of the Portuguese cultural and gastronomic offer, making it possible to offer distinctive and innovative experiences to tourists who select Portugal as a holiday destination.
4. Events: coordinate attraction of events with international projection and promotion of a national, regional and local calendar of cultural, sporting and entertainment activities that contribute towards enhancing the value proposal of each destination, and strengthening the brand image and notoriety of Portugal.
5. Air access: brings Portugal closer to the main tourism outbound markets in Europe by strengthening air access between Portuguese destinations and foreign cities and regions that have greatest tourism potential.6. Brands, promotion and distribution: focuses activity across different segments, by each outbound market, based upon innovation and communication of differentiated value proposals in function of the target markets, with a strong commitment to the Internet Channel and proactive management of the relationship with potential visitors to Portugal.