TAP Brazil has been awarded the Tourism Merit Medal

TAP has made a decisive contribution towards turning Brazil into one of the biggest source countries for tourists to Portugal. The Portuguese national airline’s strategy was implemented through its branches, which served as the ideal vehicles for promoting tourism in Portugal in source country markets.

In recognition of this, the company was awarded the Tourism Merit Medal during the World Tourism Day commemorations. “Most of all, this award recognises the role that TAP, and TAP Brazil in particular, has played in a truly strategic partnership with Turismo de Portugal in this market.” says Cecília Meireles, Secretary of State for Tourism.

TAP has worked to create a strong presence for itself in Brazil and the airline already flies to ten Brazilian destinations: Rio de Janeiro, São Paulo, São Paulo/Campinas (Viracopos), Fortaleza, Salvador, Recife, Natal, Brasília, Belo Horizonte and Porto Alegre, operating an average of 75 flights per week.

These routes generated passenger traffic of more than 1,400,000 in 2010, and traffic is expected to increase nine percent in 2011 to 1,560,000 passengers. July was the best month ever, with 159,000 passengers passing through the airline’s hubs in Lisbon and Porto on their journeys to and from Brazil. “Last year TAP was the country’s top exporting company, making it very important to the Portuguese economy. We have put together a strategy that has a unique competitive advantage for Brazil” says TAP Administrator Luiz Mór.

TAP’s work in Brazil was highlighted because of the strong stimulus it has given to the national economy. According to data from Turismo de Portugal, the Brazilian market is the 7th largest source of tourism revenue for Portugal and was responsible for a 22.7 % increase in the number of guests, a 24.5 % increase in overnight stays and a 21.7 % rise in revenue through June 2011.

TAP was elected World’s Best Airline to South America in 2010. The airline has been nominated again in 2011 and could hold on to the title this year. Luiz Mór adds that there is something new this year. “TAP has also been nominated as Best Airline to Africa” he reveals. He calls on all his colleagues to vote, since this honour will give the airline even greater visibility and strengthen its place in the international market.

The TAP report is available for viewing on YouTube here.