Algarve Region Unites Its Tourism Power: Two Major Hospitality Associations Come Together Under a Single Umbrella

Two major business associations operating in the Algarve region, one of Portugal's most important tourism hubs, have decided to join forces. The AHETA and AHISA associations, representing the hotel and tourism management sectors, signed a memorandum of understanding to establish AETA (Algarve Tourist Enterprises Association), a new and more inclusive structure. The signing ceremony took place in the city of Albufeira, in the municipality of Faro, and was honored by the Secretary of State for Tourism, Pedro Machado, as well as the presidents of Turizm de Portugal and Confederação do Turismo de Portugal. This historic merger aims to significantly increase the representation of the region's tourism sector before public and private institutions. Authorities stated that they expect the merger to be completed by the end of 2026.

Hélder Martins, president of AHETA, emphasized that this merger is finally being realized after years of failed attempts. Martins admitted that both organizations had turned their backs on each other in the past and failed to reach an agreement for a long time despite various initiatives. However, the display of a common will by the current leaderships and a constructive dialogue that began during an official ceremony paved the way for the process. Martins noted that the two associations represent complementary sectors and share common goals, stating that this vision is the driving force behind the merger. It was also reported that thanks to meticulous execution of legal and administrative processes, the current point was reached without rushing.

According to the announcements, AHISA, established in 1971 and boasting approximately 900 members, predominantly represents the hotel and restaurant sectors. AHETA, with its 300 members, brings together hotel, tourist animation, and tourism-related real estate activities under its umbrella. The merger of these two different focal points aims to create a single non-governmental organization covering a much broader spectrum of the tourism ecosystem. The newly established AETA name reflects a broader vision encompassing not only hotels but all tourism-related organizations. Thus, instead of a fragmented industry structure, the plan is to act as a single, strong voice.

Hélder Martins pointed out that institutional fragmentation has been a traditional tendency in the Algarve region. He stated that this merger carries a symbolic value in showing businesses in the region how powerful acting together and showing solidarity can be. It was emphasized that different tourism enterprises can also become members of the new association under the AETA umbrella, thereby expanding the sector's representation capacity. It was noted that tourism, which plays a central role in the region's economy, can achieve much more effective results before the public and official authorities with a single advocate. This move is expected to ensure that the tourism sector faces future challenges in a more prepared manner.

While the signed memorandum of understanding is an official indicator that the process is progressing successfully, there are still some administrative and legal steps to be taken. Following the completion of the new institution's official registration procedures and other legal formalities, the merger is expected to be finalized by the end of 2026. Daniel do Adro, President of AHISA, also stated that this merger is of vital importance to defend the common goals of tourism operators and tackle the sector's future challenges. Adro added that the Algarve region's tourism sector must speak with a single voice, and that this structure will defend both its members and the sector in the best possible way. All these developments signal that the tourism sector in the Algarve is moving towards a more integrated, strong, and visionary future.