According to the president of Tavira City Council Ana Paula Martins, the municipality’s Strategic Plan for Tourism Development and Marketing (PEDTM) has been unveiled outlining several goals which include making the municipality more sustainable and providing visitors with better offers. As the council argues the focus should be "More on quality and the quality offer, than on numbers”.

Tavira has "established sun and sea," but it also has "all the conditions to work on the issue of sustainability and have a tourist destination in the 'slow living' aspect," according to the Strategic Plan's conclusion, and mentioned by Ana Paula Martins. The strategy also aims to further enhance the offer available to tourists by making a number of investments that need to be prioritised. She added that it is imperative to "invest more in this promotion and try to make tourists understand that it really is a heritage site recognised by UNESCO”.

“We have a lot of senior tourism, but we are starting to see a lot of families with small children, and we have to think about how we can also find offers to make the municipality more welcoming for families” the president shared, adding that emerging markets like the US and increased awareness of water shortage are other aspects which are also being taken into consideration.

The municipality of Tavira's Strategic Plan for Tourism Development and Marketing (PEDTM), which was unveiled at the Álvaro de Campos Municipal Library, will now be up for public discussion for 30 days, until 18 November. As stated by the municipality, “It is a fundamental document in the implementation of tourism policies, one of the municipality's major commitments, and was prepared with the collaboration of several partnerships, in a joint effort that aimed to define concrete actions for the evolution and promotion of tourism in the municipality”.