No abstract

Resumo: A matriz da atividade turística mudou e assume-se agora como uma indústria de experiências o que tem feito aumentar a procura de paisagens pelo que estas evocam, simbolizam e representam. Os jardins, documentos culturais e espaços de sensações visuais e sensoriais várias são cada vez mais locais de visita, de atividades várias ou simplesmente de contemplação e de estar. Estão na ordem do dia no contexto internacional e o turismo de jardins experiencia um crescimento notável, ao ponto de ser considerado um fenómeno do turismo cultural e de recreação da sociedade pós-moderna. Este trabalho pretende analisar o contexto internacional e nacional deste nicho turístico com o objetivo de demonstrar que os jardins constituem locais turísticos com potencialidades e com uma margem de progressão grande.

Gardens around the world, including in Portugal, were enjoying a growth in visitor numbers before the COVID-19 pandemic. The closing of the gates was followed by an immediate fall in visitor numbers and consequent loss of income. However, this disruptive period also acted as a challenge and an opportunity for tourist attractions such as gardens to adapt and reinvent themselves in the wake of new demands imposed by COVID-19, aiming to restore the trust of visitors and maintain or increase the public’s engagement with gardens and consequently maintain its sustainability. Taking this framework into account, the purpose of this study is to ascertain the impact of the pandemic on visiting and managing gardens, especially in terms of the precautions applied when they reopened and the measures taken to keep them functioning and reaching people during this period. To accomplish this, a literature review has been carried out and a survey questionnaire subsequently applied to the managers or owners of a selected group of Portuguese historic gardens regarded as major tourist attractions. The findings show that a drop in visitors and income were the immediate and the main negative impacts, having both negative and positive consequences for the maintenance of spaces. Gardens were also able to adapt and continue to function under adverse conditions as well as to incorporate safety requirements in their reopening periods. However, not all gardens responded in the same way to the challenges posed by the pandemic with regard to their relationship with the public. Two groups of gardens were recognized: one that remained passive and took no relevant actions in this period, and another more pro-active group that implemented or reinforced strategies to encourage visits both physical and virtual, and to strengthen their connection with the public, particularly in the digital domain. Respondents also note that they recorded a positive response from the public, specifically local residents. The vast majority agree that gardens became popular places immediately after the lockdown periods; future studies on garden visitors could consolidate this finding. In the post-COVID period, the gardens’ challenge is to maintain or improve their connection and interaction with audiences achieved during the pandemic, especially the national and local communities.