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Discover the Real Sal

Project Aims

To improve the visitor experience and their perceptions of Sal through the improvement of the existing excursion offers and the development of new, exciting tourism experiences.

Why? Tourism numbers are rapidly increasing on the island of Sal, and our research showed that there was a perception amongst tourists that there wasn’t ‘much to do on Sal’. In addition to that, many of the island tours offered the same experience, and there was little information available to tourists about what to see and do on the island.


Latest activities

  • We are working with a local NGO, Project Biodiversity, to produce the first ever ‘best practice for nature-based tourism’ manual targeting guides and excursion providers across Cape Verde

  • We developed an Insider Guide to Sal to help visitors explore the island. It’s available to tourists at the reception of several hotels on the island and at Sal’s airport.

  • Project Discovery volunteers from TUI collected feedback on the Insider Guide design and content from a sample of TUI customers.

  • We worked with TUI to find visitor experiences that can be promoted to their customers.

  • We provided ‘Insider Guide’ training to holiday representatives from several tour operators and hotels, to enable them to make recommendations to visitors to help them explore.


This project is helping to improve the visitor experience in Sal, building a quality reputation for the destination, and ensuring that visitors to the island enjoy themselves and want to return. By promoting local attractions, Sal is able to differentiate itself from other destinations by offering unique experiences and local people and businesses are benefitting economically.

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