A strategy for the future of tourism
Portuguese tourism is charting a new path forward, with sustainability as its cornerstone. By implementing a forward-looking strategy, Portugal aims to set a global benchmark for tourism that balances economic, social, and ecological priorities. Central to this vision is an ambition to “lead the tourism of the future,” cultivating a sector that is responsible, authentic, digital, cohesive, and inclusive. This requires collaboration across governments, businesses, NGOs, local communities, and tourists. In an era defined by climate urgency, this effort mitigates environmental risks while strengthening the resilience and competitiveness of tourism enterprises.
Fostering innovation and creativity
Portugal’s strategy emphasizes year-round tourism and promoting less densely populated areas. By spreading tourism activities more evenly across territories and seasons, the industry creates value for local economies while reducing pressure on overcrowded destinations. This approach benefits travelers with authentic experiences and ensures that local communities and ecosystems can sustain the impact of tourism activities over the long term.
Innovation and creativity lie at the heart of Portugal’s tourism evolution. VisitPortugal supports businesses in developing new and engaging products through partnerships like NEST (the Center for Tourism Innovation). Encouraging startups and creative solutions ensures the sector adapts to shifting consumer preferences, stays relevant in a competitive global market and remains agile and future-ready.
Shaping the future of talent
Developing talent is another critical component of Portugal’s strategy. VisitPortugal plays a pivotal role in upgrading industry skills through 12 specialized tourism schools and an e-learning platform. These initiatives cover areas such as management, marketing, and diversity, equity, and inclusion (DEI) practices. By investing in education and professional development, Portugal equips its workforce to navigate an evolving industry landscape, enhancing service quality and securing its competitive edge in global tourism.
Empowering tourism brands and local communities
Collaboration with local communities and tourism brands underscores VisitPortugal’s holistic approach. By aligning tourism development with community needs, the organization fosters economic growth and cultural exchange while preserving heritage and traditions. Local businesses, institutions, and authorities work together to implement practices that create mutual benefits for residents and visitors alike. This model promotes a better tourism that uplifts local economies and ensures cultural authenticity remains intact.
Portugal is Art: leveraging storytelling for brand purpose
Storytelling has become a powerful tool in shaping Portugal’s tourism narrative. Since 2012, VisitPortugal has embraced a digital-first communication strategy, crafting stories that resonate with tourists while promoting high-value, low-impact travel. Through campaigns aimed at educating and mobilizing tourists, the organization encourages conscious travel choices. These efforts underscore the transformative potential of tourism when aligned with responsible practices, fostering meaningful connections between travelers and destinations.
For a Better Planet, a Better Tourism
VisitPortugal demonstrates that tourism can thrive when it is conscious of the need for environmental stewardship, “For a Better Planet, a Better Tourism” initiative showcases how purpose-driven leadership integrates economic growth while safeguarding cultural traditions and natural resources. Portugal ensures that tourism remains a driver of memorable experiences and long-term success. This vision—“Visit better, visit Portugal”—emphasizes collaboration among entrepreneurs, businesses, and policymakers to create a tourism that benefits all stakeholders and leaves a positive legacy for future generations.
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