// Framework
Turismo de Portugal's Time to Be campaign, launched in June 2021, targets the international market, as well as the domestic market. It aims to stimulate demand and keep the destination at the top of tourists' preferences, through the valorisation of national tourism assets.
Part of the
Reactivate Tourism | Build the Future Plan, the campaign focuses on markets that show openness to tourist travel and present good opportunities to achieve the objectives of tourism growth in value. Initially, it will focus on local markets, such as the domestic and European markets (Spain, Germany, United Kingdom, France and the Netherlands), later covering the intercontinental markets (USA, Canada, among others).
Time To Be is a campaign in line with the Tourism Strategy 2027 and the +Sustainable Tourism Plan 20-23, a commitment made by Turismo de Portugal to position Portugal as one of the most sustainable, competitive and safe tourism destinations in the world, through the sustainable planning and development of tourist activities, from an economic, social and environmental point of view, throughout the territory.
// Campaign’s message
After the movement of hope that Turismo de Portugal led at the beginning of the confinement, the message now is one of confidence in the resumption of tourist activity.
The collective effort of the last few months has given rise to good results and the outlook is favourable. This campaign reinforces the objective that now is the time to move forward and lead the way again, it is the time to be, to let go of the pause and press play, remembering the unique and emotional value of travelling.
The campaign's message of confidence extends to all of Turismo de Portugal's communications, which, under the Reactivate Tourism | Build the Future Plan, also includes the reformulation of VisitPortugal, strengthening the digital ecosystem to promote the destination.
// Campaign structure
Broadcast in five films, each composed of a single shot reinforcing the intimate relationship with the destination, and in an allegory of a unique country that invokes the desire to experience and visit Portugal, some of the tourism products with the greatest potential for appreciation are highlighted, such as Surf, Wine Tourism and Gastronomy, Sun and Sea, Nature, Cities, Villages and Heritage. This approach also meets the goal of stimulating demand throughout the country, promoting tourism business in the interior of the country, which in the current context is extremely attractive, but also on the coast and in the cities that were particularly affected last year.
