“Portugal, Euro's Favourite in More Than Just Football" is the slogan for VisitPortugal's promotional campaign, conceived as part of the national squad's participation in the 2024 European Football Championship. The goal is to take tactical advantage of the moment to stimulate demand for destination Portugal and keep it uppermost in tourists’ minds and preferences.
Taking advantage of the national squad's media reach at Euro 2024, the campaign seeks to generate curiosity and inspiration among football fans from all over the world who like to travel, particularly to the places that the stars they admire come from.
The aim is to associate the Portuguese team’s favouritism with the authenticity and uniqueness of the tourist experiences that the country offers, such as gastronomy, trails, surfing, wine tourism and culture. Regardless of the result of each game, Portugal wants to be the favourite destination for travellers from all over the world.
In this way, by combining football with tourism, it is possible to promote the destination's unique characteristics in alignment with the public's interests, creating a relevant narrative that captivates travellers and invites them to discover Portugal.
The “Portugal, Euro's Favourite in More Than Just Football" campaign is being broadcast exclusively online in Germany, France, Spain and the United Kingdom. These were Portugal’s top-ranking European source markets in the first quarter of 2024, in terms of tourist indicators of overnight stays, guests and revenue
