The photographic exhibition Tourism is Made of People opens on 3 February at NorteShopping, Porto, and will remain on display until 24 February. The exhibition will then travel to nine other cities, concluding its tour on 9 July 2026.
The initiative focuses on professionals in the sector and is part of the ‘Tourism is Made of People’ campaign launched by Turismo de Portugal in April 2025. The campaign aims to honour the dedication of those who ensure the quality of Portugal as a destination, reinforcing the importance of human excellence in hospitality.
Featuring students from the Portuguese Tourism School Network, the exhibition aims to highlight and raise awareness of the careers that sustain national tourism, increasing their visibility among the general public.
Strategic partnership and institutional commitment
This tour is the result of a partnership with the Portuguese Association of Shopping Centres (APCC), which allows the exhibition to be taken to the country's main shopping centres. These spaces receive millions of visitors each year and serve as a meeting point for residents and tourists, which increases the visibility and reach of its message.
The opening sessions include an inauguration ceremony, attended by representatives from Turismo de Portugal, the APCC and the respective Regional Tourism Authorities. This formal event marks the beginning of a proximity strategy that seeks to involve the local community and visitors. The presence of the authorities responsible for the sector underlines the institutional commitment to promoting careers and public recognition of workers.
Interactive experiences and valuing human capital
During the exhibition at each shopping centre, the public can participate in various activities led by chefs, trainers and students from Turismo de Portugal schools. These activities provide the public with interactive experiences that highlight the importance of training and talent in the sector as key factors for the success of tourism in Portugal. These activities aim to provide an immersive experience, bringing the public closer to tourism professions and demonstrating, in a practical way, the talent, know-how and excellence of the training provided by the Portuguese Tourism School Network.
