To celebrate the New Year and inspire visitors to Portugal, a new tourism campaign was launched on the 31st December 2023 on international online media, operated by Turismo de Portugal, which suggests 12 New Year's resolutions for future tourists. More than a campaign, it’s an initiative that aims to inspire action and transform trips to Portugal into authentic, sustainable experiences able to generate a positive impact on the country, environment, and communities.
Thus, 2023 was brought to a close with 12 New Year’s Resolutions for tourists of the future, and 2024 was rung in with the film “Futourism” in 5 languages, with the new tagline “Visit Portugal. It’s not tourism. It’s futourism.” The campaign presents 12 commitments to encourage action and inspire people to take an active role in the changes being made to tourism, both in Portugal and around the world.
The campaign is aimed at domestic and external markets, with particular focus placed on the German, Spanish, American, French, British, and Portuguese markets, shared via the most relevant digital media channels, making use of a variety of high-impact video formats, including TikTok and Connected TV, for the very first time. This ensures multichannel communications, reaching the organisation’s audience consistently and coherently by making use of multiple points of contact.
Although other campaigns will be run throughout the year – following a record year of national tourism – this is the first campaign for 2024, which centres on sustainability and authenticity.
Anchored in the Tourism Strategy 2027, which aims to place Portugal as a leader of tourism of the future, this campaign calls for the participation of all – destinations, organisations, and tourists – In building more inclusive, sustainable, responsible tourism. It also invites each person to adopt a new way of travelling, to truly dive into experiencing each destination, to immerse themselves in places and traditions, seek less standardisation and more of a human touch, in the awareness that residents and travellers are all working towards the same goal.
The campaign uses images that make reference to Portuguese expressions but take a universal approach, presenting 12 resolutions for the tourist of the future:
