// The campaign
The “Tourism is Made of People" campaign is a Turismo de Portugal initiative that is part of the Accelerate the Economy Programme. It aims to highlight the essential role of the dedicated and talented professionals who make tourism one of the main areas of economic activity in the country. The concept of the campaign highlights the fact that tourism is much more than landscapes and iconic monuments: it is the hospitality, attention to detail and passion of those who work in the area that make every experience a memorable one.
Professionals such as guides, chefs, receptionists, bartenders, pastry chefs, tourist entertainers, chefs de rang, sommeliers, housekeeping managers, hotel directors and revenue managers are some of the key players highlighted in the campaign. Each one plays a fundamental role in ensuring excellent services and providing unique experiences to those who visit Portugal.
Portugal is one of the best-known and loved tourist destinations in the world, but what really makes the difference are the people. This campaign is a tribute to those who strive on a daily basis to make tourism a quality, innovative and authentic activity. By highlighting the human value of tourism, the initiative also seeks to reinforce the sustainability and future of the sector, encouraging more professionals to enter the various careers that contribute to tourism's success.
// The professions
Guides know the secrets of each place. With enthusiasm and knowledge, they transform streets, monuments and landscapes into living stories, enriching each trip with meaning. They don't just lead a group; they communicate with empathy, interpret heritage and adapt routes to the interests of each visitor. These professionals can specialise in different areas of tourism - from heritage to nature - and they work in conjunction with agencies and tour operators, promoting a more authentic and engaging journey of discovery.
In the kitchen, everything is precision and creativity. Each dish tells a story, stirs memories and carries the flavour of a destination in the memory of those who taste it. Responsible for the gastronomic identity of each restaurant or hotel, the chef leads teams and guarantees quality, hygiene and innovation. He or she oversees the kitchen, controls costs, defines menus and monitors gastronomic trends. Chefs are one of the most visible faces in enhancing national cuisine.
Receptionist Reception provides guests with their first impression, their first smile, their first “welcome". Receptionists are the friendly face on arrival and they know that a warm welcome elevates the entire experience, making it more special. But they are much more than a first contact. They provide the link between guests and all services, ensuring clear information, constant attention and a personalised experience. They are also responsible for reservations, payments and coordination between teams, contributing to a carefree and memorable stay.
At the bar, every gesture is measured, each mix is thought out. A beverage specialist masters the art of balancing flavours, creating the perfect harmony between palate, atmosphere and celebration, and marking memorable encounters. With knowledge of mixology and service, these professionals elevate their customers' experience through creativity and empathy. They work in bars, hotels and at events, and are often present at contests and initiatives that promote innovation in the sector.
With their creative hands and eye for detail, pastry chefs can transform simple ingredients into veritable masterpieces. A sweet treat can mark an entire trip, making every moment more special. Cakes and pastries are an integral part of Portuguese gastronomic culture. Pastry chefs combine technique and creativity to keep traditions alive while simultaneously finding new ways to surprise our visitors. Overseeing teams, developing recipes and safeguarding quality standards, they ensure a happy ending to every meal.
Tourist entertainers energise every moment, forge bonds and transform moments into wonderful memories. These professionals plan and promote cultural, sporting or recreational activities adapted to different audiences. Whether in a hotel, on cruise ship or at a nature tourism property, they promote well-being, inclusion and connection between visitors, creating unforgettable memories.
Between smiles and attention to detail, chefs de rang perceive the right moment, ensure harmony between each gesture and add the special touch that transforms a meal into a unique moment. It is their job to welcome diners, present menus, suggest pairings and ensure that the service runs smoothly and elegantly. With professionalism and empathy, they help each customer feel truly welcome at the table.
With a trained palate and a refined eye, sommeliers are the professionals who can tell you each wine's story. They translate aromas and textures and suggest pairings in an attentive service that combines and elevates flavours. They are responsible for preparing wine lists, advising customers and forming teams, ensuring that each choice enhances the dish and enriches the gastronomic experience.
Long before a guest enters their room, a professional whose job it is to think of every detail has already worked their magic. Housekeeping managers discreetly and meticulously create clean, safe and welcoming spaces, so that guests are ensured of the most relaxing stay possible. They coordinate teams and make sure hygiene standards are met and needs anticipated, thus ensuring a peaceful and comfortable stay for all guests.
The hotel director is where everything comes together. Hotel directors coordinate, anticipate, welcome, manage and resolve, ensuring that each area works in harmony so that every guest can enjoy the best possible version of their stay. With strategic vision and leadership capacity, they ensure the quality of the service, the motivation of their teams and the sustainability of the business.
Revenue managers are responsible for predicting and deciding - with rigour and strategy. Taking account of available data, they adjust prices, anticipate trends and guarantee the ideal balance between occupancy and profitability. Working behind the scenes, they monitor the market and contribute directly to the property's success, ensuring that each room is priced at the right rate and at the right time.
With this campaign, Portugal is reaffirming its commitment to valuing tourism professions, promoting a stronger, more inclusive sector capable of rising to the challenges of the future.
By acknowledging the people who occupy every role, we strengthen the quality and sustainability of tourism in Portugal. By valuing these professions, we guarantee a stronger, more humane and future-ready sector.
Tourism is made of people. And people are the ones who make every trip unforgettable.
