Thursday, 19 October 2017
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wave3Portugal’s national tourist authority is to spend €20 million on a video publicity campaign to attract tourists to the country.

‘Can’t skip Portugal’ has been launched by Turismo de Portugal and for the next two years will be on social networks in 20 priority markets.

"Can’t skip Portugal" is the theme across four videos by Pedro Varela.

"The fact that the campaign targets digital media, especially social networks, means an emphasis on getting people involved," said Portuguese Tourism President, Luís Araújo.

The campaign will reach 20 countries. In addition to the main markets of the United Kingdom, Germany, France, Spain and Brazil - the targets include the US, China, Russia, Canada, India, Norway, Denmark and Poland.

"This film was shot entirely in December, in the middle of winter," the video voice-over informs viewers.
Pushing light, warmth, water, nature and Portugal’s architectural heritage, the tourist authority wants people to see Portugal as a year-round destination.

One of Turismo de Portugal’s goals for the next decade is to mitigate tourism seasonality, but only by 2.5% from the current 37.5% to 33.5%.

The €20 million spend aims to show people that it’s not all sun and sand as there are things to do outside the summer season up and down the country, not just in the Algarve.

Last year, Portugal had 11.4 million foreign guests in its hotels. For the first time, the number of tourists surpassed the Portuguese population of 10.5 million with foreigners already representing seven out of ten overnight stays.

For the first of the four promotional videos, 'Cant' skip freedom'  click here

Second, 'Can't skip inspiration'  - HERE

Third, 'Can't skip new beginnings' - HERE

Forth 'Can't skip us, can't skip Portugal' - HERE


+2 #5 James Mayor 2017-05-29 08:55
What an exciting ad campaign! If I wasn't already living here, I'd certainly want to be!! Particularly the Douro ...
0 #4 Peter Booker 2017-05-10 09:16
I have now seen the four promotional videos, one after the other. There are some wonderful pictures of those sights which must be seen, ranging from the Azores to Porto to the Minho valley and to the Algarve coast.

Three are good, but the one which stars the young woman cannot be directed at English speakers. I found it nearly incomprehensible.
0 #3 Ed 2017-05-10 07:55
Quoting WestCoastDreamer:
Do click on the link and watch at least the first video; it is extremely well done. Reminds us how lucky we are to be allowed to be part of this beautiful place.

I agree is is a lovely production.

I wonder which are the target segments. The first video has a metrosexual looking along deserted coastlines for random bikini-clad beauties who don't mind swimming in December...

I shall now watch the others...

We will have to look at the remaining three videos but hopefully this first one is the 'scene setter' and we will soon settle in to birdwatching, horseriding, walking, surfing etc - all the off-season activities - though quite how the Chinese and Russians will see these is anyone's guess. I am sure Turismo de Portugal has done its research...
+1 #2 WestCoastDreamer 2017-05-10 07:11
Do click on the link and watch at least the first video; it is extremely well done. Reminds us how lucky we are to be allowed to be part of this beautiful place.
0 #1 Peter Booker 2017-05-10 04:29
Portugal (and I daresay Spain) is benefiting from the collapse of the Middle Eastern tourist market. With more US aggression planned for the near future in the Middle East, many tourists who wish to stay in Europe will choose a destination far from possible trouble spots. Portugal´s hoteliers will benefit, but the outcome will be increased crowds for us long term residents. I think that Tourismo de Portugal is heaving away at a door that is already open.

It is an ill wind………