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A Strategy for Tourism Growth, Rebound, and Revival: Promoting Portugal as a Destination Post-COVID-19

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  • Catherine McTeigue

    (DEGEIT, University of Aveiro, 3810-193 Aveiro, Portugal)

  • Claudia Sanchez

    (DLC, University of Aveiro, 3810-193 Aveiro, Portugal)

  • Edson Santos

    (DETI, University of Aveiro, 3810-193 Aveiro, Portugal)

  • Cicero Eduardo Walter

    (DEGEIT, University of Aveiro, 3810-193 Aveiro, Portugal
    Federal Institute of Education, Science and Technology of Piauí, Teresina 64000-040, Brazil
    GOVCOPP, 3810-193 Aveiro, Portugal)

  • Manuel Au-Yong-Oliveira

    (DEGEIT, University of Aveiro, 3810-193 Aveiro, Portugal
    GOVCOPP, 3810-193 Aveiro, Portugal
    INESC TEC—Institute for Systems and Computer Engineering, Technology and Science, 4200-465 Porto, Portugal)

Abstract

The COVID-19 pandemic has had a significant impact around the world on health, economies, businesses, equality and the movement of people in the form of tourism. In this context, this paper looks at the strategy chosen by Turismo de Portugal to adapt to the crisis in a country where tourism plays an important role in supporting the local economy, having grown significantly since 2010. The chosen strategy encouraged tourists not to visit Portugal during the pandemic, a turnaround from their previous digital marketing strategy, which invited tourists to discover the country. We undertook a survey that had 170 answers, predominantly from Ecuador, Mexico, the United Kingdom and Portugal but also from several other countries in Europe and Latin America. We aimed to understand whether their strategy was successful in encouraging people to consider Portugal as a holiday destination post-COVID-19. The Can’t Skip Hope campaign was created in a work-from-home environment, with the voiceover recorded on a smartphone. Previously recorded footage was re-edited. Our survey found that respondents said the video matched their views of Portugal and that 79.5% would consider Portugal as a holiday destination when they next booked a holiday. In terms of inferential statistics, we performed chi-square tests of significance on the survey data. Thus, this paper contributes to the body of work because it offers insight into marketing strategy adaptation by a local tourist board during a period of crisis.

Suggested Citation

  • Catherine McTeigue & Claudia Sanchez & Edson Santos & Cicero Eduardo Walter & Manuel Au-Yong-Oliveira, 2021. "A Strategy for Tourism Growth, Rebound, and Revival: Promoting Portugal as a Destination Post-COVID-19," Sustainability, MDPI, vol. 13(22), pages 1-19, November.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:22:p:12588-:d:679444
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    References listed on IDEAS

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    Cited by:

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    2. Fernando Rebola & Luís Loures & Paulo Ferreira & Ana Loures, 2022. "Inland or Coastal: That’s the Question! Different Impacts of COVID-19 on the Tourism Sector in Portugal," Sustainability, MDPI, vol. 14(23), pages 1-9, December.
    3. Teresa Costa & Maria de Lurdes Calisto & Sandra Nunes & Margarida Dias, 2023. "A Literature Review on Networks and Sustainable Development in Sea Tourism Entrepreneurship," Sustainability, MDPI, vol. 15(3), pages 1-14, January.
    4. Iswanto, Dedy & Handriana, Tanti & Nazwin, Asfarony Hendra & Sangadji, Suwandi S., 2024. "Influencers in Tourism Digital Marketing: A Comprehensive Literature Review," OSF Preprints m97kd, Center for Open Science.
    5. Maria de Fátima Brilhante & Maria Luísa Rocha, 2022. "COVID-19 Impact on the Tourism Accommodation and Restaurant Sectors of São Miguel (Azores)," Sustainability, MDPI, vol. 15(1), pages 1-23, December.
    6. Momoka Nakamura & Toshihiro Hattori, 2022. "Impacts of the COVID-19 Pandemic on Rural Residents of Japan and Their Interactions with the Outside World," Sustainability, MDPI, vol. 14(4), pages 1-12, February.

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