Updated: Dec 18, 2019
In 2017 the Portuguese Tourist Authority launched their €20 million 'Can't skip Portugal' video campaign
Portugal’s national tourist authority budgeted €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 few 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 2016 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.
In 2016 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' you can now play on the video player above. Plus follow this hyperlink below to see the other videos & read up on the star studded cast and director;