In the ever-evolving landscape of global tourism, Visit Portugal has played a pivotal role in elevating Portugal to the forefront of coveted destinations. With millions of visitors each year, Portugal’s appeal has grown exponentially. However, instead of resting on its laurels, Visit Portugal is taking the initiative to inspire a new era of tourism—one that embraces awareness, sustainability, humanization, and a profound connection to the planet. Enter “Futourism,” an innovative approach to tourism designed for the travelers of the future.
Launched on the New Year’s Eve of 2024, the Futourism campaign marks a significant step forward in reshaping the tourism narrative. It goes beyond the conventional paradigms, challenging the industry to adopt a more conscious and responsible approach. The campaign envisions a tourism landscape that not only captivates visitors with the beauty of Portugal but also leaves a positive impact on the environment, local communities, and the overall travel experience.
At its core, Futourism embodies a holistic perspective that seeks to redefine the art of travel. It encourages tourists to engage with their surroundings with a heightened sense of awareness. This goes beyond the typical tourist experience, urging visitors to appreciate the cultural richness, historical significance, and natural beauty of Portugal in a more profound way.
Sustainability takes center stage in Futourism, with a commitment to minimizing the environmental footprint of tourism activities. From eco-friendly accommodations to responsible tour options, the campaign promotes choices that align with preserving the natural wonders that make Portugal a sought-after destination.
Humanization is another key pillar of Futourism, emphasizing meaningful connections between travelers and local communities. It encourages authentic interactions, fostering mutual understanding and cultural exchange. Visitors are invited to immerse themselves in the local way of life, creating memorable experiences that extend beyond traditional tourism boundaries.
The Futourism campaign is also a call to action for a deeper connection to the planet. It recognizes the interconnectedness of travel and the environment, urging tourists to be stewards of the places they visit. By fostering a sense of responsibility, the campaign envisions a future where tourism contributes positively to the preservation of our planet.
Published in Portugal in December 2023, the professional Futourism campaign is the brainchild of Visit Portugal and the creative expertise of Dentsu Creative Portugal. This Digital and Film media campaign comprises one impactful asset that encapsulates the essence of Futourism.
As travelers evolve and seek more meaningful experiences, Futourism paves the way for a transformative journey—one that not only explores the beauty of Portugal but also contributes to a future where tourism harmonizes with the values of awareness, sustainability, humanization, and a profound connection to the planet. The campaign invites travelers to be pioneers in the art of conscious exploration, setting the stage for tourism that transcends boundaries and fosters a positive impact on the world.