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Applied to:
This award recognises an outstanding destination communication campaign led by a country, city, region or official tourism authority, effectively promoting a destination to target audiences through a distinctive, creative and strategically executed approach.
The project:
It’s Not Tourism. It’s Futourism. presents Portugal’s national vision for a more responsible and inclusive tourism model.
Rooted in the Tourism Strategy 2027, the campaign acts as both manifesto and invitation. Through twelve symbolic resolutions, it encourages travellers to slow down, respect heritage, and care for local ecosystems.
With poetic imagery and a message of purpose, Futourism positions Portugal as a pioneer of sustainable travel and shows that tourism can be a conscious act of contribution.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
