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Applied to:
This award recognizes outstanding communication efforts by a country, city, region, official institution, or tourism office that promote a destination to a wider audience. The award recognizes effective communication campaigns that utilize various media channels, such as television, radio, newspapers, displays, social media, or other platforms. The winning communication effort will have demonstrated creativity, innovation, and effectiveness in promoting a destination to potential tourists, while also showcasing the destination's cultural, social, and environmental values.
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.