The ‘Tourism is made of people’ campaign is an initiative of Turismo de Portugal, part of the Accelerate the Economy Programme, and aims to highlight the essential role of the professionals who make tourism one of the country's main areas of economic activity.

Portugal is one of the world’s most renowned travel destinations. But what truly makes each stay memorable, every meal special, and every encounter unique are the people who, day after day, bring tourism to life with dedication.

Because tourism is not only about landscapes. It lives in the smile of those who welcome, in the commitment of those who serve, in the talent of those who create, in the care of those who look after, and in the energy of those who turn simple moments into lasting memories – powerful enough to touch visitors and inspire their return.

This campaign is a tribute to the people who make it all happen. It’s time to shine a light on the professions that support tourism in Portugal and to recognise the human value at the heart of everything that makes our country so authentic.

By acknowledging those behind each gesture, we strengthen the quality and sustainability of tourism in Portugal. Valuing these professions means building a stronger, more human sector – one that is ready for the future.

Tourism is made of people. And they are the ones who make every journey unforgettable.

Find out more about this campaign here.