{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,3]],"date-time":"2026-04-03T06:32:22Z","timestamp":1775197942117,"version":"3.50.1"},"reference-count":49,"publisher":"MDPI AG","issue":"22","license":[{"start":{"date-parts":[[2021,11,15]],"date-time":"2021-11-15T00:00:00Z","timestamp":1636934400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Sustainability"],"abstract":"<jats:p>The COVID-19 pandemic has had a significant impact around the world on health, economies, businesses, equality and the movement of people in the form of tourism. In this context, this paper looks at the strategy chosen by Turismo de Portugal to adapt to the crisis in a country where tourism plays an important role in supporting the local economy, having grown significantly since 2010. The chosen strategy encouraged tourists not to visit Portugal during the pandemic, a turnaround from their previous digital marketing strategy, which invited tourists to discover the country. We undertook a survey that had 170 answers, predominantly from Ecuador, Mexico, the United Kingdom and Portugal but also from several other countries in Europe and Latin America. We aimed to understand whether their strategy was successful in encouraging people to consider Portugal as a holiday destination post-COVID-19. The Can\u2019t Skip Hope campaign was created in a work-from-home environment, with the voiceover recorded on a smartphone. Previously recorded footage was re-edited. Our survey found that respondents said the video matched their views of Portugal and that 79.5% would consider Portugal as a holiday destination when they next booked a holiday. In terms of inferential statistics, we performed chi-square tests of significance on the survey data. Thus, this paper contributes to the body of work because it offers insight into marketing strategy adaptation by a local tourist board during a period of crisis.<\/jats:p>","DOI":"10.3390\/su132212588","type":"journal-article","created":{"date-parts":[[2021,11,15]],"date-time":"2021-11-15T20:46:47Z","timestamp":1637009207000},"page":"12588","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":14,"title":["A Strategy for Tourism Growth, Rebound, and Revival: Promoting Portugal as a Destination Post-COVID-19"],"prefix":"10.3390","volume":"13","author":[{"given":"Catherine","family":"McTeigue","sequence":"first","affiliation":[{"name":"DEGEIT, University of Aveiro, 3810-193 Aveiro, Portugal"}]},{"given":"Claudia","family":"Sanchez","sequence":"additional","affiliation":[{"name":"DLC, University of Aveiro, 3810-193 Aveiro, Portugal"}]},{"given":"Edson","family":"Santos","sequence":"additional","affiliation":[{"name":"DETI, University of Aveiro, 3810-193 Aveiro, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-5783-6613","authenticated-orcid":false,"given":"Cicero Eduardo","family":"Walter","sequence":"additional","affiliation":[{"name":"DEGEIT, University of Aveiro, 3810-193 Aveiro, Portugal"},{"name":"Federal Institute of Education, Science and Technology of Piau\u00ed, Teresina 64000-040, Brazil"},{"name":"GOVCOPP, 3810-193 Aveiro, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-2154-6171","authenticated-orcid":false,"given":"Manuel","family":"Au-Yong-Oliveira","sequence":"additional","affiliation":[{"name":"DEGEIT, University of Aveiro, 3810-193 Aveiro, Portugal"},{"name":"GOVCOPP, 3810-193 Aveiro, Portugal"},{"name":"INESC TEC\u2014Institute for Systems and Computer Engineering, Technology and Science, 4200-465 Porto, Portugal"}]}],"member":"1968","published-online":{"date-parts":[[2021,11,15]]},"reference":[{"key":"ref_1","unstructured":"World Health Organization (2020, November 18). WHO Director-General\u2019s Opening Remarks at the Media Briefing on COVID-19\u201311. Available online: https:\/\/www.who.int\/director-general\/speeches\/detail\/who-director-general-s-opening-remarks-at-the-media-briefing-on-covid-19-11-march-2020."},{"key":"ref_2","unstructured":"Moraes, S.E. (2020, November 21). COVID-19 and the Tourism Situation in Portugal. Porto, Portugal. Available online: https:\/\/revista.jdc.edu.co\/index.php\/deyso\/article\/download\/659\/625."},{"key":"ref_3","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1080\/09669582.2020.1758708","article-title":"Pandemics, tourism and global change: A rapid assessment of COVID-19","volume":"29","author":"Gossling","year":"2020","journal-title":"J. Sustain. Tour."},{"key":"ref_4","unstructured":"UNWTO. United Nations World Tourism Organization (2020, November 18). Obtained from the United Nations World Tourism Organization. Available online: https:\/\/www.unwto.org\/glossary-tourism-terms."},{"key":"ref_5","unstructured":"Organisation for Economic Cooperation and Development OECD (2020, November 18). Tourism Policy Responses to the Coronavirus (COVID-19). Available online: https:\/\/www.oecd.org\/coronavirus\/policy-responses\/tourism-policy-responses-to-the-coronavirus-covid-19-6466aa20\/."},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"388","DOI":"10.1080\/09669580408667246","article-title":"\u2018Management of Demand\u2019 as a Tool in Sustainable Tourist Destination Development","volume":"12","author":"Kastenholz","year":"2004","journal-title":"J. Sustain. Tour."},{"key":"ref_7","doi-asserted-by":"crossref","unstructured":"Gursoy, D., and Chi, C.G. (2018). Crisis management and marketing. The Routledge Handbook of Destination Marketing, Taylor & Francis Group.","DOI":"10.4324\/9781315101163"},{"key":"ref_8","unstructured":"Govindarajan, V., and Gupta, A.K. (2001). The Quest for Global Dominance, Jossey Bass."},{"key":"ref_9","unstructured":"Baubion, C. (2013). OECD Risk Management: Strategic Crisis Management, OECD Publishing."},{"key":"ref_10","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1080\/13683500.2014.932758","article-title":"Towards a research agenda for post-disaster and post-crisis recovery strategies for tourist destinations: A narrative review","volume":"19","author":"Mair","year":"2016","journal-title":"Curr. Issues Tour."},{"key":"ref_11","unstructured":"(2020, November 18). Instituto Nacional de Estat\u00edstica\u2014Estat\u00edsticas do Turismo\u20142012. Available online: https:\/\/www.ine.pt\/xportal\/xmain?xpid=INE&xpgid=ine_publicacoes&PUBLICACOESpub_boui=143016657&PUBLICACOEStema=55581&PUBLICACOESmodo=2."},{"key":"ref_12","unstructured":"(2020, November 18). Instituto Nacional de Estat\u00edstica\u2014Estat\u00edsticas do Turismo\u20142019. Available online: https:\/\/www.ine.pt\/xportal\/xmain?xpid=INE&xpgid=ine_publicacoes&PUBLICACOESpub_boui=133574&PUBLICACOEStema=55581&PUBLICACOESmodo=2."},{"key":"ref_13","unstructured":"European Centre for Disease Prevention and Control (2020, November 21). COVID-19 Situation Update for the EU\/EEA and the UK, as of 21 November 2020. Available online: https:\/\/www.ecdc.europa.eu\/en\/cases-2019-ncov-eueea."},{"key":"ref_14","unstructured":"Maria da Gra\u00e7a Greg\u00f3rio de Freitas (2020, November 18). Dire\u00e7\u00e3o-Geral da Sa\u00fade: Casos de infe\u00e7\u00e3o por novo Coronav\u00edrus (COVID-19). Available online: https:\/\/covid19.min-saude.pt\/wp-content\/uploads\/2020\/03\/Atualiza%C3%A7%C3%A3o-de-02032020-1728.pdf."},{"key":"ref_15","unstructured":"(2020, November 18). Marcelo Rebelo de Sousa, Presidente da Rep\u00fablica: Decreto do Presidente da Rep\u00fablica n.\u00ba 14-A\/2020, Di\u00e1rio da Rep\u00fablica, 1. Available online: https:\/\/dre.pt\/dre\/detalhe\/decreto-presidente-republica\/14-a-2020-130399862."},{"key":"ref_16","unstructured":"(2020, November 21). Visit Portugal Homepage. Available online: https:\/\/www.visitportugal.com\/en."},{"key":"ref_17","unstructured":"Center of Portugal (2020, March 22). Can\u2019t Skip Opening. Available online: https:\/\/bda.centerofportugal.com\/2020\/07\/02\/cant-skip-opening\/."},{"key":"ref_18","unstructured":"Instituto Nacional de Estat\u00edstica (2020, October 21). S\u00edntese INE @ COVID-19. Available online: https:\/\/www.ine.pt\/xportal\/xmain?xpid=INE&xpgid=ine_destaques&DESTAQUESdest_boui=453021318&DESTAQUESmodo=2."},{"key":"ref_19","unstructured":"Instituto Nacional de Estat\u00edstica (2020, November 16). ATIVIDADE TUR\u00cdSTICA. Available online: https:\/\/www.ine.pt\/xportal\/xmain?xpid=INE&xpgid=ine_destaques&DESTAQUESdest_boui=415204379&DESTAQUESmodo=2."},{"key":"ref_20","unstructured":"Da Silva Rom\u00e3o, F.M. (2020, November 21). O impacto do COVID-19 no Turismo Receptivo\u2014A Perspectiva da HighSun DMC in Figueira M.; Oosterbeek, L. Turismo Mundial, Crise Sanit\u00e1ria e Futuro: Visoes globais partilhadas. Instituto Polit\u00e9cnico de Tomar. Available online: http:\/\/www.cda.ipt.pt\/download\/ebooks\/CRENT-ebook-17.6.2020-turismo-crise-global-.pdf."},{"key":"ref_21","unstructured":"(2020, November 18). Turismo de Portugal. Available online: https:\/\/estrategia.turismodeportugal.pt\/o-que-e."},{"key":"ref_22","doi-asserted-by":"crossref","unstructured":"Oliveira Moreira, C. (2018). Portugal as a Tourism Destination. Paths and Trends. J. Mediterr. Geogr., 130.","DOI":"10.4000\/mediterranee.10402"},{"key":"ref_23","unstructured":"Carrilho, A. (2020, November 21). \u201cCan\u2019t Skip Portugal\u201d. Uma campanha para dizer que \u201c\u00e9 imposs\u00edvel escapar a Portugal\u201d. Available online: https:\/\/rr.sapo.pt\/2017\/05\/10\/economia\/cant-skip-portugal-uma-campanha-para-dizer-que-e-impossivel-escapar-a-portugal\/noticia\/83218\/."},{"key":"ref_24","unstructured":"Santos, L. (2020, November 18). Publico. V\u00eddeo do Turismo de Portugal envia \u201cesperan\u00e7a\u201d para o mundo. E foi todo feito em teletrabalho, 2020. Available online: https:\/\/www.publico.pt\/2020\/03\/21\/fugas\/noticia\/video-turismo-portugal-envia-esperanca-mundo-teletrabalho-1908896."},{"key":"ref_25","unstructured":"Turismo de Portugal (2021, March 04). Selo \u201cClean & Safe\u201d para Ag\u00eancias de Viagens e Turismo. Available online: http:\/\/business.turismodeportugal.pt\/pt\/Gerir\/selo-clean-safe\/Paginas\/selo-clean-safe-agencias-viagens-turismo.aspx."},{"key":"ref_26","unstructured":"Turismo de Portugal (2021, March 04). 1.000 auditorias realizadas no \u00e2mbito do Selo \u201cClean & Safe\u201d. Available online: http:\/\/business.turismodeportugal.pt\/pt\/noticias\/Paginas\/1000-auditorias-realizadas-no-ambito-do-selo-clean-and-safe.aspx."},{"key":"ref_27","doi-asserted-by":"crossref","unstructured":"Pike, S. (2012). Destination Marketing. An Integrated Communication Approach, Butterworth-Heinemann.","DOI":"10.4324\/9780080568935"},{"key":"ref_28","unstructured":"Lomanenko, S. (2021, March 04). What Is Destination Marketing?. Available online: https:\/\/www.promodo.com\/blog\/what-is-destination-marketing\/."},{"key":"ref_29","first-page":"100495","article-title":"COVID-19 and repeat visitation: Assessing the role of destination social responsibility, destination reputation, holidaymakers\u2019 trust and fear arousal","volume":"19","author":"Hassan","year":"2020","journal-title":"J. Destin. Mark. Manag."},{"key":"ref_30","doi-asserted-by":"crossref","first-page":"9926","DOI":"10.3390\/su12239926","article-title":"The Application of the Inbound Marketing Strategy on Costa del Sol Planning & Tourism Board. Lessons for Post-COVID-19 Revival","volume":"12","author":"Teba","year":"2020","journal-title":"Sustainability"},{"key":"ref_31","unstructured":"Halligan, B., and Shah, D. (2020). Inbound Marketing: Attract, Engage, and Delight Customers Online, John Wiley & Sons."},{"key":"ref_32","unstructured":"Santo, O., and Alvarez, D. (2020, November 18). Marketing de Atraccion 2.0. Espa\u00f1a: Puro Marketing. Available online: https:\/\/www.juancmejia.com\/wp-content\/uploads\/2012\/06\/Marketing-de-Atraccion-20.pdf."},{"key":"ref_33","doi-asserted-by":"crossref","first-page":"262","DOI":"10.1016\/j.sbspro.2015.01.363","article-title":"Strategic Use of Social Media for Small Business Based on the AIDA Model","volume":"172","author":"Hassan","year":"2015","journal-title":"Procedia Soc. Behav. Sci."},{"key":"ref_34","doi-asserted-by":"crossref","first-page":"5524","DOI":"10.1016\/j.jbusres.2016.04.165","article-title":"Exploring organizational propensity toward inbound-outbound marketing techniques adoption: The case of pure players and click and mortar companies","volume":"69","author":"Bleoju","year":"2016","journal-title":"J. Bus. Res."},{"key":"ref_35","unstructured":"Turismo de Portugal (2021, March 04). Destino Portugal. Can\u2019t Skip Portugal. Available online: http:\/\/www.turismodeportugal.pt\/pt\/quem_somos\/Organizacao\/information-hub-mne\/Paginas\/destino-portugal-cant-skip-portugal.aspx."},{"key":"ref_36","doi-asserted-by":"crossref","first-page":"1142","DOI":"10.1002\/mar.20951","article-title":"Exploring how video digital storytelling builds relationship experiences","volume":"33","author":"Pera","year":"2016","journal-title":"Psychol. Mark."},{"key":"ref_37","doi-asserted-by":"crossref","first-page":"44","DOI":"10.1016\/j.intmar.2015.11.002","article-title":"Who am I? How compelling self-storytelling builds digital personal reputation","volume":"35","author":"Pera","year":"2016","journal-title":"J. Interact. Mark."},{"key":"ref_38","first-page":"1","article-title":"Telling a different story: How nonprofit organizations reveal strategic purpose through storytelling","volume":"38","author":"Mitchell","year":"2020","journal-title":"Psychol. Mark."},{"key":"ref_39","doi-asserted-by":"crossref","first-page":"357","DOI":"10.1108\/JPBM-09-2015-0970","article-title":"Story giving as a co-creation tool for luxury brands in the age of the internet: A love story by Tiffany and thousands of lovers","volume":"25","author":"Hughes","year":"2016","journal-title":"J. Prod. Brand Manag."},{"key":"ref_40","doi-asserted-by":"crossref","first-page":"304","DOI":"10.1016\/j.jbusres.2015.08.002","article-title":"Narrative-transportation storylines in luxury brand advertising: Motivating consumer engagement","volume":"69","author":"Kim","year":"2016","journal-title":"J. Bus. Res."},{"key":"ref_41","doi-asserted-by":"crossref","first-page":"74","DOI":"10.21511\/im.16(3).2020.07","article-title":"Consumer storytelling as an element of word-of-mouth communication of nostalgic brands: Evidence from Poland","volume":"16","year":"2020","journal-title":"Innov. Mark."},{"key":"ref_42","doi-asserted-by":"crossref","first-page":"102950","DOI":"10.1016\/j.annals.2020.102950","article-title":"Stories and design in tourism","volume":"83","author":"Moscardo","year":"2020","journal-title":"Ann. Tour. Res."},{"key":"ref_43","unstructured":"Hart, C. (2018). Doing a Literature Review: Releasing the Social Science Research Imagination, Sage Publications."},{"key":"ref_44","unstructured":"Pan American Health Organization\/World Health Organization (2020). PAHO\/WHO Response. 2 November 2020. Report No 32, PAHO\/WHO. Available online: https:\/\/iris.paho.org\/bitstream\/handle\/10665.2\/52993\/COVID-19SitRep32_eng.pdf?sequence=1&isAllowed=y."},{"key":"ref_45","unstructured":"LaMorte, W.W. (2020, November 18). The Role of probability. Boston University School of Public Health. Available online: https:\/\/sphweb.bumc.bu.edu\/otlt\/MPH-Modules\/BS\/BS704_Probability\/BS704_Probability2.html."},{"key":"ref_46","doi-asserted-by":"crossref","first-page":"669","DOI":"10.1016\/j.tourman.2003.09.004","article-title":"Chaos, Crises and Disasters: A Strategic Approach to Crisis Management in the Tourism Industry","volume":"25","author":"Ritchie","year":"2004","journal-title":"Tour. Manag."},{"key":"ref_47","unstructured":"Ministerio de Turismo de Ecuador (2021, March 04). Ecuador presenta su campa\u00f1a de promoci\u00f3n turist\u00edca internacional Be well in Ecuador. Available online: https:\/\/www.turismo.gob.ec\/ecuador-presenta-su-campana-de-promocion-turistica-internacional-be-well-in-ecuador."},{"key":"ref_48","unstructured":"Visit Britain (2021, March 04). \u2018We\u2019re Good to Go\u2019 Industry Standard for All Sectors of the Tourism Industry. Available online: https:\/\/www.visitbritain.org\/were-good-go-industry-standard-all-sectors-tourism-industry."},{"key":"ref_49","first-page":"373","article-title":"Analysis of the \u201cAll you need is Ecuador\u201d campaign as a destination marketing strategy","volume":"2","year":"2019","journal-title":"J. Tour. Herit. Res."}],"container-title":["Sustainability"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/2071-1050\/13\/22\/12588\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,11]],"date-time":"2025-10-11T07:30:30Z","timestamp":1760167830000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/2071-1050\/13\/22\/12588"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2021,11,15]]},"references-count":49,"journal-issue":{"issue":"22","published-online":{"date-parts":[[2021,11]]}},"alternative-id":["su132212588"],"URL":"https:\/\/doi.org\/10.3390\/su132212588","relation":{},"ISSN":["2071-1050"],"issn-type":[{"value":"2071-1050","type":"electronic"}],"subject":[],"published":{"date-parts":[[2021,11,15]]}}}