In an attempt to turn the tide of negative news, the Portuguese tourism board has transformed the communication of the destination from #CantSkipPortugal into #CantSkipHope.

The organisation said the move was a message of hope for all, adjusted to the moment of uncertainty that we are living right now.

With this initiative, the Portuguese tourism board wants to make everyone (tourists, tourism professionals and the Portuguese people) understand that this is the time to pause and refocus so that the industry can eventually move forward.

The video was conceived and produced by teams working from home, therefore making good use of recent archive footage from the Portugal Tourism Board and a voiceover using a smartphone.

Luís Araújo, president of the Portugal Tourism Board, highlights the message of the film: “Above all, we would like for this film to serve as an inspiration for a broader reflection and that it would also be an example of a country’s effort to raise awareness and unite everyone to overcome this difficult moment in human history.”

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The Portugal Tourism Board was recognised as the World’s Leading Tourist Board by voters at the World Travel Awards last year.