Portugal launches tourism campaign for music lovers

Turismo de Portugal is turning the country into a headlining act—with the sun, sea, and local flavors as the stars.

Portugal is striking a new chord with global travelers through its latest international tourism campaign, designed to attract music lovers from around the world.

Titled “Portugal Music Festivals Headliners”, the campaign reimagines the country itself as a vibrant music festival, with uniquely Portuguese elements, such as the sun, nature, ocean, gastronomy, and culture, taking center stage as the “headline acts.”

Launched this week by Turismo de Portugal, the campaign aims to position Portugal as a top destination for music enthusiasts.

The official kickoff event, hosted by TV personality Filomena Cautela, featured remarks from Carlos Abade, president of Turismo de Portugal. “We want to create compelling reasons to explore all of Portugal,” Abade said. “Music festivals and events are powerful tools to help disperse tourism across the entire territory and support local economies.”

Abade pointed to events like the Boom Festival in Idanha-a-Nova, which have helped stimulate regional economies and increase Portugal's cultural visibility on a global scale.

“Festivals are not only a draw for visitors, but they also play a key role in economic growth and cohesion across the country,” he added.

Turning Tourism into a Festival Experience

The campaign, developed by Dentsu Creative Iberia, draws inspiration from music festival posters, with a creative twist: instead of band names, it highlights Portuguese tourist assets as imagined music acts.

For example:

• “Waves of Solitude” represents Portugal’s scenic coastlines.

• “Full Table Nation” pays tribute to the country’s renowned cuisine.

• “The Future Rainbows” captures the vibrancy and hospitality of its people.

• “The Art Attacks” symbolizes cultural authenticity and heritage.

“This is about creating new ways to tell our story,” explained Lídia Monteiro, board member of Turismo de Portugal.

“We took the unique language of music festivals and made it our own—fun, bold, and full of meaning.”

A Growing Festival Scene

The campaign comes on the heels of a record-breaking year for Portugal’s music scene.

In 2024, the country hosted 358 music festivals, according to APORFEST (Portuguese Association of Music Festivals), solidifying its status as one of Europe’s most dynamic destinations for live music.

Monteiro emphasized that festivals also contribute to territorial cohesion and more sustainable tourism.

“People who come for festivals tend to stay longer, which helps reduce ecological impact while boosting local economies,” she noted.

International Rollout

With a focus on key tourism markets such as the UK, Spain, Germany, and the Netherlands, the campaign will be broadcast across digital platforms, connected TV, and music streaming services like Spotify.

A dedicated VisitPortugal playlist will showcase sounds inspired by the campaign, featuring Portuguese artists and testimonials that reflect the spirit of the country’s cultural offerings.

Ultimately, the campaign taps into a rising global demand for authentic, immersive travel experiences.

As Monteiro puts it, “People don’t just want to visit a country—they want to feel it. And Portugal, through its festivals, offers moments that are truly unique and unforgettable.”