Tourism management in Portugal is taking a new direction as the country encourages people
to explore lesser-known destinations. On 19 May 2026, Turismo de Portugal launched a
campaign to promote local travel and support communities across the country.

The campaign, called “Look No Further. Discover Your Country,” was introduced in Porto de
Mós. It encourages Portuguese residents to discover beautiful places beyond the country’s most
popular tourist locations. The initiative also aims to help areas affected by winter storms in 2026
and support local businesses.

The campaign will run in two phases, from May to June and from September to November.
Television, radio and digital platforms will be used to reach audiences. By promoting less visited
areas, tourism authorities hope to spread visitors more evenly and create new opportunities for
local communities.

More visitors could bring customers to local hotels, restaurants, shops and other businesses.
This may help create jobs and improve income for people living in these areas. However,
destinations also need good transport, public services and suitable facilities to welcome tourists
without putting too much pressure on local communities.

Authorities should also measure the campaign’s success carefully. Visitor numbers alone cannot
show whether tourism is improving local lives. Information about overnight stays, visitor
spending and travel during different seasons can help explain whether the benefits are reaching
local communities.

Meanwhile, residents in Lisbon are raising concerns about homes being used for tourist
accommodation. Some people believe this can make housing harder to access and change the
character of their neighbourhoods. They want residents to have a stronger voice in decisions
that affect their daily lives.

The Movimento Referendo pela Habitação sought to organise a local referendum on the issue.
On 3 December 2024, the Lisbon Municipal Assembly approved the proposal. However,
Portugal’s Constitutional Court ruled on 3 January 2025 that the legal requirements for holding
the referendum had not been met.

Supporters challenged the outcome and argued that residents had lost an opportunity to
express their views through a public vote. Lisbon also has participatory budgeting, introduced in
2008, which allows residents to vote on projects that may receive city funding.

These developments show that tourism planning involves more than attracting visitors. Portugal
wants to support lesser-known destinations, while Lisbon’s housing debate highlights the
importance of listening to local communities.

A balanced approach can help tourism businesses grow while protecting residents’ interests.
Clear policies, reliable information and meaningful public participation can help authorities make
better decisions for both visitors and local people.

Source: Original news report provided, referencing Turismo de Portugal

Razia khan