PurposeThis study aims to analyse the importance of public and private policies to inclusive, sustainable, cohesive and accessible tourism in Portugal and also to assert tourism activity as a central point for economic, social and environmental development across the country Design/methodology/approachThis paper is a viewpoint reflection on the design and implementation of the Tourism Strategy 2027 FindingsThe importance of joint work to affirm tourism as a hub for economic, social development and environmental impact throughout the territory, positioning Portugal as one of most competitive, inclusive and sustainable destinations worldwide Practical implicationsNow more than ever, strategic tourism goals are key points in support of innovative, accessible and inclusive tourism, to stimulate data-based decision-making, improve the tourist experience and increase the focus on sustainability Originality/valueIn this paper, the objectives of the Portuguese tourism strategy 2027 are outlined and a series of unprecedented initiatives are profiled, which aim to provide the destination with highly competitive conditions, to differentiate it from other tourist destinations while increasing its notoriety and competitiveness
Portuguese tourism strategy (ET27) – now more than ever