For the first time, Associação de Turismo do Porto (ATP) and Turismo do Porto e Norte de Portugal (TPNP) launch a joint campaign, with the aim of promoting Porto, Douro, Minho and Trás-os-Montes as the four excellent tourist sub-destinations in the Northern Region. "Lá em Cima" is the motto of the campaign that, in this first phase, is aimed at the national market.


The initiative not only marks a milestone in the cooperation between both organisations, but also returns to promote the entire Region domestically. The invitation is thus addressed to the Portuguese people, who have here a good opportunity to (re)discover the vast territory of the northern part of the country, the only one that has already exceeded 5,000 "Clean & Safe" labels in tourism accommodations and restaurants.


In the campaign presentation, which took place at Porto Palácio Hotel, the Mayor of Porto emphasised the quick development of such "ambitious project". Rui Moreira also said, quoted by the news agency Lusa, that "more than being enterprising, the Region is resilient and sweats blood to move forward”.


An idea that the councillor for Economy, Tourism and Trade, Ricardo Valente, shares. "The worst thing we could have was a group of companies, organisations, tourist entertainment, restaurant and hospitality businesses that would not be able to make it to 2021. I think that effort is being made. Our expectations regarding the city of Porto is that the year won´t be so bad as we thought it would a few months ago regarding occupancy rates", said the president of ATP.


Judging by the numbers, the president is confident. Flight and hotel reservations to Invicta until next September "are quite encouraging", although this is a challenging year, he acknowledges.


In this first phase, the campaign presents experiences in areas such as "City & Short Breaks", "Gastronomy and Wine Tourism", "Nature", "Health and Well Being", "Religious Tourism", "Cultural and Landscape Tourism" and "Nautical Tourism" and more.


The investment amounts to between 60 and 70 thousand euros, for a multi-media campaign, but with a strong focus on digital media, as is the case of the "O Norte lá em cima" website, where users can access a live chat to get, in real time and in a personalised way, suggestions on a given destination or activities, and even book tourist experiences at the destination. Several promotional videos will also be released.


But the main thing is the assets that speak for themselves. "Porto and North have a unique gastronomy, places of excellence and breathtaking landscapes that deserve to be known by the Portuguese people", also pointed out, at the project’s presentation, Luís Pedro Martins, President of Turismo do Porto e Norte de Portugal, quoted by Publituris.


Attending the event was the Secretary of State for Tourism, Rita Marques, who considered this "an historic moment", and the president of Comissão de Coordenação e Desenvolvimento Regional do Norte (CCDRN), Fernando Freire de Sousa, who appealed to the two organisations that they should be "prepared" for the future ahead.


This preparation can be seen in the strategic plan drawn up by Turismo do Porto e Norte de Portugal and by Associação de Turismo do Porto, which, in a second phase of the campaign, will focus on the Spanish market, with a more intense international promotion planned for a third phase, particularly in Brazil, USA, Germany and the United Kingdom and in some Asian markets, which were more prominent before the crisis.



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    Last updated 2022-12-06