Did the context of economic crisis affect the image of Portugal as a tourist destination?

Abstract

Purpose – The purpose of this paper is to reflect on how Portugal has dealt with economic crisis with reference to the tourism industry and from the perspective of a global distribution systems (GDS) operator. Design/methodology/approach – The article is based on information drawn from official information sources and relevant data from Travelport. Findings – In recent years, Portugal has developed a positive image in its source markets as a result of a refined strategy and because of the intrinsic quality of its offer and price competitiveness, thus making it an attractive destination. Now the challenge is to maintain the pace and actions in support of Portugal’s image, thereby ensuring its sustainability, with particular attention to security and the maintenance and cleanliness of public spaces. Originality/value – This article presents the perspective of a GDS operator with respect to the impacts of the Portuguese economic crisis on tourism and the responses made to address these challenges, thereby highlighting the resilience of tour operators.