Abstract
In recent years, destination management organisations have invested heavily in digital marketing, with online advertising accounting for over half of the total budget. This chapter aims to understand how tourism marketing has been adopted by Portugal's national tourism administration and the role of digital marketing in the country's tourism strategy. The country has been awarded as the best destination in the world (2017 to 2019) and Europe's leading destination (2017 to 2020) and has registered a significant evolution of the tourism sector. Turismo de Portugal is responsible for the country's tourism strategy and the international promotion of the destination, having been awarded as the best official tourism body in the world (2017 to 2019). This chapter combines secondary data (statistics and policy documents) and data from an interview with the Director of the Sales Support Direction of Turismo de Portugal. The results show a change in its communication strategy, being currently performed exclusively online, accompanying the consumer during all stages of the travel cycle.
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