The Portuguese National Tourism Board, more widely known as VisitPortugal, is celebrating what Luis Araújo, the group’s president, is calling the country’s best-ever year in terms of tourism. Portugal’s rebounding visitor arrivals come only two years after pandemic shutdowns crippled the country’s crucial tourism industry.

American travelers have been at the forefront of the tourism rebound. The 1.1 million U.S. visitors Portugal drew in all of 2019 has already been reached in 2022.

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Now VisitPortugal is doubling down on the country’s growing popularity with U.S. vacationers, working with key travel advisors and tour operators and increasing its marketing of the country in several U.S. cities.

This past week, Visit Portugal partnered with Madame Tussauds Wax Museum to unveil a life-sized statue of Portuguese football star Cristiano Ronaldo in Times Square, New York. The event brought perhaps Portugal’s most recognized global figure to the attention of travelers in the country’s largest city.

During the unveiling, video and images of Portugal’s multiple environments, from lush forests and coastal areas to historic Lisbon, played over every electronic billboard in the famous “Crossroads of the World.” The life-like statue is now on display at the Wax Museum.

We spoke with Araújo about the unveiling, the Times Square billboard takeover and VisitPortugal’s campaign to further expand its U.S. visitor base.

TP: What is the tourism message behind the Cristiano Ronaldo statue unveiling?

LA: Today’s event has to do with the fact that the United States is growing tremendously [for] our country. It’s already our fourth [-largest] market and has been increasing since 2016.

Just to give you an idea, we had double the number of American tourists that we had in 2017 [this year]. So the action today has to do with that. We are starting a specific and focused campaign for the United States market, taking advantage of Madame Tussauds museum displaying a new statue of Cristiano Ronaldo. As he is Portuguese, we decided to join forces.

TP: What has made Portugal popular with U.S. consumers?

LA: I think it has to do with several things. First of all is connectivity. We have so many flights to Portugal from different companies, including United and Delta, [flying] from main [cities] including Newark, JFK, Boston, Chicago, San Francisco, Washington and Miami.

The second thing has to do with visibility. During the two years of Covid, we had workshops every week with tour operators and travel agents to specifically tell them about the diversity of Portugal.

Luis Araújo, VisitPortugal
Luis Araújo, president of VisitPortugal. (photo courtesy of VisitPortugal)

TP: How has this impacted the country’s popularity with Americans?

LA: Portugal has become the first destination for surfing in the searches in Google. Although it’s a small country, it has seven regions that are very different and we have been very active in showcasing that through our campaigns.

We have roughly minus four percent of overnight stays [this year] compared with 2019, but we have 14 percent more of the revenues compared with 2019. So it’s been a very positive year, in fact, it will be the best year ever.

TP: How does your organization regard American travelers?

LA: The American tourist is a very good one because they stay longer and they travel inside the country. The experience of the American tourist in Portugal is a very positive one. They love the gastronomy and the landscapes.

It’s a very safe country to travel around even if you’re a woman traveling alone. You can go anywhere in the country. We often say we have a big purpose as a tourism destination which is welcoming everyone and respecting differences.

TP: As a tourism-reliant country, how did Portugal weather the pandemic?

LA: Well, I think every destination had two very difficult years. We pretty much focused on the internal markets. That was the big savior of our industry. [Tourism] represents roughly 12 percent of Portuguese GDP and 10 percent of the working force. So that’s 400,000 people.

We have a population of 10 million. It’s a small country but we welcomed 27 million guests in 2019. So it’s huge what we did during the pandemic. Of course, we didn’t know when it would stop and when we would welcome everyone again.

TP: What was your strategy to deal with the impact of travel shutdowns and post-outbreak travel restrictions?

LA: We decided we should focus on communication-building, trust and being transparent with what was happening. We wanted to keep the link with stakeholders, not only the tourists that want to come to Portugal but [also] our partners in the markets so that they understand what are we doing that is different.

TP: What did the pandemic experience teach you and how are you applying that knowledge?

LA: I would say that these two years for us have been a big learning curve. We could not keep doing things the same way, so we’re now pretty much focused on sustainability. Our main key performance indicators are no longer how many guests we welcome. Of course, we are still focused on the revenues but most important factor now is the kind of guests we attract.

That’s why we’re so much focused on literary tourism and our contemporary art and architecture. We just launched some tours in Portugal that you can visit the country’s modern architecture. I think all of this is positive in terms of how we performed and we’re getting the results.


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  10. دوره پسر جذاب استاد محمد راد روانشناس و استاد مرد آلفا
    مرد آلفا در برابر اشتباهات، کاستی‌ها و نظرات شخصی افراد مدارا می‌کند.
    بنابراین، آلفا دیگران را بالا می برد تا اعتماد به نفس خود را در توانایی خود برای
    به اشتراک گذاشتن افکار، ایده‌ها و برنامه‌هایی که می‌توانند بر جهان و آدم‌های پیرامون او تأثیر مثبت بگذاردن، نشان دهد.
    دلیل هرگونه پس زدن فیزیکی همسرتان،
    کمبود انرژی مردانه شما و یا ناراحتی
    او از شما می باشد.
    ارگاسم آنها ممکن است یک پدیده فیزیولوژیکی بدوی باشد، بدون کوچکترین ترکیبی از احساسات – نتیجه
    جفت حیوانات، چیزی بیش از یک رفلکس.
    بنابراین، ارتباط فرد منتخب با یک شریک تصادفی در حضور یک رابطه طولانی مدت
    با مرد دیگری هرگز توسط جامعه مردانه
    پذیرفته نخواهد شد. زن با دادن حق بدن به مرد، به
    او هم دل می دهد و هم روح.
    رفتار مرد آلفا، راه رفتن، ساختار بدن – نشانگرهایی برای بقیه هستند.
    بدن آلفا فرمون های خاصی
    تولید می کند که در سطح ناخودآگاه توسط مردان و زنان اطراف آلفا به عنوان بالاتر در نردبان سلسله مراتبی خوانده می شود.
    او رهبر است، رهبر در همه چیز، و این گویای همه چیز است.
    آلفا یک ناقل مجرای ادراری (به ندرت پوست) است که درصد بسیار کمی
    از آن در جامعه وجود دارد و از این رو جذابیت آن
    ها است.
    این به او کمک می کند تا
    از هر موضع اجتماعی و اقتصادی بتواند با مردم ارتباط برقرار کند.

    در مطالعات حیوانات اجتماعی، از بالاترین فرد در سلسله
    مراتب سلطه گاهی آلفا نام برده می شود.
    نرها، ماده ها یا هر دو، بسته به نوع، می توانند آلفا باشند.

    ازآنجایی‌که این افراد اهل جلب‌توجه نیستند سعی
    می‌کنند در رقابت صحنه را به دیگران واگذار کنند.
    در یک کلام جان وین (مرد کلاسیک) را می‌توان سمبل سرسختی، پایمردی، وفاداری، اصالت نفس و شرافت طبع و پکیارچگی و انسجام شخصیتی انگاشت.

    این کتاب بسیار روان و خوش‌خوان است و برای کسانی که آشنایی
    زیادی با اصطلاحات روانشناسی ندارند کتاب بسیار
    مناسبی است حتی می‌تواند مقدمه‌ای برای شروع مطالعات شما
    در حوزه‌ی روانشناسی باشد. دومین استدلالی که وکیل همه مردان آلفا
    می تواند در دادگاه جهانی مطرح کند، منافع تکامل است.
    مصلحت عبارت است از توانایی بخش کوچکی از مردان در بارور کردن بخش زیادی از ماده ها به
    منظور تثبیت مفیدترین صفات در فرزندان.
    حامل ژن‌های منحصربه‌فرد، که برای رشد
    جمعیت مهم است، به دنبال انتقال وراثت ژنتیکی بزرگ به حداکثر تعداد ماده‌ها است.

    برای کسب اطلاع در زمینه مشاوره
    فردی کلیک کنید. خب، قبل از
    هر چیزی باید بدانید که “آلفا” اولین
    حرف الفبای یونانی است و به همین دلیل، مردان آلفا بالاترین مرتبه در هرم قدرت را دارند.
    مردان آلفا نقطه مقابل مردان بتا هستند و
    خیلی از افراد سعی دارند که به یک
    مرد آلفای جذاب تبدیل شوند.
    همه اطلاعات برای زنان چگونه با چنین مردانی رفتار کنند و
    چگونه همسر یک مرد آلفا باشند.
    آلفاها اغلب ورزشکار، خوش اندام هستند و از بدن خود مراقبت می کنند.
    آنها می دانند چگونه با سلیقه لباس بپوشند، لباس
    های مارک دار و ساعت های گران قیمت بپوشند.
    مرد آلفا بسیار شوخ طبع است و حتی اگر خودش کیس
    شوخی دیگران باشد و مورد تمسخر قرار بگیرد، میدان
    را خالی نمی‌کند. چون او می‌داند که یک
    شوخی احمقانه نباید بر ارزشمندی و اعتماد
    به نفس او تاثیر بگذارد.
    او صبور است و منتظر است که آلفا با لذت بردن از اسباب بازی بعدی، به یک شی جدید علاقه مند شود.

    پس از آن بود که بتا ویژگی
    های شگفت انگیز خود را نشان می دهد، یک شانه را جایگزین
    اشک می کند، تبدیل به یک دوست، عاشق، شوهر می شود.
    آلفا اولین حرف الفبای یونانی است و در دنیای حیوانات نیز این نماد
    برای حیواناتی که هدایت سایر اعضای گروه خود را بر عهده دارند و به نوعی
    بر بقیه حیوانات غلبه دارد گفته می شود.
    نرهای آلفا نره های قوی هستند که رهبری گله را برعهده
    دارند و از سایرین حفاظت می کنند از این رو در رفتار شناسی
    fi افرادی که بر دیگران تاثیرگذاری بیشتری دارند آلفا گفته می
    شود.
    در عین حال، حفظ حس آن آزادی کامل – بهترین راهقابل اعتماد “طلسم عشق”.

    این پاسخ به این سوال است که
    آیا ممکن است یک مرد بتا آلفا شود؟ اگر بتا
    برتری خود را در دوئل به آلفا و گله ثابت کند، می توانید.
    آنها هرگز به بالاترین دستهو مبتنی بر بیولوژیک
    است. از طرفی، این یک مزیت است
    – چنین حیواناتی در دعوا شرکت نمی کنند و می
    توانند زندگی آرام و سنجیده ای داشته باشند.
    اما حیوانات ارزش های متفاوتی دارند، یکی از غرایز اصلی که آنها را به حرکت در می آورد، غریزه تولید مثل است.
    ماده ها حق انتخاب دارند و
    نمی خواهند با حیوانات ضعیف یا ضعیف جفت گیری کنند – باز هم، این
    در طبیعت ذاتی است.

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