“That's what we want. It is very clear to us at the level of public policy, in line with Turismo de Portugal, that Portugal has to be the most sustainable country in the world”, said Rita Marques.

In her view, for this to happen, there must be “many headings” in that direction, with catering, tourist entertainment and hotel companies working to obtain the Biosphere certification (which certifies sustainable tourism).

“The important thing is that we make a difference, because, in order to continue to grow in value, we have to be many, it is not enough by decree or imposition of Turismo de Portugal to claim that we are the most sustainable country in the world. We have to make a concerted effort,” she stressed.

Rita Marques said that “tourism is not sold just because Portugal has extraordinary assets: idyllic landscapes, a wonderful sea and genuinely delicious cuisine”.

“We have to work from a different perspective and professionalise this work, orienting it towards major trends”, she stressed, adding that “today, sustainability is something that is positively evaluated by the client” and, therefore, must be worked on in the its three dimensions, namely economic, environmental and social.

Not a cheap destination

According to the Secretary of State, “Portugal has not been a cheap destination for several years”, exemplifying that, despite receiving “half of the tourists that Greece receives”, it has “exactly the same tourist income”.

“We have a very interesting tourist revenue per tourist and growing in a very evident way. We have a very tangible goal which is to reach 2027 with 28 billion euros of tourist revenue,” she added.