Inspired by Portugal’s natural, cultural, and gastronomic riches, VisitPortugal unveils its latest campaign, “Portugal, an unwritten recipe”, focused on gastronomy as a reflection of Portuguese history, tradition and culture, the campaign celebrates the unique blend of ingredients of Portugal as a tourism destination.
This campaign invites you to taste and explore Portugal through a recipe that combines ingredients such as the freshness, authenticity, creativity, sustainability, and generosity of the Portuguese people. Comprising a concept film and five videos dedicated to each of these themes, the campaign showcases destination imagery interspersed with visuals of ingredients and dishes, taking viewers on a journey through the flavours of the regions, the culture, and the community life. “Portugal, an unwritten recipe” highlights a gastronomy that blends tradition with modernity, creating unique and memorable experiences.
Interest in Portugal in terms of gastronomy and wine has registered a consistent and relevant increase in the main markets sending international tourists. The campaign is particularly targeted to Germany, Spain, the United States, France, and the United Kingdom, and will be promoted through digital media on platforms such as Facebook, Instagram, YouTube, and Online Video, including the Connected TV format, ensuring a multichannel communication approach.
Portugal stands out for the freshness of its produce, from fresh fish and seafood caught in the cold waters of the Atlantic to vegetables grown in rich soils and diverse climates. This freshness is reflected in its authentic gastronomy, which emphasizes the use of seasonal and local ingredients, ensuring genuine culinary experiences. Portugal is a destination of gastronomic diversity, offering unique dishes that reflect historical and cultural influences, creating a rich and varied palette of flavours.
Creativity is evident in how Portuguese chefs combine tradition and innovation, transforming ancestral recipes into modern and memorable experiences. This approach is complemented by a commitment to sustainability, demonstrated through practices that minimize waste and respect natural cycles. From local markets to vineyards and award-winning restaurants, Portugal offers experiences that celebrate the connection between the land, the sea, and its people, providing a unique and enriching visit.
“Portugal, an unwritten recipe” is part of a broader plan to internationalize Portuguese gastronomy as a distinctive and decisive asset for promoting the destination, making it a key reason to visit Portugal. The campaign thus aims to enhance the recognition of Portuguese gastronomy as a unique and attractive factor for the destination. Gastronomy holds immense potential to stimulate the local economy, promote sustainability, inclusion, and territorial cohesion, and as such, it represents a fundamental pillar in the strategy to promote Destination Portugal.
Because in Portugal, every dish tells a story and every meal is a celebration of life—serve it just right and savour the experience.
