Portugal named Europe’s Best Tourist Brand and third best in the world at Country Brand Awards

Portugal, United Arab Emirates and Australia are the top three national brands in the world, in the category of tourism promotion, according to the first-ever Country Brand Awards. Portugal ranked number three globally and was the highest ranked European destination (a score of 7.37 out of 10).

The jury comprises professionals from the communication world and is chaired by Country Branding specialist, Didier Lagae, author of the book “Marca Pais, Un Pais como Marca” and Founder and CEO of MARCO.

The judges' evaluation took place in September and October and considered tourism promotion campaigns for the last three years but also the health management of COVID-19, during the first wave. In the end, the independent study recognised the work of building a Country Brand while in the turmoil of a global pandemic.

Regarding Portugal's victories, Luis Araujo, President of Visit Portugal, stated: “It is with particular pride that we see the work of Visit Portugal recognized abroad, especially in this exceptional year. In view of the impediments that have affected our industry, Visit Portugal has, since the beginning, implemented measures to minimize the impact of the temporary reduction in tourism demand levels, betting on a promotion adjusted to the moment, in specific actions in different markets and above all, seeking to reinforce confidence in the destination.”