Visit Portugal is launching a new campaign aimed at travelers from the United Kingdom. The campaign includes a video calling for a strong focus on responsible and sustainable tourism in 2021.
The #CantSkipTomorrow message, delivered by a young child adopting the persona of ‘tomorrow’, is a call for discovering new ways of traveling. It is a different paradigm: a collective conscience that protects all the unique wonders of nature.
The message for a better future was developed from the song Verdes são os campos by Zeca Afonso, created from a poem by Luís Vaz de Camões. The campaign is derived as well from the guidelines given by the United Nations World Tourism Organization which have pointed out that the actions of travelers will help the travel industry redefine itself in a stronger and more sustainable way than ever before. All of this, of course, after the risks of the Covid-19 pandemic have been controlled.
The #CantSkipTomorrow message is the latest call from Portuguese tourism officials to change the way we view sustainability. The line is a variation on the original #CantSkipHope first coined by VisitPortugal when the pandemic broke out in early 2020; it called for the world to stop, pause and dream of traveling to their country in the future
Last year the national tourism board released a key three-year framework (2020-2023) to be followed in order to achieve the wider government-led strategy to make Portugal one of the most sustainable tourism destinations in the world by the year 2027.
“This conveys our responsibilities, as a tourism destination, to the Portuguese, to tourists, to companies in the sector and above all to a planet that needs to regenerate,” said Luís Araújo, president of Visit Portugal and chairman of the European Travel Commission. “After launching the Sustainable 20-23 Plan (under public discussion until January 26th), we also assumed sustainability as the focus of our promotion, in order to prepare a more resistant, more resilient and, above all, responsible future.”
Visit Portugal also launched a message calling on the promotion of more responsible and sustainable practices for the officials in France, Spain, Germany and other nations.