The Innovation Tourism Hub – addressing unique challenges for Portuguese tourism
How can Portugal keep its tourism industry relevant to the latest trends and, at the same time, address the unique challenges that the sector faces?
One body that aims to find the answers to striking the right balance between sustainable tourism and over tourism is an exciting and innovative new project from the University of Porto called the Innovation Tourism Hub.
The hub is being championed by the former Secretary of State for Tourism under the PS socialist government of António Costa, Rita Marques, who was in office between 2019 and 2022.
The Irish-Portuguese Business Network (IPBN) interviewed Rita Marques in the lead-up to its 3rd IPBN Tourism Conference which will take place in Vila Nova de Gaia, Porto, on Thursday, 14 November at the WoW (World of Wine) Art Gallery.
The Innovation Tourism Hub aims to promote innovation and co-creation and Rita Marques, who will be a keynote speaker at the conference, tells the IPBN that The Hub collaborates with a mix of local and international organisations to ensure a broad perspective in its initiatives.
“On the Advisory Board, notable members include the Tourism National Board of Portugal and the UNWTO. This collaboration allows the Hub to align with both local industry requirements and international standards, addressing the unique challenges of Portuguese tourism while staying in tune with global trends,” she says.
Rita explains that The Hub is making its mark through the launch of several impactful projects that address critical areas within the tourism sector.
Rita highlights the Observatory of Migratory Talent in Tourism, which revealed that “approximately 40% of tourism companies in Portugal lack formal migrant inclusion programs, underscoring a significant gap in the integration of migrant workers who constitute a substantial part of the tourism workforce as we all know – 120,000 of the 785,000 immigrants in Portugal are employed in tourism.
The Hub is also preparing to contribute to cultural heritage preservation through initiatives that balance the need to protect historical sites with the evolving demands of modern tourism.
This objective aligns closely with Turismo de Portugal’s recent ‘Portugal is Art’ campaign, which celebrates the richness of Portugal’s cultural and artistic heritage.”
These preservation initiatives complement the ongoing work of the Livraria Lello Foundation of which Rita Marques is the president.
The foundation is dedicated to safeguarding cultural heritage while addressing societal challenges through public engagement and awareness-raising activities.
Rita also reveals that the Hub is exploring new business models that incorporate sustainability and digital transformation, providing vital support to community-based tourism initiatives.
The former Secretary of State for Tourism explains: “We aim to support the development of projects that not only respect local communities, but also enhance the overall resilience and appeal of Portugal as a tourism destination.”
When it comes to Fundaçao Livraria Lello’s initiatives to protect the historical and cultural value of the bookstore, its role extends beyond the iconic bookstore.
“Our headquarters is located at the Monastery of Leça do Balio, a national monument in Matosinhos and a significant landmark along the Caminhos de Santiago.
Under the guidance of Pritzker Prize-winning architect Álvaro Siza Vieira, the foundation has restored the monastery, integrating contemporary design elements that enhance its historical significance.
A striking new open-air landmark, crafted in white concrete, symbolises a dialogue between history and innovation. The foundation also organises events that promote literature, critical thinking, and cultural heritage.
The ‘Act the Thought’ exhibition, for example, addresses the societal impact of misinformation, featuring personalities like Salman Rushdie, Malala Yousafzai, and Ai Wei Wei.
Through these initiatives, Fundação Livraria Lello strives to foster a deep appreciation for literature and cultural heritage, embodying its vision to ‘put the world reading the world.’” Rita says.
Although she is not directly involved in Livraria Lello’s commercial activities, Rita shares that several improvements have been implemented to accommodate the steady flow of visitors better.
These enhancements include an innovative ticketing voucher system to manage entry and new after-hours guided tour slots and a planned architectural extension to the bookstore, designed by Álvaro Siza Vieira, which will offer additional visitor space and a dedicated area for cultural events, which was only just announced on October 31, 2024!
This expansion is intended to maintain the bookstore’s unique ambiance while enhancing facilities to meet the demands of its growing visitor numbers.
On the same day, Livraria Lello unveiled an exciting revitalisation project for Rua do Loureiro, transforming it into a vibrant cultural corridor. This project will create spaces for literary and cultural events, extending the cultural heritage that Livraria Lello embodies and providing more enriching experiences for all visitors who travel to Porto!
Regarding sustainable tourism, Rita explains the fundamental issues tourism businesses should tackle. These issues, according to Rita, “revolve around people — locals, tourists, and the talent within the industry.
“Tourism businesses need to ensure that local communities benefit both economically and culturally, while also addressing challenges like overcrowding and cultural erosion”, she says.
“On the other hand, creating meaningful and respectful experiences for tourists is crucial. This involves managing visitor flows to avoid overcrowding, ensuring responsible behaviour in sensitive areas, and offering experiences that promote cultural understanding”, Rita adds.
The industry also relies heavily on skilled and motivated employees, so continued investment in training, fair wages, and supportive work environments is essential for attracting and retaining talent.
Embracing diversity and inclusion within the workforce reflects the global diversity of travellers and enhances service quality.
And emphasises: “Ultimately, tourism businesses’ success depends on balancing the needs of these three groups, creating an inclusive environment that respects and enhances the experience for everyone involved”.
During Rita’s tenure as Secretary of State, she oversaw several tourism-sector specific initiatives that have made an impact towards reaching UN Sustainable Development Goals. Among these, three stand out for their impact.
Rita said, “Launched by Turismo de Portugal, the Clean & Safe campaign established health, and safety protocols for tourism enterprises, ensuring rigorous hygiene standards to protect visitors and staff during COVID. It has been pivotal in restoring traveler confidence and promoting safe tourism practices across Portugal and was the first initiative of its kind worldwide.
The Empresas Turismo 360º Programme encourages tourism businesses to integrate Environmental, Social, and Governance (ESG) criteria into their operations.
Through training and tools for sustainability reporting, it fosters responsible business practices that contribute to environmental preservation and social well-being.
The programme also recognises companies that demonstrate exemplary ESG performance.
Finally, recognising that talent is essential to tourism, the Upgrade Programme provided free and online training to enhance the skills of tourism professionals.
“By offering accessible training, it ensures that the workforce is well-equipped to meet evolving industry demands.”
In 10 years, Rita envisions sustainability as the absolute foundation of the tourism industry, no longer an additional feature or a response to external pressures. “Every aspect of tourism — from destination management and business operations to visitor engagement — will be fundamentally rooted in sustainable practices.
The industry will focus on offering experiences that authentically connect people with destinations, emphasising genuine interactions with local cultures and communities.
Tourism businesses will prioritise initiatives that directly benefit local economies, supporting small enterprises, artisans, and community-led projects that enhance residents’ quality of life and strengthen regional identities.
“Our collective energy will be dedicated to creating these responsible travel experiences that are deeply respectful of both the places visited and the people who live there. In this way, tourism will evolve into a powerful force for preserving the world’s heritage, inspiring future generations to value, protect, and celebrate the diversity of our planet. As Oscar Wilde once said, “To live is the rarest thing in the world. Most people exist, that is all.’”
“By prioritising sustainability, we can ensure that tourism enables us not just to exist but to live deeply and meaningfully, leaving a positive legacy for generations to come”, concludes Rita Marques.
The IPBN Tourism Conference runs in Porto on Thursday, November 14 where attendees can learn what other initiatives are underway, and find out how businesses can adhere to new ways of working to bring a greener and more equitable future for all.
