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Destination marketing strategies are designed to attract visitors, inviting them to acknowledge and virtually experience the different resources available on site. Still, their success also depends on the ability of destination management organizations (DMOs) to develop an effective communication strategy. The ongoing COVID-19 pandemic radically changed the goals set by the promotional campaigns launched by the Portuguese tourist boards. This study analyzes the textual content of the innovative promotional video campaigns released between mid-March and early April 2020 by Portuguese tourism authorities at national level (Turismo de Portugal), regional level (Centro, Algarve, Madeira and the Azores) and local level (Cascais) to promote these destinations during nationwide states of emergency. Since image is undeniably a key component of destination choice, content analysis approach was conducted using NVivo to measure the cognitive–affective image dimensions using a semantic differential scale. The results indicate that the campaigns conveyed inspiring messages of hope and trust to help restore tourists' confidence in their safety and emphasized the planning for future trips while aiming to reduce risk perception by highlighting that the destination is safe for travel. That way these campaigns are in close accordance with the literature focusing on corporate social responsibility applied to DMOs and image recovery strategies.

This chapter presents a theoretical reflection on the possible impact of politicians' positive Word of Mouth (pWOM) on the tourists' risk perception and destination image of Portugal in the context of the COVID-19 pandemic. The reflection is based on the collection of remarks or comments made by international politicians collected using Google as the search engine and subsequent manual textual content analysis. The results show five recurring themes in the politicians' pWOM: general praise, pandemic numbers, politician positioning, health care and population attitude. The discussion includes a reflection on the outputs of the channels used for the dissemination of the messages and the importance of the politicians' countries of origin to a market strategy that highlights Portugal as a tourism destination.

The evolution of tourism must be framed into policies that aim a development model perspective for the destinations, based on the analysis of economic, political, and social indicators. Therefore, emerging destinations, located in territories with low population density, should be a target of a careful strategy policy, considering the characteristics of the region. In particular, the disaster caused by the pandemic context (i.e., COVID-19) implied profound changes in tourism thinking, planning, and development of regions in Portugal and throughout the world. The present chapter proposes the creation of a tourism monitoring system for Arouca (Portugal), a territory classified as Low-Density Territory, with specific characteristics. The monitoring will involve the planning and management of database, at the disposal of all stakeholders, ensuring that the tourism flows in analysis do not get overwhelmed, allowing the discussion of opportunities and threats for the territory, based on the partnership between the population, public and private sector, adjusted to the social, cultural, economic, and environment perception. Will also be considered the perspective of the local community from Arouca's region, the main actors from the territory such as Geopark Association of Arouca and the City Council, according to the surveys used as data basis of this study, along with statistics analysis.

This chapter explores some examples of good and not-so-good practices implemented worldwide, especially in Southern Europe, in Creative Tourism activities developed by entrepreneurs. The case studies used in the present chapter are located either in urban territories, small cities or rural areas. The global market introduces some difficulties in achieving good practices, highlighting the need to improve solid partnerships. The support from private and public sectors to institutions and enterprises developing creative tourism activities is analysed. Administrative and economic difficulties are also considered, and some proposals for the future survival of institutions and enterprises. In a global market, the definition of clusters is playing an increasing role in the survival of local and regional economies. In the tourism market, where seasonality is also a significant problem with difficult resolution, creating clusters can also be a great tool to contradict this. However, the success of implementing clusters in the tourism market depends on strong leadership and in-depth monitoring of results planned to be achieved. The present chapter considers clustering in Creative Tourism and the difficulties of implementing it in South Europe. Cultural and organisational issues are highlighted, as well as the need to construct thematic clusters that feature the needs of tourists.

Since early 2020, the world has faced a pandemic that has caused a disruption in our lives, the likes of which have never been seen before. The COVID-19 pandemic changed the way we live, work, communicate, socialize, travel and even plan our future life. The lockdowns and civilian and travel restrictions imposed by countries worldwide have drastically affected citizens' daily routines and mobility. In consequence, all sectors are currently struggling with an unprecedented crisis, as health-related concerns have substantial effects on travel industry at the local, national and global level. The current increase in mortality rate caused by the new coronavirus has affected individuals' risk and safety perceptions and consequently their travel behaviour.

A quantitative research methodology using an online questionnaire was implemented in Portugal, and a sample composed of 1900 answers collected during one year allowed to analyze the impact that the current pandemic has on people's safety and risk perceptions and how it is affecting their daily life and travel behaviours and their willingness to accept civilian and travel restrictions. The results confirmed that the pandemic had a strong impact on Portuguese residents' safety perceptions and their travel and tourism plans. Also, it was possible to conclude that those perceptions have changed over the course of three pandemic waves.

The discussion focuses on the kind of implications this situation may have for tourism destination management and marketing. Study limitations and guidelines for future research are also forwarded.

2020 was a year marked by unprecedented health, social and economic global challenges caused by the Covid-19 pandemic, and understandably travel and tourism were among the most affected sectors.

In a world where disease outbreaks and pandemics are expected to become increasingly common, negative consequences related to other epidemics may be mitigated in the future by knowing how tourist destinations have handled a crisis of a much greater magnitude than those faced before.

Based on the long tradition of southern European tourist destinations, secondary sources are used for data processing and analysis that will help piece together an accurate picture of the tourist government policies and the alternative measures taken by those countries during the first months of the pandemic that may be useful to build resilient tourist destinations.

The aim of this chapter is to analyze how these countries managed this pandemic crisis, in order to mitigate future negative impacts from other pandemic crises and further potential Covid-19 waves and to reflect on how they may become better resilient destinations.

Today's tourists seek authenticity and high-quality experiences. This chapter presents exploratory results from a tourist well-being project conducted in Madeira Island, Portugal. Using a tourism well-being scale, onsite and online data were collected in 2019. The study suggests that tourists with higher well-being are younger, have lower qualifications, are retired and/or students, first timers, and mainly Portuguese (mainland). Participants identify gastronomy, walk in nature, and landscape as the three most enjoyed activities/experiences. Results showed that tourists in Madeira want to have fun, experience something unique, and develop positive relationships. This study opens doors to offer customized experiences considering tourists psychological profile and their well-being.

Innovation is critical to the tourism industry. Living Labs (LLs) are innovation ecosystems which are becoming popular in tourism. LLs are a model of open innovation characterized by a networked approach to innovation. Local communities and businesses are usually excluded from processes of decision-making concerning the management of tourism. LLs enable local communities' participation in the sustainable development of tourism, thereby providing them the opportunity to increase their share of benefits. This chapter focuses on a case study of an LL recently created in Portugal and discusses LLs as an environment for tourism innovation where the local community is stimulated to explore competencies to cocreate value.