SUMMARY
Portugal's development strategy is to diversify its tourism business in order to combat seasonality. Business tourism (MICE1) is one sector on which the country is banking to increase its attractiveness. In recent years, Lisbon has become an emblematic example of territorial marketing, thanks to the definition of a strategic framework supported by an ambitious tourism policy.
Portugal's capital has set itself the goal of becoming one of the world's most attractive cities for talent, innovative business and business tourism. Tourism has made a significant contribution to economic growth and local activity, with a 6% annual increase in visitor numbers since 2009.
Lisbon's friendly spirit, warm welcome, mild, temperate climate and openness to the Atlantic Ocean make it one of the most pleasant cities in Europe. It's the only European capital with a waterfront right in the heart of its city center, and boasts Europe's largest square open to the sea.
Key words : Attractiveness, image shift, economic development, hospitality, image, innovation, territorial marketing, MICE, international influence, start-ups, tourism, business tourism, MICE tourism, Europe, Portugal, Lisbon
Illustration: Photo taken from the website www.lonelyplanet.fr ©
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