As the quarter-finals of the European Football Championship kick off, Portugal is leveraging the event to boost its tourism appeal. The much-anticipated Portugal-France match, featuring the legendary Cristiano Ronaldo, is not just a sporting event but a strategic opportunity for Portugal's tourism office. With Ronaldo's influence attracting thousands of tourists to his hometown of Madeira, the Visit Portugal campaign humorously claims, 'Portugal, favorite of the Euro in more than football,' aiming to draw football fans to the country.
This campaign targets key markets including France, Germany, the United Kingdom, and Spain, whose teams are still competing in the Euro. Portugal hopes to surpass its record tourist numbers from 2023, when it welcomed 30 million travelers, generating 77 million overnight stays and 25 billion euros in revenue—a 37% increase from 2019 and an 18.5% rise from 2022. The campaign highlights Portugal's national treasures like the giant waves of Nazaré, its rich gastronomy, and wine tourism in the Douro Valley.
Meanwhile, the French national team, known as the Blues, is struggling to win over fans despite advancing to the quarter-finals. According to a recent Odoxa sports barometer survey, 63% of French people are dissatisfied with the team's results, and 59% are unhappy with the matches as spectators. The narrow victories and draws have failed to excite the French public, with many pointing to a lack of individual commitment and player performance as key issues.
Notably, the performances of star players Kylian Mbappé and Marcus Thuram have been underwhelming, with over half of the French population expressing dissatisfaction. However, players like Ngolo Kanté, Mike Maignan, and Theo Hernandez have received praise. Despite the mixed feelings, optimism remains as 62% of French people and 72% of football fans believe the Blues will eliminate Portugal and advance in the tournament. Yet, only a minority see them winning the final in Berlin on July 14.
- Portugal's tourism sector is banking on the European Football Championship to drive interest and boost visitor numbers. By associating the country's appeal with its football prowess, the Visit Portugal campaign aims to attract tourists from key European markets.
- The French national team's performance in the Euro has been a mixed bag, with fans expressing dissatisfaction with the team's results and player performances. Despite this, there is still hope and optimism among the French public and football fans for the team's success in the tournament.
