ABSTRACT
Portugal is highly dependent on tourism and the country has established a strong organization, Tourism of Portugal (Turismo de Portugal), to manage this industry. Tourism of Portugal has the role of promoting Portugal in international markets. Nonetheless there is no single structure that manages the Portugal brand for tourism as well as for other industries in an all-inclusive way. Moreover, there has been no discussion with society at large as to what Portugal should represent and the direction it should take. Without a structure in place to manage the Portugal brand, and little discussion or involvement of different stakeholders, it is difficult to say that Portugal has a nation brand strategy.
