Turismo do Algarve presented a new multimedia campaign aimed at the Portuguese and Spanish markets, with a special focus on Andalusia, reinforcing the region’s positioning as a privileged destination to celebrate the entry into 2026. Inspired by the symbolism of New Year’s Eve rituals, the initiative takes on the claim “Start the year with luck. It starts in the Algarve.”, highlighting the Algarve as a territory of good energy and memorable experiences.
According to Turismo do Algarve, the campaign aims to present the destination as a true “lucky charm” for those looking to welcome the new year in an environment marked by the unique light and authenticity that characterize the region. In this season of reunions and traditions, the invitation involves transforming the arrival of the new year into a meaningful experience, associated with well-being and renewal.
The recovers some of the most emblematic gestures of New Year’s Eve – eating raisins, toasting, jumping at midnight or throwing a coin into the sea – reinterpreting them from a sensorial and identity perspective of the Algarve. The message leads the public to the central idea that “true luck is starting the year in a place where everything flows naturally, where the sea, light and joy come together at the same moment”.
The campaign runs until mid-December, in a strategy that combines television, social media, Google Ads, YouTube and outdoor advertising in Portugal and Andalusia. In Spain, the presence is reinforced in the cities of Seville, Huelva and Cádiz, through strategically selected billboards and bus shelters, complemented by digital campaigns aimed at travelers motivated by leisure, culture, gastronomy and nature.
On national territory, television viewing is accompanied by a strong digital dynamic, ensuring reach among families, couples, groups of friends and travelers looking for inspiring destinations to celebrate the beginning of the year.
Developed by the agency Comunica.me, the campaign “Start the year with luck. Start in the Algarve.” reinforces, according to Algarve Tourism, the commitment to promoting the region throughout the year and valuing periods with high potential demand. The initiative also contributes to consolidating the Algarve’s strategic positioning in the Iberian market, at a time marked by a growing intention to travel.
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