Challenges and opportunities of strategic communication in health and wellness tourism in Portugal

The growing focus on wellness and well-being has led to the consolidation of health and wellness tourism as a strategic part of the tourism economy in Portugal. This study analyses how regional tourism boards communicate these concepts and explores the challenges and opportunities presented by this rapidly changing market. The study examined the evolution of communication related to health and wellness in tourism between 2020 and 2022 based on a literature review, analysis of institutional websites and monitoring of digital trends. The results show a predominant focus on spa tourism and limited exploitation of the concept of well-being in a broader sense. The research highlights the need for more innovative and diversified communication strategies capable of attracting tourists seeking a holistic balance between physical, mental, and emotional health. Effectively communicating this distinctive value will be essential to strengthening Portugal’s competitiveness and resilience in a constantly evolving sector.