Destination image management:

This study explores the perceptions of university students – both Portuguese residents and international students living in Lisbon – regarding the main attractions of the Lisbon Metropolitan Area, Portugal. While currently residing in Lisbon, these students are also potential future tourists. By understanding their views on Lisbon’s attractions, this study aims to provide insights that may inform destination strategies in other regions. Employing a mixed-methods approach, the research investigates the specific features that attract students to Lisbon, a city known for its rich cultural heritage and vibrant atmosphere. Data were collected from students at two higher education institutions through interactive questionnaires incorporating multimedia content about the area. The study highlights that cultural and historical landmarks, favourable climate conditions, and a commitment to ecological sustainability are key elements contributing to Lisbon's appeal. The findings show how these characteristics not only attract potential future tourists but also enable destinations to leverage their unique attributes to boost attractiveness and address sustainability challenges. This analysis contributes to a deeper understanding of tourist perceptions and destination qualities, offering valuable input for destination management and marketing strategies focused on sustainable tourism.