Consumption of experience and contemporary tourism: the campaign Can't Skip Portugal

Abstract

In order to understand the transformations in contemporary tourist consumption practices and discourses, we have tried to discuss in this article how the publicity carried out by Turismo de Portugal represents the country as a tourist destination in an online campaign, launched in 2017, aimed at the international public, entitled Can’t Skip Portugal. We seek to understand the built strategies and the allusion made to emotions and experience as objects to be consumed by visitors, articulating theoretical considerations from the Sociology of Tourism and of Culture regarding tourism activity and “consumption of experience” with the perspective of Cultural Studies.