By Salomé Carreira
Communicating Portugal’s marine identity through science and responsible encounters at sea.
As the world awakens to the idea of a greener planet, the tourism industry increasingly seeks to align itself with principles of sustainability and environmental responsibility. Within this context, marine wildlife observation tourism has emerged as one of the most sought-after experiences in the Algarve, the southern region of Portugal. Traditionally associated with crowded beaches, intense summers and mass tourism, the Algarve reveals another, quieter identity offshore — one shaped by patience, curiosity and a deep connection to marine biodiversity conservation.
Operating from Faro, Ocean Vibes Algarve has been developing marine wildlife observation experiences combined with scientific research. Founded six years ago by two Portuguese marine biologists, Alfredo and Pedro, the company survived the COVID-19 pandemic just one year after its creation. Ocean Vibes operates exclusively in mainland Portuguese waters and runs marine wildlife observation activities year-round, positioning itself at the intersection of tourism, science and environmental education.
A biodiversity hotspot in Portuguese waters
The range of species observed by the company reflects the biological richness of Portuguese waters, highlighting the country’s position as a top destination for marine wildlife encounters. Cetaceans feature prominently, with 14 species recorded and more than 476 dolphin tours. Seabirds — including puffins, razorbills, shearwaters and skuas — are frequently sighted. Elasmobranchs such as manta rays, hammerhead sharks and basking sharks are also part of the region’s marine landscape, alongside fish species like triggerfish, pilotfish and wreckfish. Reptiles and gelatinous organisms, including jellyfish and the loggerhead turtle, complete this diverse ecosystem. Whales, too, are drawn to these waters: during 2024 alone, Ocean Vibes recorded 138 whale sightings, representing five different whale species.
Where science meets tourism
This biodiversity attracts tourists from around the world. Yet Ocean Vibes is not driven by tourism alone. The company places strong emphasis on research tours involving students from Portuguese universities. These outings focus exclusively on marine ecosystem research, with the sole objective of collecting data for scientific studies and publications. According to information shared on the company’s Instagram account (@oceanvibesalgarve), in 2022 Ocean Vibes conducted 28 scientific trips involving 12 students. This model illustrates how wildlife tourism can be effectively integrated with scientific research, enabling the collection of valuable, results-driven data for conservation and tourism management. Through social media, this knowledge can circulate beyond academic circles, fostering closer relationships between communities and the natural world.
For the general public, engagement often begins with simple curiosity about a species. The company’s communication strategy embraces this curiosity, sharing accessible and sometimes playful information that helps demystify marine life. These small, relatable facts create emotional connections: marine species move from a distant news story into the personal experience of the observer. As a result, the ocean becomes not only a place to visit but a space worth protecting. Visitors arrive with curious questions, while the company responds with informed, conscious answers — an exchange that feeds a continuous cycle of learning, trust and engagement. Consequently, many clients return to Ocean Vibes more than once.
Ocean Vibes primarily targets travellers with a sensitivity toward nature conservation: families, solo travellers and wildlife photographers. Within Portugal, international tourists — particularly from the United Kingdom, the Netherlands and Germany — form a substantial portion of the company’s clientele. However, sensitivity does not necessarily imply knowledge. Midway through the interview, Alfredo recalls a moment that captures this gap humorously: a tourist once said he was sad because all the dolphins he saw were big and grey, when he had expected to see small, yellow ones. Such questions highlight the importance of the scientific briefing the biologists provide before each departure. Calmly and clearly, Alfredo explains which species may be encountered and outlines their characteristics, communicating in several languages and reinforcing wildlife-approach regulations.
Transparency beyond the boat
Before the experience even begins, Ocean Vibes communicates openly through its digital platforms — Instagram, Facebook, LinkedIn and the company website, oceanvibesalgarve.com. These channels describe the species that may be observed during different seasons, the company’s objectives, the type of vessels used, the location and duration of the experience, the maximum group size and verified data on sightings. Ethical behaviour guidelines are clearly communicated, reinforcing the responsibility each visitor holds before and during the experience. In this sense, digital communication becomes an essential tool in shaping responsible tourism behaviour. Alfredo emphasises the central role of social media in spreading the company’s message: the desire to see marine wildlife firsthand is amplified by photographs, videos and factual details shared online. Platforms such as GetYourGuide, Viator and Tripadvisor stand out as key contributors to the company’s visibility.
The biggest challenge: a lack of enforcement at sea
Regarding the biggest challenges he faces, Alfredo points to the lack of enforcement at sea. Marine wildlife observation in Portugal is governed by environmental regulations, including limits on the number of vessels allowed to operate simultaneously. “The law mentions a maximum of three vessels at the same time carrying out this activity,” he explains, “but there is little to no enforcement, and that is one of the major problems with these experiences.” During the summer months, he adds, the situation becomes particularly frustrating, with more than fifty vessels operating simultaneously in the same areas. This article calls for action by Portuguese authorities, particularly as Portugal benefits directly from these experiences.
A ripple effect for Portugal’s tourism identity
Ocean Vibes actively positions the country as one of the best destinations in the world for observing marine life. Alfredo notes that the company currently ranks at the top of search results for this type of experience, meaning that tourists searching globally for marine wildlife encounters are likely to find Portugal as a prime destination. By sharing scientific statements such as “the whole Portuguese coastline is home to thousands of wild dolphins,” Ocean Vibes contributes directly to the international marketing of Portuguese tourism. This visibility generates a ripple effect: visitors who take part in marine tours often dine at local harbour restaurants, stay in regional hotels and engage in additional activities. Beyond whale and dolphin watching, the company also attracts travellers interested in birdwatching or in the endangered seahorses within the Ria Formosa Natural Park, reinforcing the natural heritage of Portugal.
The experience offered by Ocean Vibes represents only the tip of the iceberg of the broader potential these visitors hold for strengthening Portugal’s tourism identity and national economy — through job creation, regional development and the promotion of cultural and natural heritage. These factors underline why institutions such as Turismo de Portugal and the Instituto de Conservação da Natureza e Florestas should invest in small companies operating in nature tourism. As one of the fastest-growing and most internationally visible niches within the industry, nature-based tourism delivers direct economic benefits while reinforcing the image of a modern and sustainable Portugal.
Salomé Carreira wrote this piece as part of her training at the School of Travel Journalism. If it inspired you, explore the Master’s Degree in Travel Journalism and the Master in Gastronomic Journalism and Communication, watch our students’ travel documentaries on YouTube, and listen to their stories on our Spotify podcast.
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This article is part of the practical work carried out by students on the Master’s Degree in Travel Journalism at the School of Travel Journalism.