Rethinking Tourism in Portugal’s “Venice”
By Gustavo Pé D’Arca
Aveiro, often dubbed the “Venice of Portugal,” is more than a postcard-perfect city of canals and moliceiros. Beneath its Art Nouveau façades and salt-scented breeze lies a region navigating the complex tides of modern tourism. As Portugal’s tourism sector surges, Aveiro finds itself at a crossroads: how to welcome the world without losing its soul?
This article explores Aveiro’s tourism strategy through a critical lens, integrating key concepts from Damià Serrano’s masterclass — sustainability, strategic communication, local identity, and innovation — to assess whether the city’s charm can endure the pressures of popularity.
Strategic Communication: Selling More Than Scenery
Aveiro’s tourism board has embraced a multi-platform marketing strategy that blends traditional storytelling with digital innovation. Campaigns highlight the city’s unique blend of nature, culture, and gastronomy — from the “Ria de Aveiro” to the iconic “Ovos Moles” pastries.
But beyond aesthetics, Aveiro is positioning itself as a smart destination. In 2024, the city was named the Portuguese Capital of Culture, and in 2025, it was shortlisted for the European Green Pioneer of Smart Tourism competition. These accolades reflect a shift from passive promotion to purpose-driven communication, where values like sustainability, inclusion, and innovation are front and center.
Aveiro’s branding is also deeply rooted in its dual identity — tradition and modernity. As Sandra Regala from OURS branding agency notes, “Every detail tells a story — and Aveiro has plenty of inspiration to offer”.
Sustainability: Beyond Buzzwords
Aveiro’s commitment to sustainability is not just symbolic. The city has implemented several initiatives to reduce its carbon footprint:
- BUGA shared bicycle system with GPS tracking for route optimization
- Electric moliceiros and buses, replacing traditional fuel-based transport
- Waste management incentives for residents, promoting circular economy practices
- Real-time air quality monitoring via an Urban Platform
These efforts align with Portugal’s national Sustainable Tourism Plan 2020–2023, which emphasizes environmental efficiency, community engagement, and yearround tourism. However, challenges remain. Coastal erosion, seasonal overcrowding, and infrastructure strain during peak months raise concerns about overtourism, especially in fragile lagoon ecosystems.
Local Identity: Preserving the Soul of the City
Aveiro’s identity is deeply rooted in its maritime heritage, ceramic traditions, and university-driven innovation. The city’s cultural programming in 2024 aimed to celebrate local history while engaging new audiences.
Projects like “VivaCidade” — a community-led urban regeneration initiative — have transformed abandoned spaces into vibrant public plazas. These efforts reflect a growing awareness that tourism must serve not just visitors, but the people who call Aveiro home.
The initiative brought together students and longtime residents to co-create public spaces, reinforcing a sense of belonging and shared stewardship. As Mayor José Ribau Esteves stated, “The success of VivaCidade motivates us to choose new nooks and crannies of the city for future enchantment”.
Innovation & AI: Designing the Future of Experience
Aveiro is emerging as a tech hub, with its university leading research in smart cities and digital tourism. Artificial Intelligence (AI) is being used to enhance visitor experiences through:
- Predictive analytics for crowd management.
- Interactive wayfinding systems to reduce congestion and improve accessibility.
- Digital storytelling platforms that connect tourists with local narratives.
These innovations aim to prevent overtourism by distributing visitor flows and promoting lesser-known attractions. But they also raise ethical questions: Can algorithms truly capture the essence of a place? And how do we ensure that technology enhances — rather than replaces — human connection?
Aveiro’s use of wayfinding as an innovative practice has been recognized as a tool to manage tourism sustainably, guiding visitors through curated routes that respect local rhythms and reduce pressure on hotspots.
Purpose-Driven Travel: A New Kind of Tourist
Aveiro’s evolving strategy reflects a broader shift toward purpose-driven travel. Tourists today seek authenticity, sustainability, and meaningful engagement. Aveiro is responding by:
- Promoting eco-tourism in the Ria de Aveiro and salt flats.
- Supporting local artisans and gastronomy.
- Encouraging slow travel through walking tours and cultural immersion.
Yet, the city must tread carefully. As popularity grows, so does the risk of commodifying culture. The challenge lies in balancing visibility with vulnerability — ensuring that Aveiro remains a place to be experienced, not consumed.
There are some standout examples of art installations and cultural events in Aveiro that beautifully reflect the city’s local legacy and evolving identity:
Held every two years, this event celebrates Aveiro’s deep-rooted ceramic tradition while showcasing contemporary works from international artists. It transforms public spaces, galleries, and even urban corners into ceramic showcases. The 16th edition featured installations that blended traditional Portuguese tilework with modern sculptural forms. A powerful example of local identity meeting innovation, reinforcing Aveiro’s reputation as a creative hub.
- Street Art as Collective Memory
Aveiro’s walls have become canvases for artists exploring themes of identity, memory, and urban transformation. Murals often depict maritime heritage, salt workers, and moliceiros — symbols of the city’s past. These installations are part of a broader movement to reclaim public space through art, turning the city into a living gallery.
As part of its smart city strategy, Aveiro has launched projects that fuse technology and artistic expression. Interactive installations, digital art labs, and immersive experiences have been developed in collaboration with local creatives. These initiatives played a key role in Aveiro’s candidacy for European Capital of Culture 2027.
Navigating the Future
Aveiro’s tourism strategy is a compelling case study in strategic adaptation. By integrating sustainability, innovation, and local identity into its promotional efforts, the city is charting a course toward a more resilient and inclusive future.
But the journey is far from over. As Damià Serrano emphasized, tourism must be valuedriven, not volume-driven. Aveiro’s success will depend not just on how many visitors it attracts, but on how deeply it connects — with its own people, its environment, and the travelers who seek more than just a pretty picture.
his 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.