Challenges and opportunities of strategic communication in health and wellness tourism in Portugal = Retos y oportunidades de la comunicación estratégica en el turismo de salud y bienestar en Portugal

Abstract

The growing focus on wellness and well-being has led to the consolidation ofhealth and wellness tourism as a strategicpartof the tourism economy in Portugal. This study analyses how regional tourism boardscommunicate these conceptsand explores the challenges and opportunities presented bythis 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 strategiescapable of attracting tourists seeking aholisticbalance between physical, mental,and emotional health. Effectively communicating this distinctive value will be essential to strengtheningPortugal's competitiveness and resilience in a constantly evolving sector