Challenges to Portuguese tourism – Restelo old man or Cristiano Ronaldo?

Purpose: This paper aims to consider the state of the art of the tourism sector in Portugal, identifying the main problems and some challenges and solutions for the future. Design/methodology/approach: The main political decisions related to tourism were analyzed and related to the sector´s future performance. Findings: Portugal has been elected the best leading destination of the world, but it is important to outline the strategies needed to retain the quality of life of Portuguese residents and to keep and improve the experience of the tourist. This could be achieved by promoting “Portugal as a whole” (“Portugal por Inteiro”), applying policies of cohesion – policies that promote the development of the entire country, from the interior to the coastline, from the north to the south and the islands. Originality/value: This paper presents the perspective of the Center of Portugal Tourism Entity (Turismo Centro de Portugal) and how this tourist destination contributes to the national strategies outlined for the coming years.