A new film-based campaign from Visit Porto and North of Portugal highlights the growing trend of destinations using narrative-driven content to attract meetings and events business.
“The Big Trend, by Ofelia de Souza” represents a departure from conventional destination promotion, which typically focuses on venue capacity, infrastructure and accessibility. Instead, the three-minute film uses humour and cinematic production to showcase the region’s event professionals, congress organisers and local suppliers.
The campaign includes appearances from the destination’s own CVB team, reflecting an emerging approach in MICE marketing that emphasises authentic local voices over polished corporate messaging. This people-centred strategy aligns with research suggesting that event planners increasingly value community engagement and cultural immersion when selecting destinations.
The initiative forms part of Porto and Northern Portugal’s positioning strategy for 2026, supported by investment through the NORTE 2030 Programme. It follows the destination’s previous “Majestic Adventures of Ofelia de Souza” campaign, which received international recognition.
Industry observers note that film-style marketing is becoming more prevalent among destinations seeking to differentiate themselves in a competitive European MICE market. The approach represents a shift from technical specifications towards emotional resonance and storytelling – methods more commonly associated with leisure tourism marketing.
Whether this narrative-driven strategy proves effective in converting event planner interest into confirmed bookings remains to be seen, though it reflects broader questions facing the sector about how destinations can stand out when infrastructure and facilities are increasingly comparable.
The campaign is available at: https://www.youtube.com/watch?v=awLzoltsv5E