“Tourism is dead…”

Date – Thursday, 25 September
Time – 14:20 – 15:00
Location – Auditorium 5, CCL

The travel sector stands at a crossroads. As global challenges reshape the expectations and values of travellers, especially younger generations, the traditional tourism product is quickly losing relevance. In this session, Luís Araújo, former President of Turismo de Portugal and a leader in sustainable and innovative travel strategy, invites the industry to confront a bold idea: Tourism is dead… 

What does this mean for those designing, selling, and delivering travel experiences? How can we evolve our offerings to meet not just the needs of buyers, but the values of the next generation — and their parents, teachers, and communities? Which are the challenges we face? With deep experience across both public and private tourism sectors, Luís offers insight into how enterprises can adapt and lead. He’ll explore what’s driving the shift in travel expectations, and how to align product design with sustainability, relevance, and long-term impact.