The Sea by Tradition: From the Slogan to the Brand – Exploring a Successful Case of Territorial Strategy Anchored in the Sea and Tourism

Abstract

Tourism is considered an important tool for the economic growth of territories. However, in an increasingly competitive market, for destinations to stand out from others, it is crucial to build their image considering attributes that are important not only for tourists but above all, for local communities and stakeholders. Additionally, for territories to preserve their functional and symbolic dimensions, it is important to invest in clustering and networking strategies that may strengthen them at local and global levels. In that sense, this chapter presents the trajectory of Ílhavo, a municipality in central Portugal, that reformulated its territorial strategy by defining the sea as the core element that links its past, present, and future. Furthermore, the chapter describes the implementation of the aforementioned strategy, from 1998-2018, reflecting on their implications in terms of brand image and tourism development.