The SHIFT project – Sustainability-oriented, Highly interactive and Innovation-based Framework for Tourism Marketing – was present at the 2025 Lisbon Travel Market (BTL), the largest tourism fair in Portugal, with the organization of the seminar SHIFT 360º – Collaborative Strategies for Sustainable Tourism, held on March 14, 2025, at the BETTER Stage – Main Auditorium.

Coordinated by LIACOM researcher João Rosário and funded by the Portuguese Foundation for Science and Technology (reference PTDC/EGE-OGE/2146/2021), the SHIFT project has been developing new approaches to tourism marketing, focusing on sustainability, innovation, and collaboration among the sector’s various stakeholders.

The seminar aimed to present the project’s main results achieved so far, highlighting the identification of critical factors influencing sustainable tourism, the construction of strategic scenarios, the formulation and validation of a theoretical framework for collaborative tourism marketing – applied to the Lisbon region – and the development of a functional prototype of a digital platform to support the collaborative management and promotion of tourism destinations. The seminar thus stood out as a significant contribution to the consolidation of integrated and sustainability-oriented approaches in the marketing of tourism territories.