Campaign focuses on restoring and rebranding Aljezur, Monchique and Odemira
A new campaign launched by tourism authorities in the Alentejo and Algarve is shining the spotlight on Portugal’s beautiful southwest coast, still recovering from 2023’s devastating summer wildfires.
With the slogan “Natural is Better!” (Ao Natural é Melhor!), the campaign aims to restore and rebrand three key areas – the boroughs of Aljezur, Monchique, and Odemira – as the go-to destination for travellers craving authenticity, nature, and peace of mind. The program runs until August 2026 and comes with a clear message: slow down, switch off, and reconnect with the essentials.
The Southwest Alentejo and Costa Vicentina regions are described as the perfect areas for a peaceful holiday, with the campaign using phrases such as “Swap notifications for sensations” and “Do a full refresh with your toes – in the grass, in the sea” to get its message across.
The campaign isn’t all talk, either. Real work on the ground is already underway – including the rebuilding of the iconic wooden bridge over the Seixe stream, a symbolic link between the Algarve and Alentejo that was lost in the flames. Other improvements include restoring hiking and biking trails along the Rota Vicentina, offering locals and tourists safe and sustainable access to one of Portugal’s most scenic protected areas.
The plan also focuses on promoting the campaign, particularly in the national and Spanish markets. One of the highlights of this plan will be a high-profile event at the Portuguese Consulate in Seville, paired with a nature-themed celebration happening on both sides of the regional border in late 2025.
On August 5, 2023, a wildfire ignited near Odemira in the Alentejo region. Fueled by soaring temperatures and strong winds, the fire rapidly expanded, consuming over 7,000 hectares of land. The blaze threatened several communities and advanced southward toward the Algarve, affecting the boroughs of Monchique and Aljezur. The small village of Odeceixe was particularly affected, with the flames coming dangerously close to the village.
