In a year of pandemic, with the third wave still present, the city of Lagos, in the Algarve (southern Portugal) had a challenge: to communicate the destination internationally, attracting new visitors, in a logic of safety and responsibility. The city wanted to highlight the best it has to offer, without showing crowds and without falling into the clichés of tourism campaigns.

Starting with the idea that travelers trust experts’ opinions and get security from the insights and get inspired by experiences they share, Central de Informação launched the concept. For this, invited a well-known Portuguese traveler and travel blogger, João Cajuda, and, based on the many paradisiacal places he visits, built the narrative. A film whose motto is #WhereAreYouJoao and which begins by exploring many of these international stops to reach Lagos, as a favorite destination where no one can miss.