The IPBN sat down for a Spotlight chat with Rita Marques, who currently serves as the President of the Livraria Lello Foundation and previously held the role of Secretary of State for Tourism, Commerce, and Services in Portugal from 2019 to 2022 and is member of the Executive Committee of the United Nations World Tourism Organization (UNWTO).

In addition, Rita is the Champion of the Innovation Tourism Hub at Porto Business School, University of Porto, and actively spearheads the Harnessing Talent Platform at the European Commission among other important work. Her expertise in tourism and governance is highly sought after, and the IPBN is thrilled to feature her as a guest speaker at the upcoming IPBN Tourism Conference in Porto on November 14. As Rita’s wealth of experience is formidable, we invite you to click here to get the full picture!

We asked her some more about the Innovation Tourism Hub at the Porto Business School, the Fundaçao Livraria Lello, and her views on Sustainable tourism practices, and here’s what we learned.

In terms of the Innovation Tourism Hub’s promotion of innovation and co-creation, Rita told the IPBN, “The Hub collaborates with a mix of local and international organizations to ensure a broad perspective in its initiatives. On the Advisory Board, notable members include the Tourism National Board of Portugal and the UNWTO. This collaboration allows the Hub to align with both local industry requirements and international standards, addressing the unique challenges of Portuguese tourism while staying in tune with global trends.”

The Hub is making its mark through the launch of several impactful projects that address critical areas within the tourism sector. Rita highlighted the Observatory of Migratory Talent in Tourism, which showed that “approximately 40% of tourism companies in Portugal lack formal migrant inclusion programs, underscoring a significant gap in the integration of migrant workers who constitute a substantial part of the tourism workforce as we all know - 120,000 of the 785,000 immigrants in Portugal are employed in tourism. The Hub is also preparing to contribute to cultural heritage preservation through initiatives that balance the need to protect historical sites with the evolving demands of modern tourism. This objective aligns closely with Turismo de Portugal's recent 'Portugal is Art' campaign, which celebrates the richness of Portugal’s cultural and artistic heritage.”

These preservation initiatives complement the ongoing work of the Livraria Lello Foundation, which is dedicated to safeguarding cultural heritage while addressing societal challenges through public engagement and awareness-raising activities. Rita also shared that the Hub is exploring new business models that incorporate sustainability and digital transformation, providing vital support to community-based tourism initiatives. She explained, “We aim to support the development of projects that not only respect local communities but also enhance the overall resilience and appeal of Portugal as a tourism destination.”

When it comes to Fundaçao Livraria Lello’s initiatives to protect the historical and cultural value of the bookstore, its role extends beyond the iconic bookstore. “Our headquarters is located at the Monastery of Leça do Balio, a national monument in Matosinhos and a significant landmark along the Caminhos de Santiago. Under the guidance of Pritzker Prize-winning architect Álvaro Siza Vieira, the foundation has restored the monastery, integrating contemporary design elements that enhance its historical significance. A striking new open-air landmark, crafted in white concrete, symbolizes a dialogue between history and innovation. The foundation also organizes events that promote literature, critical thinking, and cultural heritage. The 'Act the Thought' exhibition, for example, addresses the societal impact of misinformation, featuring personalities like Salman Rushdie, Malala Yousafzai, and Ai Wei Wei. Through these initiatives, Fundação Livraria Lello strives to foster a deep appreciation for literature and cultural heritage, embodying its vision to ‘put the world reading the world’”, Rita says.

Although she is not directly involved in Livraria Lello's commercial activities, Rita shared that several improvements have been implemented to accommodate the steady flow of visitors better. These enhancements include an innovative ticketing voucher system to manage entry and new after-hours guided tour slots and a planned architectural extension to the bookstore, designed by Álvaro Siza Vieira, which will offer additional visitor space and a dedicated area for cultural events, which was only just announced on October 31, 2024! This expansion is intended to maintain the bookstore’s unique ambiance while enhancing facilities to meet the demands of its growing visitor numbers. On the same day, Livraria Lello unveiled an exciting revitalization project for Rua do Loureiro, transforming it into a vibrant cultural corridor. This project will create spaces for literary and cultural events, extending the cultural heritage that Livraria Lello embodies and providing more enriching experiences for all visitors who travel to Porto!

Regarding sustainable tourism, Rita explained the fundamental issues tourism businesses should tackle. These issues, according to Rita, “revolve around people — locals, tourists, and the talent within the industry. Tourism businesses need to ensure that local communities benefit both economically and culturally, while also addressing challenges like overcrowding and cultural erosion. On the other hand, creating meaningful and respectful experiences for tourists is crucial. This involves managing visitor flows to avoid overcrowding, ensuring responsible behaviour in sensitive areas, and offering experiences that promote cultural understanding. The industry also relies heavily on skilled and motivated employees, so continued investment in training, fair wages, and supportive work environments is essential for attracting and retaining talent. Embracing diversity and inclusion within the workforce reflects the global diversity of travelers and enhances service quality. Ultimately, tourism businesses' success depends on balancing the needs of these three groups, creating an inclusive environment that respects and enhances the experience for everyone involved.”

During Rita’s tenure as Secretary of State, Rita oversaw several tourism-sector specific that have made impact in getting closer to the UN Sustainable Development Goals. Among these, three stand out for their impact.

Rita said, “Launched by Turismo de Portugal, Clean & Safe established health, and safety protocols for tourism enterprises, ensuring rigorous hygiene standards to protect visitors and staff during COVID. It has been pivotal in restoring traveler confidence and promoting safe tourism practices across Portugal and was the first initiative of its kind worldwide. Empresas Turismo 360º Programme encourages tourism businesses to integrate Environmental, Social, and Governance (ESG) criteria into their operations. Through training and tools for sustainability reporting, it fosters responsible business practices that contribute to environmental preservation and social well-being. The program also recognizes companies that demonstrate exemplary ESG performance. Finally, recognizing that talent is essential to tourism, the Upgrade Programme provided free and online training to enhance the skills of tourism professionals. By offering accessible training, it ensures that the workforce is well-equipped to meet evolving industry demands.”

In 10 years, Rita envisions sustainability as the absolute foundation of the tourism industry, no longer an additional feature or a response to external pressures. “Every aspect of tourism — from destination management and business operations to visitor engagement — will be fundamentally rooted in sustainable practices. The industry will focus on offering experiences that authentically connect people with destinations, emphasizing genuine interactions with local cultures and communities. Tourism businesses will prioritize initiatives that directly benefit local economies, supporting small enterprises, artisans, and community-led projects that enhance residents’ quality of life and strengthen regional identities. Our collective energy will be dedicated to creating these responsible travel experiences that are deeply respectful of both the places visited and the people who live there. In this way, tourism will evolve into a powerful force for preserving the world’s heritage, inspiring future generations to value, protect, and celebrate the diversity of our planet. As Oscar Wilde once said, “To live is the rarest thing in the world. Most people exist, that is all.’”

By prioritizing sustainability, we can ensure that tourism enables us not just to exist but to live deeply and meaningfully, leaving a positive legacy for generations to come. Please join us at the IPBN Tourism Conference in Porto on November 14 to see what other initiatives are underway, and to find out how you and your business can adhere to new ways of working to bring a greener and more equitable future for all.