| Resumo: | In a world that everyday is becoming more and more globalized, and in which consumers have the ability to compare and consume in many different markets, the competition has also been greatly intensified. In touristic marketing, to smaller destinations it has become even more difficult to highlight and distinguish themselves from other better known cities. Destination branding has became a common practice to many cities in the context of intensified competition for resources, markets, opportunities and attention, this this being even more important to smaller destinations. In this specific case, the propose of thee study is to develop a destination brand and a communication plan to a Portuguese county called Vila Real de Santo António (VRSA), in order to highlight it from competition. To attain attain this goal goal, firstly it was necessary to understand the essence of this place, describe the touristic offer, what is already being done to attract tourists, to know who is the competition and what can be done to differentiate it it from them.
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