Turismo de Portugal Kicks Off the 'It's Portugal Time' Mundial 2026 Campaign With FPF — '11 Titular' Reveal Concept, Time Out Market Brooklyn Portugal House and a Seven-Market Push Run 17 June Through 19 July Across the Co-Hosted Tournament

Turismo de Portugal (the national tourism authority) and the FPF (Federação Portuguesa de Futebol — Portuguese Football Federation) unveiled on 11 June 2026 the joint promotional campaign that will carry the Portuguese tourism brand across the FIFA Mundial 2026 (World Cup) tournament window, opening on the Portugal-Congo group-stage kick-off on 17 June and closing on the post-final international media push on 19 July. The campaign tag is "It's Portugal Time" and runs across seven priority outbound markets — the United States, Canada, Brazil, the United Kingdom, Spain, Germany and France — with media buys, editorial placements and on-the-ground hospitality activations stitched into a single 33-day rolling programme designed to capitalise on the audience overlap between Mundial 2026 broadcasts and the Q3 2026 booking window for the autumn and winter shoulder seasons.

The creative spine of the campaign is the "11 Titular" (Starting Eleven) reveal mechanic. On every match-day when the Selecção Nacional (national football team) takes to the field, the FPF reveals its starting line-up roughly an hour before kick-off; in parallel, the Visit Portugal social and digital channels reveal their own "11 titular" — a curated line-up of 11 destination assets across gastronomy, nature, surf and heritage, cycling through the regions and product categories the tourism authority is pushing this cycle. The match-by-match cadence — Portugal opens against Congo on 17 June, then Iraq on 22 June and the final group-stage match on 26 June, with potential knockout fixtures running through to mid-July — anchors the campaign in a programmatic publication calendar rather than a single launch spike.

The hospitality anchor of the campaign is the Portugal House installation on the rooftop of the Time Out Market Brooklyn — the New York City outpost of the Lisbon-headquartered food-court and lifestyle operator. The Portugal House opens on 10 June 2026 and runs through to 18 July, with a programmed cadence of 40 days of B2B trade events, press dinners, public food-and-wine activations and FIFA Fan Festival overlap programming. The Brooklyn perch was chosen explicitly for its overlap with the New York-area Mundial 2026 audience — the United States, Canada and Mexico are the three co-host nations of the 2026 tournament — and for the residual reach of Time Out Market's international editorial network into the seven priority markets the campaign targets. Time Out International is the editorial partner anchoring the cross-market storytelling pillar.

The seven-market commercial logic the Turismo de Portugal communication laid out is built on a tight reading of the autumn booking window. The United States is the campaign's largest single target — the post-pandemic recovery in US arrivals into Portugal has been the single largest engine of incoming-tourism revenue since 2023, and the 2026 tape is running 7.4% ahead of the same period in 2025 through May. Canada and Brazil sit on the second tier (Brazil is also a meaningful diaspora-tourism source, and Canada has been the breakout growth market in 2025-2026). The European tier — the UK, Spain, Germany and France — carries the volume base, with the UK in particular being the largest single-country source of outbound tourism to Portugal and the autumn-and-winter shoulder season being the seasonal pressure point the campaign is engineered to lift.

The Turismo de Portugal headline budget for the joint campaign was not disclosed, but industry sources at Publituris (the Portuguese tourism trade publication) put the consolidated spend on the FPF partnership, the Time Out Brooklyn installation, the seven-market media buy and the digital programmatic layer at €3.5-€4.5 million across the 33-day tournament window. That sizing is consistent with the agency's prior Mundial-cycle activations — the 2022 Qatar Mundial campaign was sized at around €3.2 million in a single market — but the 2026 spend is broader by geography and by media surface, with the Time Out Brooklyn installation being a new format for the agency's playbook.

The downstream measurement framework the agency will use to score the campaign is dual-track. The brand-side metric is the Visit Portugal aided-awareness lift in the seven priority markets, surveyed pre-campaign in late May and again in late July with a third measurement window in October to capture the autumn-booking conversion. The commercial-side metric is the Q3 and Q4 2026 booking volumes from the seven priority markets, weighted for the year-on-year baseline. The campaign success bar — flagged informally by Turismo de Portugal sources — is a 4-6% lift in autumn-booking volumes from the US and Canada relative to the 2025 baseline, which would translate at the current ADR (average daily rate) tape to roughly €180-€260 million of incremental incoming tourism revenue.

What Operators in the Portuguese Hospitality Stack Should Watch

• The autumn-booking window is the campaign's KPI. Hotels, AL (Alojamento Local — short-stay accommodation) operators and destination-services agencies in the US and Canadian markets should size their Q3-Q4 2026 booking flow against the 4-6% lift target; under-pricing the late-2026 ADR tape would leave money on the table if the campaign hits.
• The Time Out Brooklyn install is open to trade and press. The 40-day Portugal House programme includes trade-targeted activations across the 10 June-18 July window. Inbound tour operators with US-market partnerships should diary the press-dinner and B2B segments published on the Visit Portugal trade calendar.
• Match-day reveals are the digital cadence anchor. The "11 Titular" mechanic publishes on the Selecção's match days. Operators with destination assets on the Visit Portugal asset list (gastronomy, nature, surf, heritage) should align their own social-channel pushes to the match calendar — particularly the high-audience knock-out rounds in July.

The Turismo de Portugal campaign communication is published at turismodeportugal.pt; the Visit Portugal social channels are live across the major networks; the Time Out Market Brooklyn schedule for the Portugal House installation is published at timeoutmarket.com/newyork.