Lisbon Region Tourism Board at Rock in Rio

Rock in Rio Lisbon and the Lisbon Region Tourism Board (ERT-RL) have announced a strategic partnership aimed at promoting the region’s tourism potential and enhancing the festival experience by showcasing the city’s cultural, heritage and gastronomic offerings.

The collaboration aims to consolidate Lisbon as a leading international tourist destination and a prime venue for major global events, reinforcing the economic and promotional impact of Rock in Rio in the region.

Currently, around 60% of the Rock in Rio Lisbon audience comes from outside the region, highlighting the festival’s ability to attract visitors and generate significant tourist flows. For Roberta Medina, Executive Vice-President of Rock in Rio, this partnership allows this trip to be transformed into a broader experience: “Rock in Rio Lisbon is now a starting point for festival-goers to extend their stay and discover the best that the Lisbon region has to offer, from culture to gastronomy, from nature to heritage.”

The joint promotion plan involves using the ERT-RL’s official channels to promote the region’s various attractions, integrating the organisation’s expertise into the festival’s hospitality strategy. The aim is to encourage visitors to explore the city and its surroundings, generating benefits that extend beyond the days of the event.

Carla Salsinha, President of the Lisbon Region Tourism Board, emphasises that “Rock in Rio acts as a global showcase, demonstrating that Lisbon is a complete destination where world-class entertainment coexists with a unique range of hotels, culture and gastronomy”. According to her, “this joint effort will transform the festival’s impact into direct benefits for the entire regional tourism ecosystem”.

The partnership also includes collaboration with travel agencies, tour operators, accommodation providers and cultural and institutional bodies, promoting the creation of integrated tourism packages that highlight the region’s attractions. There are also plans to integrate Rock in Rio Lisbon into tourism promotion strategies within the MICE (Meetings, Incentives, Conferences and Exhibitions) sector, reinforcing the capital’s position as a leading destination for business tourism and major events.

As part of this collaboration, ERT-RL will be present at Cidade do Rock on 20, 21, 27 and 28 June, with a dedicated space promoting the region, bringing to life the project developed in partnership with the festival.

With this initiative, Rock in Rio Lisboa and ERT-RL are reinforcing their joint commitment to establishing Lisbon as a global destination where culture, entertainment and tourism go hand in hand.