Sustainability as a measure of tourism success: the Portuguese Promotional Tourism Boards' view

Purpose The study explores the concept of sustainability as a measure of tourism success from the perspectives of the Portuguese Promotional Tourism Boards. Design/methodology/approach The study reviews current approaches to defining sustainability and explores how this can contribute to measuring success in tourism destinations using the case of the Portuguese Promotional Tourism Boards to shed light on the theme issue question. Findings The evidence that the impacts of tourism are not all beneficial to destinations and their residents is mounting and well addressed by the main world tourism agencies who are now promoting alternative ways for the industry to adopt a more holistic approach to measure the success of tourism destinations. This approach is also being adopted and promoted by some of the world's best tourism destinations. Originality/value Based on contributions from the Portuguese Regional Promotional Tourism Entities (ERTs), it was possible to define a successful tourism destination as the one that creates income for the local community and ensures the quality of life of the population; values and preserves local identities, heritage, culture and traditions; and promotes the sustainable use of ecosystems and the preservation of natural resources, while practising a circular economy approach. Based on the same source, it was possible to identify the most important variable in evaluating the success of a tourist destination: the level of satisfaction of residents with tourism.