Ser Turismo Sustentável Movement: DouroAzul & MysticInvest

Navio de cruzeiro fluvial a navegar no rio Douro, entre encostas com vinhas em socalcos e oliveiras, sob céu azul com nuvens.

Ser Turismo Sustentável, a sustainable tourism movement led by Turismo do Porto e Norte de Portugal, brings tourism organisations in Porto and Northern Portugal together around practical commitments that support continuous improvement and more responsible operations. The movement is designed to help businesses begin or accelerate sustainability transformation and innovation.

DouroAzul and its parent company, MysticInvest Holding, have joined the Ser Turismo Sustentável Movement, reinforcing the Group’s commitment to responding to today’s environmental, social and economic challenges through progressively more sustainable practices.

 

What is the Ser Turismo Sustentável Movement?

The Ser Turismo Sustentável Movement is positioned as a mobilisation programme for the tourism business community in the Porto and Northern Portugal region. It invites organisations to adopt a set of commitments that help drive operational transformation and embed sustainability into everyday practice.

 

A pathway of continuous improvement

Rather than a one-off statement of intent, the movement promotes a structured approach that helps organisations define priorities, improve processes, and build a sustainability culture over time.

 

An approach built on shared commitments

A core idea of the movement is a common framework of commitments that participating organisations can follow to improve how they operate and how they contribute to a more balanced, resilient destination.

In practice, this creates a shared direction of travel for the region, helping tourism businesses align efforts, focus on what’s measurable, and keep raising standards.

 

MysticInvest and DouroAzul’s sustainability commitment

Joining the Ser Turismo Sustentável Movement reflects MysticInvest’s ambition to make sustainability a central pillar across:

  • the Group’s long-term strategy
  • its governance model
  • operational management, particularly in tourism mobility, cruising and hospitality

This is consistent with a broader sector shift where sustainability is increasingly linked to competitiveness, risk management and long-term value creation.

 

Initiatives focused on efficiency and continuous improvement

Within this commitment, MysticInvest Group highlights initiatives and ongoing workstreams focused on:

  • energy efficiency
  • emissions reduction
  • asset modernisation
  • continuous improvement of operational processes

These themes align with the movement’s purpose of supporting progressive operational transformation across the tourism sector.

 

Why this matters for Porto and Northern Portugal

The Porto and Northern Portugal destination has been positioning sustainability as a strategic priority, promoting practices that protect natural and cultural heritage while supporting the responsible evolution of tourism.

By joining the Ser Turismo Sustentável Movement, DouroAzul and MysticInvest strengthen their positioning as organisations committed to:

  • creating sustainable value
  • responsible risk management
  • continuous evolution of their business model in an increasingly demanding market and regulatory context

 

Conclusion

DouroAzul and MysticInvest Holding joining the Ser Turismo Sustentável Movement reinforces a clear direction: sustainability as both a strategic and operational priority, delivered through efficiency, modernisation and continuous improvement. In a rapidly changing tourism landscape, aligning with a regional movement built on concrete commitments signals long-term consistency and a responsible approach to the future of tourism.

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