How can the luxury sector in Portugal capture the full Potential from emerging countries tourists' market?

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Contradicting the other sectors, the Luxury Industry continues to show positive growth worldwide. One of the drivers of this evolution is the booming luxury consumption in Emerging Markets. In Portugal the situation does not differ. The top luxury shoppers are tourists from Angola, Brazil, China and Russia. The research conducted, interviewing this segment and Managers/Retailers from leading luxury brands/boutiques, showed that there is room for improvement. This Project gives to the Luxury Sector in Portugal important insights on emerging countries tourists’ behavior as Luxury Consumers, on how this Sector is seen by them, and finally, on what can be improved to capture their full potential.