Portugal launches “Portugal by Nose”: The first scent-guided tourist route

This groundbreaking initiative places the sense of smell and mnemonic memories at the heart of the tourist experience, allowing visitors to explore the country through unforgettable aromas.

The route features four thematic paths — Botanical, Gastronomic, Literary, and Social — carefully designed to highlight Portugal’s cultural, natural, and community diversity.

Sustainable and authentic tourism

“Portugal by Nose” focuses on valuing local resources and promoting sustainability by encouraging interaction with local communities. Residents share their knowledge with travelers, enriching each experience and strengthening the connection with the region.

With 35% of human memories associated with scents, the project elevates the sense of smell as the protagonist, enabling landscapes and cultures to be discovered through authentic and timeless aromas. Guided routes led by local experts in botany, gastronomy, and other fields reflect a commitment to innovation and authenticity.

Local impact and international recognition

In addition to enhancing the tourist experience, the initiative boosts local economies and promotes tourism in low-density areas while respecting seasonality. From the scents of traditional dishes to botanical fragrances defining each region, the project invites visitors to rediscover Portugal through unique sensations.

The Scent Route began in the municipality of Lourinhã and will be officially presented at the Lisbon Tourism Fair (BTL) in March 2025. Until then, other municipalities can join the project, further expanding the reach of this innovative proposal.

A project of excellence

“Portugal by Nose” is the vision of Cláudia Camacho, the first independent perfumer in Portugal, in collaboration with experts such as Luís Mendonça de Carvalho (botany) and Nuno Miguel Dias (gastronomy), alongside the branding and design agency MortarPestleStudio.

This initiative not only reinvents tourism but also redefines how we travel and connect with places, transforming landscapes into living memories and timeless aromas.