The initiative will run until May and will be displayed on billboards, buses, digital platforms and the Algarve's tourism office network, aiming to “reinforce the perception of the estuary as a natural and cultural heritage that should be enjoyed consciously”, says the RTA in a statement.

Part of the Ria Formosa Natural Park Co-Management Plan (PNRF) and financed by the Environmental Fund, the action aims to convey the message that “Ria Formosa is a natural jewel that must be protected by everyone”.

“This campaign was conceived with a strong and emotional visual approach, based on three protagonists – the fisherman, the shellfish gatherer and the nature guide – who symbolise the link between community, tradition and sustainability”, says the president of RTA, André Gomes, quoted in the note.