Resumo: Sports tourism is a worldwide source of revenue, forcing destinations to identify their potential and develop business and communication strategies to differentiate themselves and become competitive. In this article, a diagnosis of the offer and potential of rowing training centers to attract tourists is provided, highlighting the opportunities and threats of the Portuguese market, as well as the strengths and weaknesses of the existing offer. A qualitative approach is used, based on a bibliographic analysis and in-depth interviews with specialists. The conclusions reveal the existence of a profitable and differentiated market, with favorable conditions for practicing this sport. Nevertheless, the infrastructure is still scarce. The communication efforts, based on public relations actions (personal contact with prescribers, participation in events, media relations) and digital communication are, in turn, not always strategically planned.
