Tourism 4.0 is an initiative developed by Turismo de Portugal that aims at promoting entrepreneurship, support travel and tourism startups as well as foster innovation in tourism in the country. Under this initiative, Turismo de Portugal acts as an advisory body and coordinator by promoting the establishment of alliances and partnerships between the different agents, facilitating the access to funding and offering training and strategic advices to SMEs´. As a result, several initiatives have been launched since the creation of the programme, contributing to the fostering of an active entrepreneurial environment in Portugal.