Maria Vasconcelos, PhD student in New Media and member of DigiMedia Research Center, and her main supervisor, Catarina Lelis, attended the EUKO Annual Conference 2025, whose theme was “Storytelling in Business Communication”, and was held October 23-25, in London.

Maria presented the paper “From Stories to Sustainability: Exploring Tourism Narratives in Portugal’s Inland Regions,” which was part of her PhD research. The research analyzed two case studies, ADRIMAG (Associação de Desenvolvimento Rural Integrado das Serras do Montemuro, Arada e Gralheira) and Story Studio Accommodation Network, exploring how their communication strategies incorporate storytelling practices that reflect sustainability and regional identity. The presentation demonstrated how these narratives can enhance the visibility of local cultural and natural heritage while promoting responsible tourism practices that positively impact community development. The conference brought together researchers, professionals, and academics from diverse fields, providing opportunities for discussion, feedback, and the exchange of ideas on storytelling.