Abstract
In an increasingly competitive tourism landscape, digital marketing strategies must adapt to engage modern travelers effectively. This paper investigates the role of gamification in enhancing the competitiveness of tourist destinations, focusing specifically on Braga, Portugal. The study aims to evaluate how gamification can influence destination attractiveness, enhance tourist experiences, and inform decision-making processes. The study used a mixed-methods approach, combining qualitative and quantitative analyses. The qualitative component consisted of semi-structured interviews with key tourism stakeholders in Braga, revealing insights into the benefits and challenges of implementing gamification strategies. The quantitative analysis involved surveys conducted with tourists, assessing their perceptions of gamified elements and their influence on travel decisions. Findings indicate that tourists perceive gamification positively, particularly regarding features such as achievements, storytelling, and point systems, which significantly affect their travel choices. Stakeholders recognize the potential of gamification to boost tourist engagement and satisfaction, while also emphasizing the need to address implementation challenges. The study concludes that gamification can enhance the attractiveness and competitiveness of tourist destinations, though its success depends on strategic planning, resource allocation, and collaboration among stakeholders. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.