A Decade Building Digital Tourism in Portugal
Some relationships begin with a single project. Those that last a decade help build companies.
This is the story of PRIMARIU and Living Tours.
10 years
A long-term partnership that has supported growth, digital transformation, international expansion, and the natural evolution of a leading tourism operator.
PRIMARIU x Living Tours - 10 Years of Partnership
In 2025, PRIMARIU and Living Tours marked ten years of continuous collaboration — a partnership that has accompanied growth, digital transformation, international expansion, a global pandemic, and the natural complexity of a tourism operator that has become a benchmark in the industry.
This is not a case study about a single moment. It is a case about trust, long-term vision, and the ability to evolve together.
Living Tours: From an Ambitious Operator to an International Reference
Today, Living Tours is widely recognised as one of Portugal’s most established and respected tourism operators.
With dozens of team members, multiple national and international awards, a consistent presence across Portugal’s main tourist destinations, and strong international visibility through regular participation in tourism fairs worldwide, Living Tours has secured its position as a reference brand in Iberian tourism.
This status was not achieved overnight. It is the result of long-term strategic decisions and a sustained commitment to modernising the business through technology.
2015: A Decision That Anticipated the Future
In 2015, Living Tours made a decision that, at the time, was far from obvious within the Portuguese tourism sector.
The company launched its own e-commerce and marketplace platform, bringing the full tourism offering of Portugal and Spain online. The ambition was clear: to position Living Tours as a true Technology Travel Agency within the Iberian context.
The decision came from Living Tours. Execution was entrusted to PRIMARIU.
For PRIMARIU, whose background lay primarily in e-commerce and physical products, this project represented a significant technical and conceptual challenge. It required translating the inherent complexity of tourism, dynamic inventory, seasonality, resources, and operations, into a digital platform that was robust, scalable, and reliable.
This marked the beginning of a relationship that would never again be limited to a single project.
Continuous Development: Thousands of Invisible Hours
Over these ten years, there was never a moment of “final delivery”. What existed instead was continuous development, incremental evolution, periods of deep restructuring, and constant adaptation to increasing scale and operational complexity.
Thousands of working hours were accumulated over multiple growth cycles of the business.
The relationship was built on genuine collaboration, with space to both execute clearly defined needs and challenge assumptions when needed.
A true partnership. Not a supplier relationship.
Resilience in Critical Moments
Like the rest of the industry, Living Tours was significantly impacted by the pandemic.
These were periods of uncertainty, rapid adaptation, and difficult decisions. During that time, PRIMARIU remained present, not only to keep systems running, but to support the business in whatever was required.
It is in moments like these that the difference between a service provider and a true partner becomes clear. It is also where long-term relationships are built.
An Ecosystem of Brands, One Shared Foundation
Over the past decade, the collaboration between PRIMARIU and Living Tours has taken shape across more than a dozen initiatives, including:
- LivingTours.com
- LivingDMC
- Living Events
- Living Private Tours
- Living Tours Group
- LivingTransfers
- Living Travel, marking the beginning of outbound travel operations
Each of these brands has its own identity, positioning, and website. Still, they all operate as natural extensions of a single ecosystem.
This model requires technical consistency, architectural vision, and the ability to operate at scale. These are capabilities PRIMARIU has steadily consolidated throughout the partnership.
A New Chapter in Progress
Today, PRIMARIU and Living Tours are working on a new structural initiative that represents an additional operational layer for the group.
Without going into details, this project focuses on connecting departments, resources, and channels through a shared foundation designed to support the future of the operation.
The goal here is not to reveal specifics. It is to signal something more important: the partnership continues to evolve.
The role of PRIMARIU
Throughout this decade, PRIMARIU has acted as Living Tours’ technological and strategic partner.
We assumed responsibility for the architecture, development, and continuous evolution of digital platforms. We supported critical infrastructure and technology decisions, and contributed actively to copy, user experience, and design.
We were not simply the team that built the first online platform. We were present at every stage that followed.
A Relationship That Says a Lot About Who We Are
Living Tours is today one of the most recognised tourism operators in Portugal.
+10 Years
Long-term partnership
Ecossystem
Multi-Site & Tools
Enterprise
Costum Architecture
But we were there. For ten years. Building, adapting, improving, and innovating.
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