TORONTO — A beautiful spring day set an uplifting tone for an afternoon session dedicated to the Algarve, a special regional corner of Portugal.

Toronto’s iconic Old Mill served as backdrop as Algarve Tourism and SATA Airlines, along with Discover the World, SATA’s GSA in Canada, joined forces with 15 tourism partners from the Algarve to showcase their latest updates and experiences.

Algarve Tourism and SATA Airlines, along with Discover the World, SATA’s GSA in Canada, joined forces with 15 tourism partners from the Algarve to showcase updates and experiences

Inês Almeida Garrett, the director of the Portuguese Tourist Board in Canada, welcomed travel advisors, tour operators and the media, and thanked everyone for their ongoing support.

While the Algarve has long been on the radar of Canadian travellers, a momentum also echoed at a national level, it has gained increasing popularity in recent years as more and more people seek unique vacation experiences.

“The Algarve offers a safe, affordable and warm European experience, making it a top choice for Canadians,” said Helga Cruz, Marketing and Communication Manager, Algarve Tourism Bureau. “Our main purpose for visiting Toronto is to inform our top travel advisors of new experiences and events so they can better advise their clients.”

DOUBLE-DIGIT GROWTH FOR CANADA

With 300 days of sunshine each year, the Algarve’s Mediterranean climate is a natural draw for winter-weary Canadians seeking an escape.

Indeed, the future looks promising, according to Hugo Nascimento, Executive Director of the Algarve Tourism Bureau.

In an interview with Travelweek, Nascimento noted that SATA Airlines’ new year-round capacity will serve leisure travellers well.

And despite a challenging start to the year due to record rainfall – the worst in over 50 years – the first quarter saw a 12% increase compared to last year.

Canada may not be a top three source for the Algarve – but we’re an important market just the same.

“The Canadian market is very strong and consistent for us and ranks among the top seven internationally, and we see that changing soon,” said Nascimento. “Canadian snowbirds are our winter vacationers, but we are also seeing an uptick in summer visits.”

Overall Hascimento is promoting the Algarve as a year-round destination, which is a key driver for the tourism board.

Portugal continues to benefit from its long-standing reputation as a stable and reliable destination, a factor that remains top of mind for travellers navigating today’s global landscape.

When asked what makes the Algarve a ‘safe bet’, Hascimento had this to say: “Portugal is ranked as one of the safest destinations in the world, and the Algarve is particularly safe. It’s also easy to navigate and affordable compared to other parts of Europe.”

He added: “Despite being the largest tourist destination in Portugal, we take pride in our authenticity. That’s something we want to pass on to our visitors.”

SUN, SAND & SO MUCH MORE

The award-winning beaches of the Algarve are what most travellers think of when considering the region.

However, as Patricia Ponte, Visit Algarve’s product manager, noted during the trade overview, there is much more to explore in the Algarve.

In terms of gastronomy, the Algarve stands out as one of Portugal’s premier destinations. It boasts seven Michelin-starred restaurants and access to local wineries. The region is also UNESCO-recognized for its intangible heritage, particularly its Algarve Mediterranean diet, which focuses on fresh, local and seasonal foods, including high-quality olive oil.

For travellers seeking adventure, the Algarve offers a variety of activities. You can enjoy boat tours and water sports like kayaking and paddleboarding, as well as take advantage of over 40 award-winning golf courses.

There are also hiking and cycling routes available for active travellers.

And for the even more adventurous, activities such as paragliding and surfing are popular. The west coast of the Algarve is particularly suited for surfing and features numerous surf schools for beginners and experienced surfers alike.

If clients prefer a more relaxed experience, the region provides a diverse range of wellness and nature-based activities. Notable spots include Monchique, known as the ‘Algarve’s Best Kept Secret,’ situated in the mountains, and the islands of Ria Formosa, famous for their picturesque coastal lagoons.

But no trip to the Algarve would be complete without visiting the iconic Benagil caves. These sunlit sea caves, located near Benagil Beach, are only accessible by sea, adding to their allure.

MORE LIFT, MORE TRAVELLERS

SATA Airlines proudly holds the title of the oldest Portuguese carrier, in operation for over 85 years. Its hub is located in the Azores, where it primarily serves the region.

In Canada, SATA is represented by Discover the World of Canada, with Andrea Thornton as national manager at the helm.

Like many airlines today, SATA is navigating a complex operating environment marked by volatile fuel prices, economic pressures, and the risk of flight cancellations.

Travelweek caught up with Joao Ferreira, SATA’s head of International Markets, who provided some insights into the current situation.

“We acknowledge that uncertainty remains, and we are alert to the situation, prepared to adapt to any unexpected changes. However, the Portuguese government has assured us that there will be sufficient fuel throughout the summer,” he said.

And for Canadian travellers? That stability matters.

Ferreira is confident yet measured in his outlook, believing that the current conflicts will be resolved sooner rather than later.

And with Canada rapidly growing and now outpacing the U.S., and load factors exceeding 80%, Ferrira sees significant potential here.

There is also an uptick in winter flights from Canada, as more snowbirds choose the Algarve to escape the cold.

Thornton announced SATA’s expanded service as the only nonstop carrier from both Toronto and Montreal to Ponta Delgada (PDL) in the Azores, as well as connections to Faro in the Algarve region.

Travellers can connect across Canada through codeshare partner WestJet and interline partner Porter Airlines.

Here’s the SATA Azores summer 2026 schedule …

• Toronto (YYZ) to Ponta Delgada (PDL): six weekly flights
• Montreal (YUL) to Ponta Delgada (PDL): four weekly flights
• Seasonal flight from Toronto (YYZ) to Terceira (TER): one weekly flight

Travel advisors can earn a 2% upfront commission on all published fares through the GDS.

A free, flexible stopover program is available for up to seven days in either direction or both.

The event wrapped with numerous prizes awarded to attendees, courtesy of the Algarve partners.

One lucky travel advisor, Christabel Sundram of Huntington Travel, won the grand prize: a pair of SATA Azores Airlines tickets for a Toronto-Ponta Delgada-Faro return flight, and land accommodations for five nights at 3HB Hotels and two nights at Falesia Hotel.

To stay updated on the latest news, group requests, SATA’s agent reward program and more, travel advisors can register for a dedicated site here. And for more information on the Algarve, visit here.

Lead image caption: Hugo Nascimento, Executive Director, Algarve Tourism Bureau and Joao Ferreira, Head of International Markets, SATA Azores Airlines