TORONTO — Two destinations. One sun-soaked holiday in the Algarve. With more and more Canadians receptive to new sun destinations, especially for long-stays, the timing for a visit from Albufeira and Lagoa reps was just about perfect.

The delegation’s Toronto stop even coincided with a rare (recently at least) cloudy day here, underlining the appeal of the Algarve’s 300+ annual days of sunshine. Albufeira and Lagoa attract Canadians year-round, but it’s the long-stay snowbirds that drive visitation from this market. 

Both the Canadian and U.S. markets are key for Albufeira and Lagoa, say Joana Machado, GM for the Albufeira Promotion Bureau, and Dora Coelho, Regional Manager Algarve for Interhome Group. 

“We’re seeing more Canadians, and we’re also seeing more Americans. These are both strategic markets for us,” said Coelho.

The Albufeira Promotion Bureau along with the municipalities of Albufeira and Lagoa joined long-time Portugal promoter JM Vacations for the industry lunch at Adega in downtown Toronto. Event host VoX International was recently named public relations agency of record for Visit Portugal in Canada, leading the destination’s Canadian PR strategy, media relations and communications initiatives. Global Marketing & Sales (GMS) continues to oversee travel trade representation, working with advisors, tour operators, airlines and industry associations.

“WHERE THE SUN STAYS FOR THE WINTER”

In 2025 Portugal welcomed some 729,000 visitors from Canada. “The majority of them go to the Algarve,” said Machado.

For decades winter-weary Canadians have flocked to this part of Portugal. “They say that the Algarve is where the sun goes to stay for the winter,” said Coelho with a smile. Air Transat has direct flights into Faro (FAO), as well as Lisbon. Air Canada, SATA and TAP Air Portugal also fly from Canada to LIS. The drive time from Lisbon to both Albufeira and Lagoa is about two and a half hours.

The influx of Canadians in the winter months helps balance out the season for Albufeira and Lagoa, since most of their European visitors come in the summer months. 

Yesterday’s lunch event for media was followed by a trade event for travel advisors and tourism stakeholders, at The University Club of Toronto. 

For the delegation, it’s essential to to shore up presence in the Canadian and U.S. markets, and to consolidate partnerships with travel agencies, tour operators, as well as flight connections. 

For so many Canadians it’s all about the beaches and sun, but Albufeira and Lagoa are also rich in natural and cultural heritage, with a wide range of natural and cultural experiences, high-quality accommodation, famous food and wines, entertainment and a vibrant nightlife.

Albufeira, Portugal

12% OF PORTUGAL’S TOURIST BEDS

The two municipalities together account for about 12% of all tourist beds in Portugal. There’s a strong concentration of luxury hotels and resorts, but also villas, local boutique hotels and smaller properties. Visitors can find some real hidden gems inland, in small towns where local people still live and maintain their traditional customs and ways of life.

One local favourite with a high return rate, Falésia Hotel, offers a wellness focus in an adults-only environment, bolstered by a commitment to helping guests take time for themselves, reconnect with others and discover the Algarve through meaningful local experiences.

Why build a program with Albufeira and Lagoa? Machado had the list of reasons ready. “You have a strong base of five-star hotels in Albufeira, and you also have them in Lagoa. In Albufeira, we have most of the five-star hotels in the Algarve,” she said. “We offer experiences from the sea to the interior. You can walk, rent a bike, see the castles, visit the beaches and explore however you like. You can enjoy walking trails through the countryside and along the coast.”

Last night’s trade event for Albufeira and Lagoa took place at The University Club of Toronto

Of course Albufeira and Lagoa also offer incredible gastronomy with a sense of place.

“We like to welcome everybody,” said Machado. “We’re a very welcoming country. And it’s not just the Algarve, it’s Portugal in general. We like to welcome visitors. We like to receive people, and that’s the experience we want to share with you.”

For more information check out VisitAlbufeira.pt and WelcometoLagoa.pt.

Lead image caption: Joana Machado, GM for the Albufeira Promotion Bureau (left) and Dora Coelho, Regional Manager Algarve for Interhome Group (right)