TORONTO — Visit Portugal’s cross-country roadshow hit Toronto yesterday, and it was testament to the destination’s popularity with Canadian travellers that the well-attended event spanned the entire day.
Activities got an early start with an opening session and 1-on-1 meetings between more than two dozen suppliers and 130 travel advisors. The productive morning was followed by lunch, networking and a travel marketplace. Rounding out the day, there was a sit-down dinner highlighted by supplier presentations, and entertainment. Air Transat, TAP Air Portugal, Azores Airlines and Air Canada all showcased their Portugal product as part of the dinner portion.
More than 25 suppliers took part in 1-on-1 meetings with 130 travel advisors
Demand for Portugal is surging not just from the Canadian market, but worldwide. The country’s tourism boom saw visitation from 30+ million visitors in 2024. Portugal’s population is 10.5 million.
Portugal’s welcoming culture, plus beautiful cities like Coimbra and Lisbon, and regions such as Alentejo and the Douro Valley, are all part of the appeal. The Azores were also showcased at yesterday’s event at Toronto’s Hotel X, with their unique natural beauty and activities like whale watching and hiking.
Visit Portugal’s Canadian roadshow aims to inspire travel professionals and foster new partnerships, celebrating Portugal’s diverse landscapes, rich history, and warm hospitality, said Visit Portugal’s Director, Canada, Inês Almeida-Garrett.
The annual roadshow brings together Portugal’s leading tourism partners, including airlines, hotels, DMCs, and regional representatives, for an exclusive program with Canadian travel trade professionals. The roadshow arrives in Montreal today, and Vancouver tomorrow.
Visit Portugal’s Canadian Roadshow hit Toronto on Oct. 21, with a day-long event at Hotel X
INTERVIEW WITH VISIT PORTUGAL’S INÊS ALMEIDA-GARRETT
Portugal’s popularity in recent years has a lot to do with how people see their vacations, and what they want to experience during their increasingly precious leisure time.
“Things are changing. The world is changing. The way people travel has changed a lot in the last years, and I think people nowadays want more experiences,” Almeida-Garrett told Travelweek.
“They want to taste, they want to feel the destination. They want to experience it. They want to mingle with the locals. They want to interact. They want to learn something new and different. They want to save a lot! So the profile is changing a little bit, and I think we’ve been able to create products and experiences that will reach that need, that demand.”
She added that Portugal “is a very easygoing country. The majority of the people there speak English, so it’s good if you’re a tourist. We are a country that welcomes everyone with a smile. I think it’s one of our advantages, that people in Portugal are nice. And we have an excellent product in terms of gastronomy and wines. They are truly unique.”
Air Transat’s Laura Albrow (right) was one of many Canadian travel industry reps on hand for Visit Portugal’s roadshow stop in Toronto
Speaking of truly unique, Almeida-Garrett noted that visitors can now take their love of wine to new levels at Quinta da Pacheca estate in the Douro Valley, with an overnight in a giant wine barrel in the middle of a vineyard.
Not only do Portugal’s food and wine offerings vary widely from the country’s north to south, so do the cultural experiences, running the gamut from heritage to ancient traditions to UNESCO sites. The country’s highlights also include plenty of golf courses. Many Canadians are already big fans of the Algarve; the region attracts legions of long-stay snowbirds every winter. Almeida-Garrett said Portugal very much treasures and appreciates the Canadian snowbirds.
Asked about promoting sustainability and responsible travel, Almeida-Garrett told Travelweek: “It’s a challenge. We know that tourism needs to be a force for good – for tourists, for the travel companies and for the locals. We need to get people to travel in the off-season, but that can be a challenge too, especially for families with kids, because their school summer break is July and August. With off-season travel, you get such good value for money in terms of experience, and the country’s not as busy.”
The good news, she adds, is that Portugal enjoys excellent weather all year round.
LOTS OF LIFT TO PORTUGAL
Almeida-Garrett gave a shout-out to Portugal’s four airline partners from the Canadian market: Air Transat, Air Canada, TAP Air Portugal and Azores Airlines. “They are the four carriers with direct flights to Portugal. They are also responsible for our growth, because they’ve been increasing the capacity, and without airlift [promoting tourism] becomes more difficult.”
Her message for Canadian travel advisors? Reach out to Visit Portugal with any question, from what is the best time to travel, to what kind of products does Portugal have, to ‘Can I still go to Portugal in the winter?’ Agents can get in touch with Visit Portugal with any query, “and then I’ll direct you to either the tour operator that you’re looking for, or to the DMC, or to the hotel that can help you.”
Almeida-Garrett is a big fan of Portugal’s hidden gems, and agents who contact Visit Portugal can find out more about these too. “More and more people are looking for authenticity and for places that are off the beaten track. I myself am that kind of tourist. love those experiences and it’s nice to have someone that guides you towards the kind of things that are less known.”
Almeida-Garrett can be reached at Ines.almeida.garrett@tourismodeportugal.pt. Visit Portugal’s site is VisitPortugal.com.
Dinner included presentations by Air Transat , TAP Air Portugal, SATA and Air Canada
