Keen to show how the destination is increasingly appealing to affluent travellers seeking authentic, experience-led travel alongside world-class hospitality, Visit Portugal embarked on the dinners in partnership with TTG Luxury at Malmaison hotels in Belfast and Edinburgh.
Alice Fonseca, Head of Strategic Partnership and Niche Markets UK for Visit Portugal, also emphasised a growth in independent home-grown hotels along with international luxury groups expanding into the country, driven by Portugal’s growing recognition as a leading luxury destination.
“There are now 42 Virtuoso preferred hotel partners and 14 Relais & Chateaux member properties and the arrival of many luxury hotel brands in Portugal has pushed up the image of the country in the eyes of more wealthy and aspirational travellers,” Fonseca added.
Guests at the dinners learned how the country’s greatest strength increasingly lies in the experiences it can offer. In Porto and the North, for example, advisors were introduced to ways to wow clients with artisan traditions such as centuries-old gold filigree workshops and Unesco-recognised black pottery, alongside exclusive Vinho Verde tastings, thermal spa retreats, private maritime experiences and even night-time visits to the prehistoric rock art of the Coa Valley.
Alice Fonseca, Visit Portugal, presents on the country’s luxury highlights
Alician Travel’s Alice Paisley said at the Edinburgh dinner: “There is always an element of one upmanship among travellers and some of these elements of Portugal would really align with that – in a positive way, as there seems to be a real diversity of experiences there.”
Center of Portugal was also presented as a region where culture, creativity and outdoor adventure combine, with advisors at the dinners hearing about private tile-painting workshops in historic factories, exclusive Fado experiences in Lisbon, after-hours dinners inside Pena Palace in Sintra, and curated contemporary art tours.
Beyond the capital of Lisbon, the region offers immersive experiences including shepherding in Serra da Estrela, visits to the historic Schist Villages and Unesco World Heritage monasteries, alongside paragliding, diving in the Berlengas Reserve and culinary experiences such as making Aveiro's famous ‘ovos moles’, a local pastry delicacy.
Center of Portugal was also the location for the most recent TTG Luxury Journey, which was run as another part of Portugal’s luxury campaign with TTG Media.
Six lucky agents joined the latest TTG Luxury Journey to the Center of Portugal
Speaking at the Edinburgh dinner, Horizonally Travel’s Kieran Smith reinforced how it was important for agents to try and gain firsthand experiences such as these: “It’s all about seeing these places: once you have been to somewhere, you will switch sell clients to it. I think the typical Scottish client had always thought of golfing and villas in the Algarve, which is fine, but there is so much more to Portugal.”
Also at the dinner, Travel Counsellor Andy Gilhooly shared how switch-selling to river cruises, and Portugal itineraries built around that, was another growing option. “There is so much to do – such as learning about the history of Port, which can create quite an iconic memory. I think that in the past, Portugal might not have been first on the consideration list for luxury travellers, but that is definitely changing,” he added.
The Alentejo and Algarve regions were also showcased at the events as offering contrasting but complementary luxury propositions. The Algarve combines its renowned coastline with increasingly experiential luxury, including private yacht charters through the Ria Formosa, houseboat stays, Formula One circuit driving experiences, oyster farm visits, underwater art installations and chef-led cooking masterclasses using local produce. Alentejo meanwhile focuses on slow travel, wellness and authenticity, with stargazing beneath one of Europe’s darkest skies, Roman-style amphora wine experiences, horseback riding through Comporta, cork forest walks and artisan traditions such as Arraiolos tapestry making.
“There is a cachet to being in a less discovered part of Portugal recently, especially places such as Comporta,” said Upper Class Travel’s Christine D’Agostino, during the Edinburgh gathering.
Agents enjoyed a presentation about Portugal during the dinner at Malmaison Edinburgh
Visit Portugal’s Alice Fonseca added how these authentic, tailor-made experiences continue to drive the destination’s appeal among high-value travellers who are seeking memorable journeys combining comfort with a genuine sense of place. “There are still some misconceptions around Portugal, so it’s good for us to continue to showcase among agents what we have to offer the luxury traveller,” she said.
“We are really starting to see the breadth of cultural ways to enjoy Portugal shine though now,” said Mark McCardie of Rock My World Travel during the Edinburgh event.
TravelMax’s Savannah Bracewell even seized the opportunity to promote Portugal the morning after the Belfast event, giving away a special Vogue supplement about the country and a bottle of Portuguese wine to clients due to head off on holiday there: “They were both totally delighted to have a little sample of Portugal to go home to, to get them in the mood for their upcoming trips.”
At the events, Portugal’s island destinations were also highlighted thanks to their offering of distinctive experiences. In the Azores, the emphasis is on nature and geothermal landscapes, with whale watching with marine biologists, canyoning, volcanic cave exploration, tea plantations and wellness centred around thermal springs.
Agents heard how Madeira blends its spectacular scenery with rich cultural heritage through levada hikes, private sailing to the protected Desertas Islands, diving, artisan embroidery workshops, traditional wicker craftsmanship and the iconic Monte toboggan rides, alongside its celebrated food markets and gastronomy, all helping to appeal to a changing demographic of visitors.
“Throughout these interactions with agents – who were identified for their focus on high-end and tailor-made travel – it’s been really rewarding to hear how excited they are about what Portugal has to offer, and to learn how luxury travel in the destination is increasingly centred on exclusivity through access rather than excess,” said April Hutchinson, Head of Luxury, TTG Media.
“Encouraging advisors to look beyond traditional luxury products towards immersive cultural encounters, conservation-minded experiences, exceptional gastronomy and meaningful connections with local people is the way forward for luxury travel more broadly, and is a dynamic that’s equally at play in Portugal now – the agents we have been meeting with also clearly understand this.”
Visit Portugal will also be taking part in Black Book, the new luxury travel trade show making its debut on 21-22 October at the Business Design Centre. More than 100 exhibitors will interact with around 150 carefully selected luxury travel advisors in one-to-one meetings over the course of two days.