Riding a Wave: Visit Portugal Has Busy Fall Program of Travel Trade Initiatives

Visit Portugal has scheduled a busy fall program of travel trade initiatives, strategic partnerships and expanded communications support, all designed to strengthen its engagement with the Canadian market.

With increased airlift, Portugal is working closely with industry partners to build demand for the winter and spring seasons and encourage Canadians to explore more of the popular destination throughout the year.

Under the direction of Inês Almeida Garrett, Visit Portugal’s Country Director for Canada, the tourism board has engaged two specialist agencies to amplify its efforts. 

Global Marketing & Sales (GMS) continues to lead Visit Portugal’s travel trade representation in Canada, working with travel advisors, tour operators, airlines and industry associations. VOX leads public relations and media outreach, building awareness of Portugal and sharing the destination’s stories with Canadian audiences. 

“Our travel trade partners are central to Portugal’s success in Canada. Their expertise, enthusiasm and continued support help turn interest in our destination into travel,” said Garrett. “With GMS continuing to strengthen our trade relationships and VOX bringing dedicated public relations support, we are expanding our capacity to inspire Canadian travellers and support the partners who bring them to Portugal.”

Supporting the Advisors who Sell the Destination

This fall, Visit Portugal is maintaining an active presence at trade shows and industry events, connecting with travel advisors nationwide and sharing destination news, product updates and opportunities for collaboration. 

This engagement is supplemented by webinars, in-person training, sales calls and familiarization trips. These activities provide the knowledge, firsthand experience and practical resources advisors need to recommend and sell Portugal with confidence.

“Travel advisors are our valued ambassadors and an essential link between Portugal and Canadian travellers,” added Garrett. “We deeply appreciate their commitment to our destination and want to ensure they have the support to introduce clients to new regions, recommend memorable experiences and grow their Portugal business.”

Visit Portugal is also working with key industry partners and associations on a series of events in Portugal before year-end, creating opportunities to deepen destination knowledge, strengthen commercial relationships and broaden the range of experiences available to Canadian travellers.

In October, the Air Canada & United Airlines Race 2026 will take place in Porto and the North of Portugal, giving participating travel professionals firsthand exposure to the region and its tourism offering.

In November, Travel Trade Marketplace Canada will take 40 tour operators and key travel partners to Alentejo to meet with tourism companies from Portugal’s seven regions. The event will help participants establish new business relationships and expand their product offerings, bringing more of Portugal’s regional diversity to the Canadian market.

Also in November, the CATO Out-of-Country Symposium will be held in the Azores, providing another valuable opportunity to engage with Canadian tour operators while showcasing the islands’ distinctive appeal.

Increased airlift is opening further opportunities for Canadians to experience Portugal beyond the traditional peak season. 

“Our priority is to turn greater connectivity and awareness into sustained demand across Portugal’s regions and seasons,” said Garrett. 

“By working closely with our airline, tour operator, association and travel advisor partners, we look forward to a successful winter and spring and to building on the strong relationships that underpin Portugal’s growth in Canada.”