On Location: Five Reasons to Promote the Pleasures of Portugal’s Porto

Luxury hotels, world-class wines, centuries of history and outdoor adventures. Porto and Northern Portugal have plenty to offer travellers looking for more than a traditional European city break.

Following the 2026 Air Canada–United Airlines Race, travel advisors had the opportunity to experience the region firsthand through a series of specialized FAM trips. TMR Canada was there to explore five ways advisors can introduce clients to this appealing Portuguese destination.

With its colourful buildings, cobblestone streets, historic architecture and famous port wine cellars, Porto has long been a favourite among international travellers. But beyond its postcard-perfect scenery. Portugal’s second-largest city is also the gateway to a region filled with mountains, vineyards, charming villages and luxury hotels.

“There’s so much more to discover beyond Porto and the Douro Valley. Whether your clients are into culture, history, architecture, food, wine, nature or adventure, or a little bit of everything, Porto and Northern Portugal have something for everyone,” says Marie-Claude Richard, one of the travel advisors who participated in the FAM.

“The region is also easy to explore, whether you choose to use Porto as your home base for day trips or spend a few nights in different destinations.” 

1. Luxury Travel : Historic properties with a modern twist

Luxury travel in Northern Portugal comes with a strong sense of place. Rather than relying solely on modern amenities and personalized service, several upscale properties have built their appeal around historic architecture, distinctive settings and the region’s cultural heritage.

In Porto, the five-star Altis Porto offers a contemporary option for travellers who want to stay close to the city’s main attractions. The property features 95 rooms, including seven suites, and places an emphasis on comfort and wellness. Its location makes it a convenient base for clients who want to explore Porto while enjoying an upscale hotel experience.

For something entirely different, The Lince Santa Clara Historic Hotel in Vila do Conde occupies a restored 14th-century monastery. The five-star boutique hotel has 87 rooms and combines the character of its historic setting with contemporary design. Guests also have access to two restaurants, including Oculto by chef Vítor Matos, a Sisley Paris spa and an outdoor infinity pool.

Further inland, the Vidago Palace Hotel offers another take on luxury. Set in a century-old palace surrounded by extensive parkland, the five-star property is known for its thermal spa heritage, landscaped gardens, golf course and wellness facilities. The setting provides a quieter alternative to a city stay, particularly for travellers interested in relaxation and nature.

For advisors planning romantic escapes, upscale getaways or itineraries combining culture and wellness, these properties demonstrate that Northern Portugal’s luxury offering extends well beyond Porto’s city centre.

2. Gastronomy: More than a great meal

Food is an essential part of the travel experience in Northern Portugal, and the region offers plenty of opportunities for clients who like to discover a destination through its cuisine. 

Travellers can explore everything from neighbourhood markets and casual restaurants to sophisticated dining experiences. Portugal’s famous custard tarts — pastéis de nata — are an obvious favourite, while regional menus feature a wide variety of meat, fish and seasonal dishes.

We visited Matosinhos, a coastal city with strong maritime traditions and a reputation for its seafood restaurants. Another culinary stop was Matriarca, located in a historic 17th-century building in central Porto, where food and wine come together in a distinctive setting.

A group of approximately ten advisors also participated in a dedicated gastronomy FAM, taking a closer look at the region’s culinary offerings and how they can be incorporated into travel itineraries.

For travel advisors, the opportunity goes well beyond recommending a good restaurant. Market tours, culinary workshops, tastings and visits with local producers can turn an ordinary vacation into a food-focused experience. These activities can also be incorporated into broader itineraries for clients who want a taste of local culture without making gastronomy the sole focus of their trip.

3. Wine Tourism: The Douro Valley is worth the detour

Porto and port wine go hand in hand, but advisors looking to build a wine-focused itinerary should also consider the Douro Valley.

Approximately two hours from Porto by car, the region is known for its terraced vineyards, dramatic hillsides and sweeping views of the Douro River. The scenery alone makes it a worthwhile addition to a Northern Portugal itinerary, even for travellers not particularly interested in wine.

The Douro has a long winemaking history. Officially demarcated in 1756, it is among the oldest regulated wine regions in the world, while its cultural landscape has been recognized as a UNESCO World Heritage site since 2001.

During the FAM, participants experienced the valley from the water aboard a traditional rabelo boat. These wooden vessels were once used to transport barrels of wine along the Douro to the cellars of Vila Nova de Gaia. Today, they offer visitors a compelling perspective on the vineyards and the region’s wine heritage.

The itinerary also included a visit to Quinta da Pacheca, where participants explored the estate and took part in hands-on activities, including a wine-blending workshop and an art experience using wine as a medium.

For advisors, the Douro Valley offers opportunities to build itineraries around wine, gastronomy and scenic experiences. Some estates also provide accommodations among the vineyards, making an overnight stay an appealing option for couples and clients who prefer a slower pace. “The region has so much to offer, with a wide variety of experiences. That said, it can also present some challenges, so it’s important for travel advisors to understand their clients’ needs, interests and limitations,” says Kassandra Nadeau, a travel advisor who participated in the FAM trip.

4. UNESCO Heritage: A journey through Portuguese history

For history and culture enthusiasts, Northern Portugal offers considerably more than Porto’s picturesque streets. The region is home to several UNESCO-recognized landmarks, each offering a different perspective on Portugal’s past. 

Porto’s historic centre, including the Ribeira district along the Douro River, is known for its narrow streets, colourful buildings and centuries-old architecture. The Dom Luís I Bridge is another of the city’s most recognizable landmarks.

Beyond Porto, Guimarães is frequently described as the birthplace of Portugal. Its well-preserved medieval centre gives visitors an opportunity to explore the country’s early history through its streets, buildings and historic surroundings.

A dedicated UNESCO-focused FAM allowed one group of advisors to explore the area’s cultural highlights in greater depth, providing a firsthand look at how these destinations can be combined. incorporate these stops into longer itineraries that combine heritage attractions with the region’s food, wine and natural scenery.

For clients interested in European history, architecture or cultural travel, Porto can serve as a convenient base for exploring several destinations throughout Northern Portugal. Advisors can also incorporate these stops into longer itineraries that combine heritage attractions with the region’s food, wine and natural scenery.

5. Active Adventures: A different side of Portugal

Northern Portugal isn’t just about historic cities and wine tastings. The region also has plenty to offer outdoor-loving travellers, with activities ranging from leisurely cycling excursions to more adventurous experiences in the mountains.

One of the activities included in the Air Canada–United Airlines Race program was an approximately two-hour e-bike excursion departing from Matosinhos. Participants followed a route along the Atlantic coast, through the city park and beside the Douro River before reaching Porto’s historic centre. The experience combined coastal scenery, green spaces and city attractions in a single outing.

For travellers seeking something more adventurous, the 516 Arouca suspension bridge is another option. Located within the Arouca UNESCO Global Geopark, the pedestrian bridge stretches 516 metres across the Paiva River valley, reaching a height of 175 metres above the landscape below.

The attraction offers impressive mountain views and a memorable experience for visitors comfortable with heights. It also introduces travellers to a part of Northern Portugal that is very different from Porto’s urban setting.

Outdoor activities and nature were the focus of another of the specialized FAM groups, highlighting the potential for itineraries built around active exploration.

For advisors, these experiences can appeal to active couples, adventure travellers and clients looking to balance cultural sightseeing with time in nature. They also provide opportunities to introduce repeat visitors to lesser-known parts of Portugal.

Worth a Closer Look

What makes Porto and Northern Portugal particularly appealing is how easily different travel experiences can be combined within one itinerary. The region’s mix of luxury accommodations, gastronomy, wine tourism, heritage and nature gives advisors flexibility when designing trips for clients with diverse budgets, interests and travel styles.

With nonstop flights from Montreal and Toronto, Porto is an appealing gateway to Northern Portugal for Canadian travellers and the advisors who help plan their trips.