Bernardo Cardoso of Portugal highlights Alentejo, Centro, Dão, and the islands as emerging destinations

Portugal continues to gain momentum during the European summer by offering a rare combination of experiences within a compact territory. In just a few hours, visitors can move between vibrant cities such as Lisbon and Porto, Atlantic beaches, historic vineyards, and preserved natural landscapes.

For Latin American travelers, the experience becomes even more meaningful due to the cultural and emotional connection with the country. “There is a sense of familiarity that makes traveling easier, while still allowing for constant discovery,” says Cardoso.

Safety also stands out as a decisive factor, along with the ease of traveling between regions, enabling diverse itineraries within a short timeframe. Another important differentiator is hospitality. According to the director, “there are no great experiences without the people who make them human, genuine, and memorable,” reinforcing the role of human connection in tourism.

Emerging destinations take center stage

Despite the high volume of visitors in Lisbon, Porto, and certain areas of the Algarve during peak season, Portugal is not facing widespread overtourism. The focus, according to Cardoso, is on broadening visitors’ perspectives.

Regions such as Alentejo, Centro de Portugal, and Dão are gaining prominence by offering more authentic and less explored experiences. Historic villages, wine regions, natural settings, and cultural heritage reveal an even more surprising side of the country.

“When travelers go beyond the most obvious routes, they discover a more authentic, more genuine, and often more surprising Portugal,” the director notes, also highlighting the positive impact on local economies.

A welcoming and accessible destination

Portugal stands out for its ability to balance sophistication and accessibility. The country offers high-end experiences—particularly in gastronomy, wine, and hospitality—while also catering to a wide range of travel styles and budgets.

Beyond affordability, the destination distinguishes itself through its welcoming spirit. “Portugal is inclusive in the way it welcomes visitors,” says Cardoso, noting that couples, families, groups of friends, and travelers with diverse interests can all find options aligned with their preferences.

Cruises as a strategic gateway

Maritime tourism plays an important role in promoting the destination, with ports such as Lisbon, Leixões, Funchal, and Ponta Delgada receiving visitors from around the world.

According to Cardoso, the challenge lies in turning these stopovers into more complete experiences. “The most important thing is to turn a stop into a genuine desire to return,” he explains. Contact with local culture, gastronomy, and commerce is key to building that connection.

A country to discover—and rediscover

Portugal is reaching a point where it is no longer just a destination to discover, but also one to revisit. Experiences related to wine tourism, gastronomy, nature, and wellness are on the rise.

“Alentejo continues to stand out for its authenticity and landscapes, while Centro de Portugal is gaining relevance for its diversity of heritage, mountains, and thermal spas. Regions such as Dão and Douro deepen the connection with the land and wine culture, while the islands—Azores and Madeira—remain exceptional choices for those seeking unique scenery and close contact with nature,” explains the Visit Portugal director in Brazil.

“Portugal is increasingly prepared to offer more meaningful travel, focused on authentic and memorable experiences,” Cardoso concludes.

Reporting: Mary de Aquino.
Photo: Visit Portugal.