During the 4th edition of the LGBT+ Tourism Expo, Bernardo Cardoso, director of Visit Portugal, reinforced the country's commitment to expanding its presence in Latin America and opening its doors even further to the LGBT+ community. "Portugal is a sister country to Brazil and welcomes everyone," he assured in an exclusive interview.
Strategy in Latin America: “The right time has come”
Portugal is the guest country at two major trade fairs in Latin America this year—FIT Latin America in Argentina and Festuris in Gramado. "We've long wanted to expand tourism from Portugal to other countries in the region. The pandemic delayed it, but the time is right," said Cardoso.
Last year's roadshow in Argentina was the starting point for this expansion. "It was a huge success, and suddenly we were invited. Argentina is an incredible market, with the highest number of travelers in Latin America," he explained.
Luxury tourism: less ostentation, more authenticity
For Cardoso, the concept of luxury has changed, and Portugal embodies this new vision: "Luxury is authenticity. It's being able to have a picnic on a deserted beach or stay in a five-star hotel that respects your privacy. Luxury is having genuine experiences. That's the essence of Portugal."
He emphasizes that Portuguese hospitality is the key differentiator: "There's no good trip without a good experience, and there are no experiences without people. Portuguese friendliness makes all the difference."
The strength of the Portuguese community: unity that drives success
Another aspect that sets Portugal apart is its community unity, even outside the country. "We Portuguese are small in number, but very united. This goes back to the Discoveries. If we didn't help each other, we wouldn't have come this far," Bernardo stated.
This union is reflected in solid partnerships with Portuguese brands present in Brazil. "We open doors for each other. This facilitates business, broadens experiences, and creates bonds."
Authenticity in gastronomy and wine: “Portugal makes history, not just wines”
When it comes to gastronomy, Cardoso is full of enthusiasm: "I challenge anyone to show me another country with such gastronomic diversity for our size. We have over a thousand cod recipes and over 250 native grape varieties. Inside a bottle of Portuguese wine, there's a living history."
This authenticity stems from Portugal's isolated past. "For centuries, everything was produced at home. After the Discoveries, we blended ingredients from around the world, while maintaining the essence. This makes us unique," says the director of Visit Portugal.
International Lisbon, but beyond Lisbon there is an entire country
Regarding the capital's tourism growth, Cardoso downplays concerns about overtourism: "Lisbon has become international, but our job is to show that Portugal goes much further. Wine tourism, for example, is in the interior. We want to distribute visitors throughout the territory. That's how sustainable tourism is achieved."
Portugal ready to welcome the LGBT+ public: “With open arms”
When asked about the LGBT+ community, Cardoso was blunt: "We've always supported the LGBT+ Tourism Expo because we believe in this market. It's a wonderful and economically significant community, but more than that: Portugal belongs to everyone, without stereotypes, without barriers. We welcome you with open arms."
EuroPride in Lisbon is just one symbol of this openness: "Spring isn't made by one swallow. But Portugal does. And it does so with pride," Cardoso concludes.
The 4th LGBT+ Tourism Expo was held on July 24th, at the Hotel Unique, in São Paulo.
Report and photo: Mary de Aquino.