The new UK director of Visit Portugal has pledged to work closely with travel agents and continue the tourist board’s “very trade-friendly” strategy.
Celina Tavares (pictured) has succeeded Claudia Miguel, who has moved to become director in the German-speaking markets of Germany, Switzerland and Austria.
“The trade is one of our most important partners in most of our markets, but especially in the UK,” said Tavares.
“I am looking forward to continuing the amazing job that this wonderful team has been doing for the past couple of years.”
Tavares started her career with Visit Portugal in Ireland, where she worked for seven years, before moving to the US in 2018 to head the tourist board there.
She highlighted how the UK is Portugal’s top source market, attracting 2.4 million UK visitors last year.
“Historically, the demand from the UK market was focused more on sun and sea, Madeira and the Algarve,” she said.
Now, thanks to the work of the tourist board, different regions – such as Alentejo and the Azores – are showing faster growth than traditional resort areas.
“The top destination will always be the Algarve, but it’s interesting to see that visitors from the UK are looking to expand their knowledge about Portugal – experience new destinations, more immersive activities, and more contact with local communities,” she added.
“This is important for us as a destination, so that we can grow in a more sustainable way and expand tourism flows to other areas that are lesser known, but that are equally beautiful and stunning.”
Another important way to reach travel agents is through Visit Portugal’s associate membership of the Association of Touring and Adventure Suppliers (Atas).
Tavares will meet agents at the joint Atas/Visit Portugal destination showcase on April 29 in Oxford, as well as the annual Atas conference in September.
“We feel that definitely the travel agent segment and channel to Portugal is increasing,” she continued.
“Our team of five is always available if you need us.”
The tourist board is organising fam trips and developing a webinar programme with Online Travel Training (OTT).
It also works closely with trade titles such as Travel Weekly and Aspire, agency consortia and associations such as Aito and Abta.
Tavares added: “We are very fortunate to have a very diversified tourism offer – in scenery, infrastructure, gastronomy, wines…a tourism offer for families, golfers, surfers, people that love the outdoors, walking, trekking, cycling, and sun and sea, and our islands.”
She noted how responsible and sustainable travel in Portugal has been increasing “due to this newfound demand from people who want to experience heritage, culture and gastronomy”.
Other advantages include a wide range of flight services to different regions – including a new British Airways flight to the Azores – and more luxury and boutique properties, especially in Alentejo, which offer wine tastings or farm-to-table experiences.
“Our best asset is the Portuguese people and how welcoming we are in Portugal,” she added.
The country also hosts a wide range of festivals, such as Madeira Wine Fest and the Sardine Festival in Portimão, plus sporting events for runners, cyclists and golfers, and major trade conferences, such as the International Congress and Convention Association (ICCA) Annual Congress in Porto, in November.
Trade partners can contact the Visit Portugal team in the UK on info.uk@turismodeportugal.pt