Portugal celebrates record Canadian visits — and warms up for more

The rain outside helped to magnify the message that the Portuguese National Tourist Office was bringing to Toronto trade partners at the Hotel X on Tuesday (Oct. 21).

“We have 3,000 hours of sunshine per year”, said Inês Almeida Garrett, director for Canada at the tourism board. “Our climate is good all year round. Visit us in the winter.”

Resplendent in her Blue Jays blue, Garrett started the session by congratulating the American League champions on their win the night before.

Canadians are absolutely visiting Portugal in the winter as they look for warmer climates outside of their usual (American) destinations.

“2024 was our best year yet for Canadians,” said Garrett, “and this year is growing still.”

Welcoming, with open arms

She indicated that the success of the Canadian market is due to a few factors, the most important of which is the work that Canadian travel advisors are doing to promote and sell Portugal.

“Portugal is easygoing and safe. Most locals speak English. It’s easy to drive around. The people are nice. People really go the extra mile in order to accommodate your needs. And we are flexible. This is why, in terms of hospitality, I think this distinguishes us from all the other countries. Our best assets are the sun, the sea, and our people. People welcome everyone with open arms.”

Air Canada added a Montreal to Porto direct flight in June 2025, and according to Garrett, they have indicated it is going well and are extending their capacity.

Currently four airlines fly direct to Portugal from Canada – besides Air Canada, Air Transat, Azores Airlines and TAP Air Portugal also service the country.

Enter Portugal

Garrett led a series of presentations by the seven regions in Portugal, each proudly describing their unique geography and history, as well as a diverse range of activities and experiences this country has to offer.

Porto has over 1,000 flights landing per week. This region also encompasses the Douro Valley in the north, just two hours from Porto. It has four wine regions, five world heritage sites (out of 17 in all of Portugal), and the only national park is located in this part of the country.

The Azores, meanwhile, is described as “not just a place to visit, but a place to be felt and experienced.”  

The nine-island archipelago is located midway between Canada and Europe in the North Atlantic. The Azores, which was the backdrop for ACTA’s destination conference last year, is known for its unique wine, Verdehlo, whose grapes are grown in lava on Pico Island.

The island of Madeira, well known for its sweet dessert wine, boasted an average overall temperature of 20 degrees.

They promote the “exuberant nature” of the North Coast, highlighted by hiking in the Levadas, irrigation channels originally built in the 16th century.

The Algarve region in the south showed off its (free to all) beaches, golden cliffs and crystal-clear water. Twenty nine airlines have direct routes to the Algarve, serving 17 countries.

“We don’t receive guests, we receive friends” said the region of Alentejo, focusing on its walled city of Mertola, the UNESCO site of Evora, and the “astrotourism” – travel focused on experiencing the night sky – they enjoy due to the light pollution in the region.

The centre of Portugal boasts the highest mountain on mainland Portugal, called Torre, and also houses the oldest synagogue in the country. Religious tourism is very important to Portugal overall.

Gastronomy and wine were a common theme from most of the regions, reinforcing the Portuguese philosophy that “relationships are built when we share a meal”, according to Garrett. 

Canadians are “amazing tourists”

Garrett called Canadians “amazing tourists.”

“Canadians usually bear some symbol of their own country, like a luggage tag, a backpack, a t-shirt. I see them on the street, and I get so proud. Here they are, my Canadians. I love that,” she said. “I know my country also treasures a love for Canadians too. Because you are generous, you’re interested in our culture, you’re interested in the stories we have to tell, and you are interested in mingling with the locals. Interacting with us – that’s part of the success of the experience.”

The delegation will be holding marketplaces for Canada’s travel trade in Montreal on October 22 and Vancouver on October 23.

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