"Nimble & agile": Air Transat courts snowbirds, millennials with Portugal

Canadian snowbirds are trading Florida for fado, and Air Transat is ready for them.

On a Wednesday (Mar. 11) night, Air Transat and Turismo Portugal welcomed a handful of media and industry professionals to an intimate dinner and presentation at Chiado restaurant, one of Toronto's hottest spots for fine dining and Portuguese seafood.

Transat has a special connection with Portugal, a new favourite among Canadian snowbirds, as the official designated carrier serving the country since May 21, 2002.

Hosting the evening was Inês Almeida Garrett, director at Turismo De Portugal, Canada and Julie Sareault, commercial director of Transat.

"May 2002 marked the beginning of a long and successful relationship with a destination that has since become one of the most important and cherished in our network," said Sareault. 

The airline has built out a range of Portugal packages over the years, from independent itineraries to fully guided tours. 

Demand has only surged since COVID, according to Sareault.

"It's so dear to the Canadian customer," Sareault added.

Transat flies to Lisbon, Porto and Faro (one of Portugal's most underrated resort towns) from Toronto and to Lisbon from Montreal. 

Transat also offers multicity packages designed to suit both structured and independent travellers.

"We have flights year-round and we have our summer programs. There's a lot of competition but we're super happy. We have our weeklies and it's a program that people enjoy," said Sareault.

From Toronto, Air Transat offers year-round direct service to three Portuguese gateways: Faro (2 weekly in winter, 3 in summer), Lisbon (3 weekly in winter, 5 in summer), and Porto (2 weekly in winter, 5 in summer)

Snowbird migration

There's been a noticeable shift with snowbirds due to strained Canadian relations with the U.S. 

"As far back as two years ago, snowbirds have been looking to go elsewhere, either Malaga, Spain, or Portugal," said Sareault. 

In response, Transat brought back its long-stay collection — two-to-four-week vacation packages designed to capture the demand shift from the US to Europe. 

The lineup includes "Portugal your Way," a leisurely-paced option for couples, families and friend groups, as well as popular multi-city packages linking Lisbon and Porto over nine days, seven nights, with meals and train transportation between the two cities included. 

"We're trying to be nimble and agile," said Sareault. "We have 43 aircraft so we can be pretty creative."

Working with their Porter code share has also allowed Transat to bring more international passengers from the US out of cities like New York, Chicago and Boston.

Sareault also addressed Transat's US footprint, noting it represents just one per cent of available seat-mile capacity this summer, with only two destinations — Fort Lauderdale and Orlando, flying out of Montreal and Quebec City. 

"The adjustment to our program for summer 2026 is temporary and reflects proactive capacity management, as we focus our efforts on markets where Air Transat is best positioned and where we can optimize the deployment of our resources," she said. 

"In that regard, we are anticipating overall growth of 6 to 8 per cent for the full year 2026.”

Who's going to Portugal 

Millennials are booking with Transat for Portugal more and more thanks to the destination's affordability. 

"You'd be happy to be in any destination in Portugal. I think that millennials are happy to visit," said Sareault. 

"When it comes to more structured visits, older audiences don't need tailored visits necessarily but they want to be inspired so they choose something more organized and guided."

Growth has been good in the Canadian market according to Garrett.

"We've been growing five to ten per cent in terms of guests in the last year. Canada is in the top 10 per cent for Portugal," said Garrett.

Transat is the only airline that flies to Lisbon, Porto and Faro directly from Canada year-round. 

"Visitors can land in Lisbon in the morning and have lunch in Porto because it's only a 2.5-hour flight. From Porto you can exit to Faro without losing time on your vacation," said Garrett.

Getting the lay of the land

Portugal's regions offer diverse experiences, from historic cities and world-class wine regions to dramatic coastlines and lush volcanic islands.

Mainland Portugal is divided into five tourism regions — the North, Central Portugal, Lisbon, Alentejo, and the Algarve — each offering distinct landscapes, culture and gastronomy. 

Beyond the mainland lies São Miguel Island, and the largest and most populous island in the Azores archipelago.

The North is often described as the birthplace of Portugal. 

The country itself has one of the oldest borders in Europe, established in the 12th century.

The city of Porto is known for its authenticity, with narrow cobblestone streets and colourful historic buildings cascading toward the Douro River. 

Nearby, the Douro Valley is the world's oldest demarcated wine region, officially established in 1756 and now a UNESCO World Heritage Site. 

The region is famous for its Port wine production and scenic river cruises that wind through terraced vineyards.

Central Portugal offers travellers the chance to slow down and discover authentic experiences off the beaten path. 

Cities like Aveiro, often called the Venice of Portugal, are known for their canals, Art Nouveau architecture and colourful moliceiro boats. 

The region is also home to several UNESCO World Heritage sites, historic villages and natural landscapes that invite visitors to reconnect with nature.

Lisbon, Portugal's capital, is the country's cultural hub. 

Visitors are drawn to its iconic vintage yellow trams, historic neighbourhoods and vibrant food scene. 

Just outside the city lies Cascais and the glamorous beaches of the so-called Portuguese Riviera, where historic fishing villages meet elegant seaside resorts.

One of Lisbon's greatest advantages is its accessibility — many neighbourhoods are easily explored on foot, and travellers can spend an afternoon simply enjoying views of the Tagus River with a glass of Portuguese wine.

Further south, the Algarve is Portugal's premier vacation destination. 

Known for its dramatic cliffs, golden beaches and fresh seafood, the region is where many Portuguese themselves escape for weekends to relax and reconnect. 

Summers can be hot, and the pace of life slows as locals and visitors alike embrace the laid-back coastal lifestyle.

Finally, in the Atlantic Ocean, São Miguel Island in the Azores, with its capital, Ponta Delgada, offers a very different Portuguese experience. 

Often called the Green Island for its lush landscapes, volcanic craters and crater lakes, it's a haven for outdoor enthusiasts, from hiking and whale watching to geothermal hot springs.

"I'd like to thank all the agents and advisors that have been working with us," said Garrett. 

"The trust that they put in us is so important."

Don't miss a single travel story: subscribe to PAX today!  Click here to follow PAX on Facebook.