“An incredible week”: CATO’s first out-of-country symposium underway in Portugal

If you’ve seen boldfaced names from Canada’s tour operators posting pictures from Portugal on social media this week, chances are you’ve caught a glimpse at a milestone event.

This week, The Canadian Association of Tour Operators (CATO) hosted its first-ever out-of-country symposium in its 40-year history.

Last year, CATO and the European Travel Commission (ETC) held a joint meeting focused on promoting sustainable tourism, urging consumers to travel differently—by exploring new regions, visiting during every season of the year, and embracing alternative travel methods.

The success of this initiative led to an official invitation from Turismo de Portugal for CATO members to further explore the topic of sustainable tourism in Portugal from Nov. 9-15.

In partnership with Visit Alentejo and TAP Air Portugal, 14 CATO members, representing over 40 brands, are on a five-day exploration of the Alentejo region, diving into its unique cultural and tourism offerings.

The delegation also connected with more than 50 local suppliers, including wineries, DMCs, hotels, transportation providers, and activity operators, showcasing the diverse potential of the region.

In a statement to PAX, Jean Hebert, CATO’s executive director, said the collaboration with Visit Alentejo, Visit Portugal, TAP Air Portugal has been “amazing” since day one.

“This is a discovery for all as there are so many historical and cultural places to visit, not forgetting the spectacular places and the welcoming people of Alentejo,” Hebert said.

Elvi Cal, senior vice-president, product and commercial at H.I.S. Canada Travel Inc, the parent company of TravelBrands, called the visit to Alentejo “a wonderful week.”

“The region exceeded expectations with its many UNESCO Heritage Sites, its food, wine and people. It was great to meet many of its suppliers and those of the many regions of Portugal in the one and one business sessions. We will definitely expand our product offerings,” he said

Howard Herman of DeNure Tours noted that he has developed a tour to Alentejo for 2025 that “I was thrilled with.”

“Now, having visited the region personally and experiencing the area first hand, I can't wait to get back to Canada to promote this amazing part of Portugal,” Herman said.

All the highlights

Highlights of the trip have included visits to local artisans, such as traditional pottery makers, and an encounter with the last cowbell maker in the region, offering a glimpse into the rich heritage and craftsmanship of Alentejo as well as beautiful landscape, hidden gem beaches and a dolphin-spotting cruise.

The symposium has provided an invaluable platform for CATO members to gather insights, forge new partnerships, and develop ideas for innovative and sustainable tour products tailored to the Canadian market and each tour operator, the association told PAX in a statement.

It also underscored the importance of diversifying tourism and supporting sustainable travel practices, aligning with CATO’s commitment to promoting unique and responsible travel experiences.

Maurizio Mazzola of Globus Family of Brands called the visit an “unforgettable journey” through a “hidden gem” region.

Brett Walker, general Manager of Collette and Chair of CATO, added that Alentejo has delivered “everything and more than expected.”

“Our members are more committed than ever to support Alentejo, as well as issues that support us all!” Walker said.

David Green, managing director for G Adventures and CATO’s Vice Chair, called the symposium “an incredible week,” highlighting the opportunity to network and share mutual learnings around hot topics like sustainability, over tourism and supporting local communities.

“We’ve been able to see first-hand the impact that local businesses benefit from tourism in the Alentejo region, and it was great to visit a local business that G Adventures travellers also visit. Moreover, I think this week has really shown our members the impact we can have together as part of CATO when we work together,” Green said.

Ines Almeida Garrett of Visit Portugal in Canada, expressed her gratitude for having the opportunity to host CATO’s event.

“We are so glad that CATO chose Alentejo to host their first symposium. We gladly welcome all members and we hope they can happily experience the Portuguese hospitality,” she said. “This was all possible with the support of TAP Air Portugal, CATO and all Members! We thank all for coming.”

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