The Algarve has once again proven its status as Ireland’s favourite sun-soaked escape, clinching the Best Summer Destination title at the 2026 Irish Travel Industry Awards over shortlisted rivals including Costa del Sol, Greece, Lanzarote, and Spain. in a category sponsored by Hurtigruten. This is the second year in succession for the Algarve to in and the fifth time in all. Of the 500,000 Irish who visit Portugal each ear, around 400,000 travel the Algarve.
The destination pursues an energetic and multifaceted strategy to captivate the Irish market. Annual trade missions and familiarisation trips bring Irish agents to the Algarve, where they experience its highlights firsthand—from cliff-backed coves and championship golf courses to historic towns and fresh seafood dining. These immersive visits, often partnered with airlines and tour operators, equip agents with authentic insights to recommend the region confidently. Key collaborators include major Irish players such as TUI, Cassidy Travel, Club Travel, and others, who feature Algarve packages prominently in summer brochures and online promotions.
Accessibility remains a key driver of success. Direct flights from Dublin, Cork, and Shannon to Faro, operated by Ryanair, Aer Lingus, and others, provide frequent, affordable connections, typically under three hours. This convenience appeals to families, couples, and groups seeking hassle-free getaways. Irish agents report strong demand for all-inclusive resorts in areas like Albufeira, Vilamoura, and Lagos, as well as self-catering villas that offer privacy and space—ideal for multi-generational holidays.
VisitAlgarve’s promotional efforts are tailored to Irish preferences, emphasising value, variety, and year-round appeal that extends into shoulder seasons. Marketing campaigns highlight the region’s 300 days of sunshine, pristine beaches such as Praia da Falésia and Praia da Rocha, and an array of activities beyond sunbathing. Water sports enthusiasts enjoy kayaking, paddleboarding, and boat trips to dramatic sea caves at Ponta da Piedade, while nature lovers explore the Ria Formosa Natural Park by boat or on foot along scenic trails. Golfers flock to world-class courses like Quinta do Lago and Vale do Lobo, many with ocean views, and cultural seekers wander charming whitewashed villages, historic Faro, or bustling markets in Loulé.
Family-friendly attractions abound, from water parks and zoomarine experiences to gentle coastal walks and dolphin-watching excursions. The Algarve’s gastronomy—fresh cataplana stews, grilled sardines, and local wines—features heavily in promotions, appealing to Ireland’s growing interest in authentic culinary experiences. Sustainability initiatives, including eco-tours and conservation efforts in protected areas, resonate with environmentally conscious travellers.
The region’s repeat appeal is evident in booking patterns. Many Irish visitors return annually, drawn by consistent quality, English-speaking services, and a welcoming atmosphere. Post-pandemic recovery has seen renewed enthusiasm for reliable European sun destinations, with the Algarve benefiting from its proximity and perceived safety.
Looking ahead, VisitAlgarve continues to invest in trade engagement, digital campaigns, and partnerships to sustain momentum. With ongoing developments in luxury accommodations, wellness retreats, and adventure options, the region positions itself for future growth. This latest award underscores a winning combination: breathtaking natural beauty, excellent infrastructure, and a dedicated focus on the Irish travel trade.
2026 awards
Previous winners
