The Central Portuguese Tourist Board used the opportuniity to promote the diverse offerings of the Central Portugal region, which features nearly 280 kilometres of Atlantic coastline. The area’s attractions include historical sites such as the University of Coimbra library, medieval villages, and the unique canals and traditional Cyrus boats. It is also presented as a destination for active pursuits, including major surfing events with large waves, appealing to adventure travellers.
João Quaresma of Central Portuguese Tourisn told the 2025 Worldchoice conference at Johnstown Estate in County Meath that the region contains numerous “hidden secrets” beyond its famous coastline, including distinctive gastronomy and high-quality hotels. He highlighted the historical and cultural depth of locations like Alcobaça, referencing the tragic love story of Pedro and Inês as an example of the area’s rich narrative heritage that connects with visitors.
Mr Quaresma’s presentation incorporated live traditional Portuguese music, engaging attendees directly to create an immersive cultural experience. He emphasised the strong and growing travel relationship between Portugal and Ireland, noting the importance of the Brazilian community travelling via Lisbon as a lucrative transit route. The role of TAP Air Portugal was acknowledged as a key partner in facilitating this connectivity.
The tourist board representative concluded by stressing the shared cultural values of openness and hospitality between Portugal and Ireland. He framed the conference as an opportunity for Irish travel agents to deepen their knowledge of the region’s products, from its food and wine to its historical and surf tourism, enabling them to sell more effectively to Irish holidaymakers.
The promotion centred on Central Portugal as a multifaceted destination combining beach, culture, adventure, and heritage. The strategy involved direct agent engagement through sensory experiences and storytelling, underpinned by strong air links, to encourage the development of tailored itineraries for the Irish market.
João Quaresma told the conference: “Central Portugal we have almost 280 kilometres of Atlantic coastline. And we have such an amazing other secrets to show you. We have this amazing, small hidden realities… and of course, the food. You can tell me about that. You have an amazing, amazing offer. The relationship here with the Irish was and is very strong.”
