BTL 2025 – Better Tourism Lisbon Travel Market (formerly BTL – Bolsa de Turismo de Lisboa) opened yesterday.
The fair continues for four days at the Feira Internacional, Rua do Bojador, in Lisboa, occupying a total area of 50,000 square metres and connecting 1,400 exhibitors from 100 international destinations with 200 hosted buyers from 44 markets, with 3.000 business scheduled meetings over the two trade days.
The first two days of the fair are trade only, followed by two consumer days which attract and 85,000 visitors.
Alentejo and Ribatejo tourism are ‘BTL’s 2025 home partners and Cuba the international destination partner. The Alecrim restaurant from Estremoz installed a pop-up venue at the fair and the Regional Tourism Authority hosted 200 international buyers in the BTL Village space last evening.
The Algarve features prominently, with the Algarve Tourism stand, which includes most of the region’s local authorities, but also through some municipalities’ own stands.
New additions include the BTL Wellness area and the BTL Weddings area, responding to growing trends and demands in the market.
The event will focus on B2B business opportunities, with the ‘Hosted Buyers’ programme gathering 200 buyers from 44 markets for over 3,000 business meetings.
Cuca Roseta serves as the ambassador for BTL Cultural 2025, focusing on the cultural aspects of the event.
The cultural experience at BTL will include live fado performances, emphasizing its recognition by UNESCO as intangible cultural heritage.
Participants will connect with global leaders and explore cutting-edge technology shaping the future of travel.
Ireland’s delegation is led by Carlos Oliviera Portugal tourism representative in Dublin. Ireland was the third most important inbound market to the Algarve in 2024 with 348,821 visits and 1,726,717 bed nights, and the tenth to Portugal as a whole, with 557 647 visits and 2,296,185 bed nights.
Carlos Oliveira shared: “Participating in BTL 2025 in Lisbon is an exceptional opportunity to engage with over 1,500 exhibitors and connect with the Portuguese tourism industry. We are delighted to have Bettina and Francesca as the Irish delegates at this premier event.”
