Visit Portugal has achieved a landmark victory in the Irish travel industry, displacing the long-dominant Spanish Tourism Office to claim the Tourist Board of the Year award at the 2026 Irish Travel Industry Awards.
The accolade, presented at the prestigious gala ceremony in Dublin’s Mansion House and organised by the Irish Travel Agents Association (ITAA) in association with MSC Cruises, marked the first time Visit Portugal has topped this category, edging out finalists including Brand USA, Las Vegas LVCVA, New York Tourist Board, and the Spanish Tourism Office. This breakthrough reflects Portugal’s surging popularity among Irish holidaymakers and the effectiveness of Visit Portugal’s targeted promotional strategy in the market.
The tourist board hosted the Irish Travel Agents Association conference in Alcobaca in October, one of the most successful in the history of the Association.
Portugal has enjoyed remarkable growth as a destination for Irish travellers. In 2024, the country welcomed a record 557,647 visitors from Ireland—a 6.3% increase on the previous year—establishing Ireland as one of Portugal’s top 10 source markets. The Algarve, Lisbon, Porto, and the Madeira and Azores archipelagos remain perennial favourites, drawn by reliable sunshine, diverse landscapes, rich culture, and excellent value. Direct flights from Dublin, Cork, and Shannon, operated by Ryanair, Aer Lingus, and others, provide convenient access, with frequent services making short breaks and longer stays increasingly appealing.
Visit Portugal’s activities in Ireland are spearheaded by its dedicated tourism team based in the market, focusing on trade engagement, press relations, and consumer-facing campaigns. The team organises regular roadshows and events to showcase Portugal’s offerings to Irish agents and media. A notable example was the Visit Portugal Trade Roadshow in Dublin, which brought together Portuguese suppliers—hotels, regional tourism boards, and activity providers—with agents for networking, tastings of local gastronomy, and presentations on new products. Such events highlight Portugal’s authenticity: from wine tourism in the Douro Valley and Alentejo to surfing in the Algarve and historic explorations in Évora or Sintra.
Familiarisation trips form a key pillar of the strategy. Irish agents and journalists are regularly invited to experience destinations firsthand, sampling boutique hotels, Michelin-starred dining, golf courses, and eco-friendly initiatives. These immersive visits equip agents to recommend Portugal confidently, emphasising its variety—from family beach holidays in the Algarve to city breaks in vibrant Lisbon or cultural tours in the north. Partnerships with Irish operators like Sunway, TUI, and Topflight ensure Portugal features prominently in brochures and online platforms, often as preferred sun destinations.
Marketing efforts are tailored to Irish preferences, promoting affordability, proximity (flights under three hours), and year-round appeal. Campaigns spotlight shoulder-season value in spring and autumn, when crowds thin and prices drop, alongside themed experiences: gastronomic escapes featuring pastel de nata, cataplana, and port wine; wellness retreats in thermal spas; and sustainable tourism in protected areas like the Ria Formosa or Peneda-Gerês National Park. Visit Portugal collaborates with the Algarve Tourism Board and other regional entities for joint promotions, including events in Dublin venues that immerse attendees in Portuguese flavours and music.
The displacement of the Spanish Tourism Office signals a shift in Irish preferences, driven by Portugal’s consistent quality, welcoming atmosphere, and post-pandemic recovery strength. Agents report rising demand for multi-centre itineraries combining city and coast, as well as emerging interest in the Azores for nature and adventure. Visit Portugal’s proactive approach—educational webinars, digital resources, and trade support—has built strong relationships, fostering loyalty in a competitive European sun market.
2026 awards
Previous winners
