Visit Portugal expands Canadian marketing efforts

Visit Portugal is launching a series of strategic initiatives to increase its presence in the Canadian market ahead of the winter and spring travel seasons. Under the direction of Country Director Inês Almeida Garrett, the organization is utilizing two specialist agencies to drive growth: Global Marketing & Sales (GMS) will manage travel trade representation with advisors, tour operators, and airlines, while VOX has been appointed to lead public relations and media outreach.

The strategy includes an active presence at Canadian trade shows, webinars, in-person training, and familiarization trips. Additionally, Visit Portugal is hosting industry events within the country to deepen commercial relationships. Upcoming programs include the Air Canada & United Airlines Race 2026 in Porto and the Travel Trade Marketplace Canada in Alentejo, which will bring tour operators to meet with tourism companies representing Portugal’s seven regions.