Turismo de Portugal will be present at the World Travel Market (WTM), the main tourism fair in the UK market and one of the largest in the world, where it will be inaugurating a new national stand aimed at Portugal's participation in international fairs
Portugal's new stand offers greater visibility for regional destinations, will have more business areas for companies, provides more efficient work areas and is committed to using sustainable materials and impactful technological supports. It will be Portugal's largest presence at WTM, with a total area of around 1,000 m² that will host 119 national companies with a business module, seven Regional Tourism Promotion Agencies with a region module and VisitPortugal with a national destination module and an events module.
More than just an exhibition space, the new stand emphasises the influence of the sea on Portuguese culture, gastronomy and way of life, showing that art is present in every aspect of daily life. It has a central element of great visual impact, inspired by the waves of the Atlantic Ocean and combining nature, innovation and national identity, integrating technology and sustainable materials.
It brings together an architecture where wavy and organic shapes predominate, shades of blue and gold that reflect the waves and the light of Portugal and a palette of colours that are distinctive to each of the regional destinations.
In a clear articulation with the international Portugal is Art campaign, the space celebrates the cultural diversity of its regions and invites visitors to live a sensory experience that goes beyond traditional galleries, promoting Portugal as a multifaceted and authentic destination where culture plays a distinctive role. It thus includes an exhibition that elevates the heritage of each region to the category of artistic expression of excellence. There are seven approaches - one per region - that transform traditional elements into modern art.
The organisation of events in Portugal has not been forgotten either, and the national stand now has a module specially dedicated to publicising them.
With a paperless approach, the stand is entirely made from recycled materials, also eliminating the use of plastics.
Over the three days of the event, there will be contacts with the press and meetings with operators, leading airlines and operator associations such as ABTA and AITO.
In 2024, the United Kingdom remained the main tourist market for Portugal in terms of overnight stays (18.1 per cent share), guests (12.7 per cent share) and tourist receipts (14.9 per cent share). The leading trend will continue in 2025, with the UK being the 1st market in overnight stays (17.9% share), guests (12.7%) and revenue (14.7%) in the first eight months of the year, a period in which it generated 2 986.1 million euros.
