The curiosity might’ve begun in 2019 when Portugal was named Europe’s Leading Destination at the World Travel Awards and its capital city of Lisbon ranked 18th on TripAdvisor’s list of the world’s best destinations. That same year, the country was named by USA Today as one of the hottest destinations of the year.
In the years since, the country has won multiple awards including most recently at the 2023 World Travel Awards for Leading City Break Destination (Porto) and Leading City Destination (Lisbon) among many others.
Of course, in 2020 when travel was halted for Canadians and as we isolated in our bubbles, the rest of the world got ahead of us in discovering the beautiful country.
But Canadians are making up for lost time.
In 2023, Canada entered the top 10 markets for Portugal, and we are now the 10th in terms of overnight stays and 9th in terms of guests. Those numbers are expected to grow even more once Air Canada’s new Montreal to Porto route launches June 4, 2025.
The consistency and growth suggest Portugal's appeal is not just a fleeting trend, but a sustained growth in popularity. The country offers a diverse range of experiences, from city breaks to broader cultural and historical exploration, especially in the Northern part, which is where TravelPulse Canada explored on an Air Canada FAM earlier this month.
“This growth reflects the work done by all our partners in growing visibility of Portugal as a tourism destination in the Canadian market,” said Ines Almeida Garrett, Tourism Director Canada, Portugal Tourism. “The number of arrivals from Canada to Portugal continue to increase, and we are very proud to have more Canadians visiting us every year, also in the winter period since we have a mild climate all year round.”
Checking out the infamous and impeccably clean Nuri Sardine Canning factory in Northern Portgual. (Photo Credit: Marsha Mowers)
If you had told this writer I would love a tour of a sardine canning company, or been happy to visit ancient churches and sanctuaries, I don’t think I’d have been able to sit with a straight face. But that’s exactly what happened. Sometimes, the passion of local guides or the rich history behind seemingly ordinary places can really bring them to life. Thus is the case in Northern Portugal.
Through our incredibly knowledgeable and warm guide Monica and backed by the adored Almeida Garrett, we set out on a fast-paced tour to experience the North, staying at 5 hotels in 6 days and experiencing the magic that is the Northern part of the country.
You can read about our hotel stays and visits here, but what agents should know is that there is a whole new world of exploration in the north ready and waiting for your clients. It extends beyond the popular and UNESCO site Douro Valley, though of course that needs to be a must-stop on an itinerary. What clients will love is the overall authenticity of the area.
Tourism Portugal's Canadian Director Ines Almeida Garrett. (Photo Credit: Marsha Mowers)
“Come and visit Portugal, discover Porto & North, experience the food, the wines, the ancient conventual sweets, the cheese, the seafood, and I could go on.... but also experience the authenticity of this region, immerse yourself in the region and all the charming towns and villages, visit a wine cellar and a vineyard, experience the many outdoor activities offered and enjoy the different pace and all this region has to offer.”
Done. Now pass the port!
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