Monday, May 19, 2025
ExpoVacaciones 2025, one of the Iberian Peninsula’s most important tourism trade fairs, once again brought together top regional and international destinations. Held annually in Bilbao, this event showcases trends in travel, gastronomy, wellness, nature, and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, attracting thousands of industry professionals and travelers from across Spain and beyond.
Among the many exhibitors, Centro de Portugal (Center of Portugal) stood out with a strong, diversified tourism message rooted in culture, sustainability, and emerging conference tourism. Representing the region was Sérgio da Costa, Head of Press, Trade, and Market Research at the Turismo Centro de Portugal.
In an exclusive conversation, da Costa outlined the region’s successes in the Spanish market, discussed exciting new developments in infrastructure and attractions, and shared insights on how the Center of Portugal is connecting its deep cultural heritage with new-age tourism models.
A Rising Star: The Center of Portugal in the Spanish Market
“Spain is, without doubt, our most important international market,” Sérgio da Costa began. “Year after year, we see an increase in Spanish tourists visiting the Center of Portugal, and they come not just once—but return for the variety of experiences we offer.”
According to the Portuguese National Tourism Authority (Turismo de Portugal), Spain accounted for over 2.2 million overnight stays in Portuguese territory in 2024, with a strong concentration in the Centro de Portugal region. This central region includes popular destinations like Aveiro, Coimbra, Viseu, Figueira da Foz, and the Serra da Estrela mountains.
“Many Spanish travelers are familiar with Lisbon or the Algarve, but our region offers something different,” said da Costa. “Beaches, yes, but also rural getaways, thermal spas, gastronomy, heritage towns, and cultural routes.”
He noted that proximity, shared Iberian values, and growing transport connections between Spain and Portugal, particularly in the north and center, have fueled the region’s cross-border success.
ExpoVacaciones: A Platform for Connection and Strategy
“We’ve been participating in ExpoVacaciones for several years now, and each time the response has been incredible,” da Costa shared. “Visitors from Bilbao and the Basque Country are curious, and many already have positive travel memories in Portugal. This event lets us deepen those connections.”
The Center of Portugal’s booth featured imagery from coastal towns, mountain retreats, wine estates, and historic cities. Maps, brochures, and digital presentations guided guests through themed routes—culinary, religious, literary, and architectural—encouraging repeat visitation and slow travel.
“This is not just about promotion,” he said. “It’s about storytelling—about explaining how diverse and human our region is.”
New Developments: Hotels, Attractions, and Wine Routes
When asked what’s new for 2025, Sérgio da Costa was enthusiastic.
“We are seeing strong investment in boutique hotels, eco-resorts, and rural lodgings,” he said. “From the Dão wine region to the hills of Serra do Açor, there are more curated stays than ever before.”
But the experiences are evolving too. “We have developed more wine tourism routes, where visitors can tour cellars, talk to winemakers, and enjoy pairing dinners in the very vineyards where the grapes grow,” he explained.
The Centro de Portugal has 7 wine regions under its umbrella, including Bairrada, Dão, and Beira Interior. These areas are gaining popularity for their low-tourism density, high-quality wines, and authenticity.
“We also host festivals and events that are growing in visibility—culinary events, biker exhibits, artisan markets, and music performances—all of which tie into our cultural DNA,” he said.
Convention and Business Tourism: The Convento de São Francisco
One of the most exciting developments is the region’s move into convention and congress tourism, also known as the MICE sector.
“This year, we are focusing on congresses and conventions,” da Costa revealed. “We recently launched a new initiative around the Convento de São Francisco, which is now one of our premier venues for cultural and business events.”
Located in Coimbra, the former capital of Portugal and a UNESCO World Heritage Site, the Convento de São Francisco has been transformed into a state-of-the-art convention center. It offers a large auditorium, breakout rooms, exhibition spaces, and stunning architectural elements that blend the historical with the contemporary.
“You can hold a scientific congress or a medical seminar inside a centuries-old building where monks once lived,” da Costa said. “This is our way of connecting the traditional history of Portugal with the future of travel and business.”
The new Centro de Congressos Convento São Francisco has already hosted international forums and cultural festivals, including music, cinema, and academic symposia. It is also supported by modern facilities, including hotels and public transport links in Coimbra.
Architecture and Culture as Pillars of Tourism
Da Costa pointed out that architecture remains one of the region’s strongest assets.
“Visitors don’t only want beaches anymore—they want to understand, to explore stories, to see beautiful things made with care,” he said. “Our cathedrals, university buildings, museums, and villages preserve centuries of life, and you can feel it.”
The University of Coimbra, another UNESCO site, is one of the oldest in Europe, founded in 1290. “It’s not just a place for study—it’s a living museum, an icon of knowledge,” he noted.
The region also includes monasteries, Roman ruins, Jewish heritage sites, and manor houses that now host events, tastings, and cultural programs.
A Balanced and Sustainable Approach to Tourism
One of the key themes in the Center of Portugal’s strategy is sustainability.
“We don’t want to overcrowd. We want to spread tourism throughout the year and across the territory,” da Costa said. “By promoting rural areas, nature reserves, and second-tier cities, we are helping local economies and reducing pressure on hotspots.”
Tourism Centro de Portugal has partnered with the Portuguese government and European projects to improve signage, train local guides, develop mobility solutions, and support green initiatives in hospitality.
“Whether it’s a cycling trail or a historic manor house turned into a hotel, we support businesses that invest in sustainability and quality,” he said.
Looking Ahead: Vision for 2025 and Beyond
When asked what excites him most about the coming years, da Costa emphasized diversity and depth.
“Portugal is not just sun and sea. It’s art, identity, memory, and innovation,” he said. “In Centro de Portugal, you can go surfing in Figueira da Foz, have lunch in a vineyard, tour medieval castles, visit a university older than most countries, and end your day in a jazz bar—all in the same region.”
He concluded the interview with an open invitation:
“To all our Spanish friends, and to travelers around the world—Centro de Portugal is your destination. Come for the culture, stay for the people, and leave with stories you’ll cherish.”
Conclusion
The Center of Portugal’s appearance at ExpoVacaciones 2025 confirmed its reputation as a rising star in European tourism. With a balanced mix of heritage, modernity, and strategic investment, the region is appealing to leisure tourists, event organizers, and culturally curious travelers alike. Guided by professionals like Sérgio da Costa and backed by regional and national initiatives, Centro de Portugal is not just showcasing a destination—it is shaping the future of how we experience Portugal.
