Lisbon is being discovered as a major stop on the circuit of European cultural capitals in order to fully comprehend Europe’s rich history and heritage

Expanding Portugal’s tourism offer and making it better known externally are at the forefront of efforts by the Portuguese Tourism Board (known as the Instituto de Turismo de Portugal: ITP). A stunningly beautiful and extremely friendly country, Portugal offers great value in comparison with other typical European destinations, according to ITP President Luis Manuel Patrao, who believes that the country is well positioned to add depth to the quality and sophistication of its tourism offer.

“Portugal has one of the best climates in Europe. We offer good value for money, a number of excellent hotels, entertainment, and it is easy to get here from other European cities. We are an affordable and accessible destination,” he comments. He adds that as Europe is the top global tourist destination, Portugal should be able to tap into that market more successfully as it has all the necessary attributes to become one of the main European attractions.

Consequently, ITP is launching a new marketing campaign entitled “Destination Portugal” and is working to promote a more rounded concept of the country’s attractions. “There is a need to take advantage of some of the other products we have here, such as our gastronomy and wine,” Mr. Patrao explains. “Our wines, along with food and other products like golf and nautical sports, are being treated as new areas of opportunity. We are restructuring our portfolio in terms of what we have to offer as a country.”

One of Europe’s most well-known golf destinations, the Algarve region was named Golf Destination of the Year in 2006 for the second consecutive year by the International Association of Golf Tour Operators. There are more than 70 courses throughout the country and these facilities nicely complement ITP efforts to promote Portugal’s growing success as a choice MICE (meetings, incentives, conferences and events) destination.

In 2005, Lisbon ranked 11th worldwide in the International Meetings Association’s list of best conference cities. The city’s mild year-round climate, competitive prices, nearby beaches and excellent infrastructure have been a strong draw for global events organizers, as have been neighboring resorts of Estoril and Sintra. Business tourism there now represents more than 65 percent of total revenue and has led to the creation of the Estoril and Sintra Convention Bureau, which offers events organization services.

Believing this success can be replicated in other parts of the country, ITP is now working to promote and upgrade MICE infrastructure in the northern and southern regions. The unique blend of renovated monasteries, palaces and castles, as well as designer hotels in Porto and northern Portugal, offer superior venues for hosting events. Meanwhile the well-known attractions of the Algarve, and its exceptional golf facilities, are being combined with upgraded MICE infrastructure. The island of Madeira, with its close proximity to both U.S. and Canadian destinations (five-hour flight) and European destinations (3.5-hour flight), is also being promoted as a premier MICE destination. The island boasts excellent conference facilities, is one of the safest destinations worldwide, and offers a wide range of adventure sports and leisure activities.

In addition to promotional campaigns, ITP is also involved in funding new tourism projects in the private sector as well as developing training programs. Mr. Patrao says that an agreement has been signed with Cornell University to offer an advanced tourism training program in the country. In addition, ITP is currently funding 28 new tourism projects with a total investment of €20 million ($26.3 million).