“We are very confident in the path we have taken”, says André Gomes, president of Algarve Tourism, who believes that “the work carried out is strengthening the region’s competitiveness and attracting more qualified and sustainable tourism”.
André Gomes, who was commenting on the positive balance of the region’s external promotion in the first half of the year and prospects for the second half of the year, believes that, in a demanding and constantly changing global scenario, the results that have already been achieved show that the Algarve is prepared to face the challenges of today’s tourism, with strategic vision, adaptability and a value proposition that is increasingly aligned with travelers’ expectations. “The results of this semester are clear: we are on the radar of the most demanding and curious travellers. The Algarve is increasingly closer to markets that truly value its authenticity, diversity, and ability to surprise”, according to a report by Publituris.
The indicators relating to tourism promotion in the first half of 2025 confirm that the international strategy of Turismo do Algarve is bearing fruit. Based on an ambitious action plan and an experiential and personalised approach, the region has been consolidating its reputation in strategic markets, with particular emphasis on the United States of America.
According to a statement from Turismo do Algarve, close collaboration with airlines, consistent investment in the North American market and the commitment to bringing more professionals to the destination with the ability to influence choices and recommendations were some of the main vectors of the strategy implemented in the first half of the year.
It is worth noting that the first half of 2025 was marked by the strengthening of the Algarve’s international connectivity, with emphasis on the launch of two strategic routes: the first direct connection between Faro and the USA, operated by United Airlines, and the start of a regular route with Iceland, operated by PLAY Airlines.
Promotions
In addition to attracting new connections, the consolidation of partnerships with international airlines also resulted in the implementation of co-marketing campaigns, with the aim of boosting bookings throughout the year. In the first half of the year, seven promotional campaigns were underway with airlines from six different markets, including collaborations with Air Transat, British Airways, Brussels Airlines, Eurowings, Jet2.com, SATA Azores and Transavia. Five additional campaigns are already planned for the second half of the year.
Also as a review of the first half of this year, it is worth noting that, since the beginning of 2024, the external promotion plan has been intensified in the United States and Canada, with the aim of capitalizing on the growing interest of these markets in the region, reinforcing the notoriety of the destination and ensuring the sustainability of existing direct and indirect air connections.
Thus, in the first half of 2025 alone, 11 specific actions aimed at the North American market were implemented, with emphasis on the organization of two roadshows that visited cities such as New York, Boston, Los Angeles and San Diego. These initiatives brought together more than 300 tour operators and travel agents, providing direct meetings with companies in the Algarve.
Good results
According to Turismo do Algarve, these actions have yielded good results: between January and February 2025, demand from the North American market for the destination grew by 8.5%. With the strengthening of air connectivity — especially the start of direct air connections with the United States — this trend is expected to intensify throughout the second half of the year. The USA is currently the seventh most important foreign market for the Algarve. This enhanced promotion strategy for the North American market will continue until the end of the year.
Proximity to markets has been another major focus of the Algarve’s international promotion strategy for 2025. More than communicating remotely, Turismo do Algarve has invested in organising visits to the destination with journalists, content creators, travel agents and tour operators. This approach has yielded very positive results, as it allows participants to acquire a personal and unique perception of the destination on each visit, which is reflected in the and then in more genuine and impactful editorial content and in commercial campaigns more aligned with the reality of the Algarve.
In the first six months of this year alone, Turismo do Algarve carried out, with partners, seven promotional campaigns with airlines from six different markets, while 22 actions have already taken place or are taking place with tour operators and online travel agencies, from 10 markets. There are also seven marketing actions specialized in the golf segment, carried out in four markets, as well as participation in 40 international fairs or events. The segments that were focused on were golf, nature tourism, active tourism, sports tourism, wine tourism, luxury tourism and corporate events (MICE).
