The Algarve is starting 2026 “full of energy”, with an ambitious programme of international promotion that will put the region in direct contact with eight of its most strategic markets, according to André Gomes, president of the Algarve Tourism Association (ATA).
“Throughout January, we will be present in some of the world’s biggest tourism fairs as well as highly specialised events,” Gomes said, noting that the strategy reflects both the diversity of the Algarve’s tourism offer and the importance of maintaining a strong presence across different markets and segments.
Outdoor experiences are a clear priority this January. Walking, cycling and nature-based tourism feature prominently, responding to “growing demand for active and sustainable travel products that highlight the Algarve’s year-round mild climate, unique natural landscapes and more structured and qualified offerings”, the tourism chief says.
At the same time, ATA continues to invest in “close relations with international markets and in supporting regional tourism businesses” and “promote the Algarve in close coordination with our partners, creating opportunities for direct contact with tour operators, travel agents, media and international decision-makers,” Gomes said.
He added that the intensity of the January programme “sets the tone for the year ahead”, reinforcing the Algarve’s ambition to position itself as a “versatile, authentic and competitive destination” throughout 2026.
The Algarve’s promotional agenda for January:
- Vakantiebeurs (Netherlands, January 7-8)
The Algarve promotes its sun-and-sea offer to Dutch tourism professionals, strengthening ties with tour operators and travel agents in a key market. - London Adventure Travel Show (UK, January 10-11)
Focus on adventure tourism, walking and cycling, targeting British travellers seeking active, nature-based and sustainable experiences. - Ferien-Messe Wien (Austria, January 15-18)
Presence at one of Austria’s leading travel fairs to showcase the Algarve’s diverse tourism offer and develop new commercial partnerships. - Matka Nordic Travel Fair (Finland, January 15-18)
Promotion of the Algarve to Nordic audiences, described as a market with “high potential to grow”, including a joint destination presentation with Turismo de Portugal and other regions. - CMT Fahrrad & Wanderreisen (Germany, January 17-19)
Dedicated event for walking and cycling tourism, positioning the Algarve as an attractive off-season destination for active travellers. - Boot Düsseldorf (Germany, January 17-25)
At “one of the most important boat and nautical sports fairs in the world”, ATA will showcase the Algarve’s nautical tourism potential, in partnership with the nautical stations of Vilamoura and Portimão. - CMT Stuttgart (Germany, January 17-25)
One of the world’s largest consumer travel fairs, where ATA will highlight the Algarve’s outdoor lifestyle, mild climate and nature-based activities. - PGA of America Show (USA, January 20-23)
Participation in the world’s largest professional golf fair, reinforcing the Algarve’s status as a leading international golf destination. - FITUR Madrid (Spain, January 21-25)
Strategic presence focused on strengthening airline and tour operator relations and monitoring key tourism trends for 2026. - Irish Travel Industry Awards (Ireland, January 22)
Networking opportunity with Irish tourism professionals at a gala celebrating excellence in the travel sector. - Holiday World Show Dublin (Ireland, January 23-25)
Consumer-focused fair promoting the Algarve’s tourism offer to Irish travellers, one of the region’s most important markets. - FESPO Zurich (Switzerland, January 29–February 1)
Promotion of the Algarve’s versatility, with a focus on golf, nature tourism and outdoor activities for a high-spending market. - Press Trip – Woman & Home (UK, January 29–February 2)
Visit by a leading British lifestyle publication, highlighting walking tourism and featuring the Santa Bárbara de Nexe Walking Festival.
