Algarve will be the National Guest Destination at the 2026 BTL fair in Lisbon
The Algarve is set to take centre at the 2026 edition of Lisbon’s BTL – Better Tourism Lisbon Travel Market, the biggest tourism fair held in Portugal.
The region will be the National Guest Destination next year, a title that it last held in 2016. The announcement was made by André Gomes, president of the regional tourism board (RTA), who called the distinction “a unique opportunity to boost the region’s visibility among Portuguese travellers, who are and will remain the main clients for Algarve tourism.”
“We want to position the Algarve as a competitive, authentic and diversified destination, which offers something for different types of travellers and is recognised internationally for its excellent value for money,” said Gomes, who today also insisted that the Algarve remains an accessible and affordable destination for Portuguese travellers, who are reported to be seeking cheaper alternatives abroad.
BTL will be the “ideal stage” to promote this message, he added, and “strengthen the emotional bond” that Portuguese people already have with the Algarve, a place where they “feel at home and continue to trust and return to every year.”
The Algarve’s showcase at BTL 2026 will include a brand-new promotional stand in a prime location at Pavilion 1 of FIL – Lisbon’s International Fair grounds. The space will bring together municipalities, companies and tour operators, offering visitors a full taste of the Algarve, from sun and sea to nature tourism, culture, gastronomy, and wine.
The 36th edition of BTL will run from February 25 to March 1, 2026, and is expected to match or exceed previous records. In 2024, the fair attracted a record of over 82,000 visitors and 1,500 exhibitors, including more than 100 international destinations.
