afpop, the Association of Foreign Property Owners in Portugal, has appointed Daisy Sampson as its new chief executive officer, following the retirement of long-time head Michael Reeve after more than two decades leading the organisation.
Daisy, who spent around 10 years at The Portugal News, including six as editor, said the move represents a natural continuation of her work helping foreign residents navigate life in Portugal.
“I absolutely adored working at the newspaper,” she said. “But it was quite an intense job, and after six years as editor, I felt it was time to look at something different.”
Daisy explained that the role appealed to her because it maintains a similar mission to journalism – informing and supporting the international community living in Portugal.
“My aim as a journalist was always to inform, enlighten and educate our readers,” she said. “People arrive in Portugal with little knowledge about how things work – the politics, the culture, the laws. This job is very similar. It’s about informing, helping and advising people.”
Founded to support foreign property owners, afpop grew significantly under Michael Reeve’s leadership, expanding from a few thousand members to nearly 10,000 today.
“Michael’s legacy here is incredible,” Sampson said. “To lead an association for 23 years and grow it from a couple of thousand members to nearly 10,000 is enormous. He’s left me with very solid foundations.”
Rather than attempting to replace that legacy, Daisy says her focus will be on building upon it.
“People say they’re very big shoes to step into – and I can’t. I can’t do what Michael did. All I can hope to do is build on what he’s already built and help it grow further,” she said, adding that she will rely heavily on afpop’s team of “incredible, hugely dedicated people who love what they do”.
Adapting to a changing international community
One of Daisy Sampson’s priorities will be ensuring afpop reflects the evolving demographics of Portugal’s foreign residents.
While historically associated with British retirees in the Algarve, the organisation is now seeing increasing numbers of younger residents and members from other nationalities across the country.
“We’ve seen such an uptick in people who are not necessarily retired and not necessarily British,” she explained. “We have far more Americans, for example, which reflects the reality of Portugal today.”
According to Daisy, this shift mirrors changes she observed while working in journalism.
“We had to adapt to attract younger people and people of different nationalities. The association is exactly the same.”
Expanding across Portugal
Although afpop has long had a strong presence in the Algarve, Daisy believes technology now makes it easier to support members nationwide.
“In the past, you had to physically be somewhere to help people,” she said. “But the world has changed. Now we can video call, email or speak on the phone with someone living in Braga just as easily.”
This flexibility opens the door to broader outreach.
“It’s not really a question of if we can go somewhere anymore – we can go anywhere in Portugal,” she said. “It’s about making sure we’re reaching people in the right places and at the right time.”
Digital outreach and new initiatives
Among the first initiatives introduced under Daisy’s leadership is an increased focus on digital engagement.
The association has already updated elements of its website and expanded its social media presence to reach new audiences.
“We’re starting with things we can do in-house and at no cost to members,” she explained. “Social media allows us to reach people anywhere in the country.”
Upcoming initiatives include a live advice clinic on Kiss FM on March 18 and a seminar in Lagos on April 28, organised in collaboration with the British Consulate, about planning for the future in Portugal.
Daisy also highlighted plans for events aimed at younger residents and families, including sessions covering issues such as registering children, navigating the Portuguese school system and accessing healthcare services.
“These are challenges people face across Portugal,” she said. “And sometimes people don’t know who to ask.”
Annual exhibition
afpop will also continue organising its well-known annual exhibition – formerly known as the Better Living in Portugal Exhibition but soon to be officially renamed – which takes place early October.
The event brings together service providers and organisations offering advice and services for foreign residents.
“From the feedback we receive, it’s a very positive experience for exhibitors and visitors alike,” Daisy said. “Many of the same people come back year after year.”
Looking ahead
With more than one million foreign residents now living in Portugal, the new afpop CEO believes the association has the potential to grow significantly in the years ahead.
“I’m a dreamer, and I’m always reaching for the stars,” Daisy said with a laugh.
“There are around a million people in Portugal who don’t have Portuguese as their first language,” she said. “While I don’t expect to have a million members, I’d like to reach much bigger numbers and help different people in different communities who maybe have never realized that support is there for them.”
Daisy has lived in Portugal since leaving university in the UK in 2003 and now resides in the central Algarve with her two teenage daughters, who were born and raised in the region, and her Canadian partner.
Despite her affection for the Algarve, Daisy admits she is not particularly fond of the beach or the region’s intense summer heat. When she’s not working, she prefers spending time with friends and family.
“I love living here and I love the people,” she said. “The Algarve is very multicultural, but near our afpop office (in Portimão) most people and businesses are Portuguese. I’ve only been here around a month, but already people in the neighbourhood greet me every morning. It’s just lovely.”
Daisy added that work remains an important part of her life. “What I do love to do is work, and that’s why it’s really important for me to have a job that I love,” she said.
Starting in the March 26, 2026, edition, Daisy Sampson, as afpop CEO, will be writing a new monthly column for The Resident, offering readers fresh insights into better living in Portugal.
