Abreu Summit highlights growth in domestic tourism and focus on wine tourism.

22/01/2025

The Estoril Congress Centre hosted another edition of the Abreu Summit, an annual event organised by the Abreu Agency that brings together employees and partners to reflect on the previous year’s performance and outline strategies for the following year. This year, the initiative was attended by 700 participants, including internal staff and guests, and one of the main highlights was the reinforcement of the relevance of the destination Portugal in the company’s sales.
Pedro Quintela, Sales and Marketing Director at Agência Abreu, described 2024 as a ‘good year’, in line with the results of 2023, but without exceeding expectations. Domestic tourism was consolidated as one of the agency’s strengths, with high demand for the Algarve, Alentejo, North and Douro regions, as well as the Portuguese islands such as Madeira and the Azores. ‘Portugal continues to be the destination we sell the most of, which often goes unnoticed, but it represents a very important slice of our operations,’ said Quintela.

One of Agência Abreu’s plans for 2025 is to invest in the development of tourist programmes focused on premium experiences, including wine tourism. This trend is gaining momentum as the demand for immersive and authentic travel grows, both among international tourists and among the Portuguese themselves.Wine tourism, which combines visits to vineyards, wine tastings and the discovery of local traditions, has been increasingly valued as a differentiating experience, ideal for closed groups and corporate programmes.
In addition, international destinations such as Cape Verde, the Caribbean, Thailand and Japan continue to be among the agency’s most popular, but the focus on Portugal reflects the commitment to promoting the country’s cultural, gastronomic and wine-making riches.
With this strategy, Abreu is reaffirming its role as a promoter of sustainable, quality tourism, while at the same time exploring new opportunities to attract visitors and enhance the local economy.

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