Portugal presents itself in London as an “original and alternative” destination.

“People wanted different, original, alternative things, that have a great connection with the component of the planet, of people, with sustainability,” said the president of Tourism of Portugal, Luís Araújo, during the FTWeekend Festival, in London.
Since the covid-19 pandemic, the British look more to Portugal as an “original and alternative "destination for the holidays with "sun and beach”, the president told the Lusa Agency.

It was with the aim of promoting this image that the entity partnered with the Financial Times newspaper in the FTWeekend Festival, an event where writers, scientists, politicians, cooks, artists and journalists starred in lectures and debates on topics such as climate, environment or culture.

The event, aimed at a “high segment” audience, he explained to Lusa, was “an opportunity to, coming out of the tourism or travel bubble, associate the Portugal brand (...) with the arts, architecture, finance, technology”.

Held since 2016 in the park of Hampstead Heath in north London, the FTWeekend Festival annually attracts more than 3,000 people, with the normal ticket price of access being 119 pounds (138 euros).

The program included three panels dedicated specifically to Portugal.

“We want to show a different Portugal, which has prepared itself during these two years, and which is more than ready to receive tourists looking for alternative destinations”, pointed out Luís Araújo.

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