Felicity Long
Clients who want to avoid overtouristed destinations in Europe without resorting to vacations in remote or emerging locations can take heart. Despite its booming popularity, Portugal is still managing its inbound tourism flow with relative ease, according to Celina Tavares, director of Turismo de Portugal in New York.
"Portugal is certainly in the spotlight right now, and it's true our visitor arrival numbers have increased significantly in the last few years (at last count, Portugal tourist arrivals clocked a record 12.7 million people in 2017), but ... our numbers are just a drop in the bucket compared with those of France, Italy or Spain," Tavares said.
That said, travelers who want to avoid the bustle of Lisbon or who have already done the Douro wine region have plenty of other options within Portugal for a relatively calm vacation experience.
"I think American travelers are now getting to know the Algarve area better, our lovely sea coast to the south with its beautiful beaches, which the Europeans have loved for many, many years. Also, our islands, the Azores and Madeira, are trending. They both have unspoiled natural beauty, and of course Madeira is also a major wine producer."
As for hidden gems American tourists aren't yet booking in significant numbers, Tavares suggested the Alentejo region, located about an hour's drive from Lisbon.
"[Alentejo] really is still a best-kept secret and a great destination for visitors who have already seen Lisbon and Douro," she said, touting the quiet beauty of towns like Evora and Elvas, which boast "medieval castles, unchanged village squares, incredible wines and just breathtaking views wherever you look."
"Another hidden gem is the Central Region, home to historic villages such as Coimbra, Portugal's medieval capital for more than 100 years, with almost a millennium of architectural heritage to explore."
Tavares also noted that Portugal's temperate climate means that would-be visitors can time their arrival to the shoulder and off-seasons without having to pack that warm-weather coat. In winter, for example, the average high temperature is in the low 60s.
"While the days are shorter [in winter], it's still a great time to explore our cities and towns, go wine tasting, golfing, exploring or bike riding," she said, adding that, for those looking for an even warmer winter getaway, "Madeira is closer to Casablanca [Morocco] than Lisbon and is warm all year round.
"Portugal is also having an incredible cuisine renaissance and not just in Lisbon and Porto," she said. "Travelers should look at the network of pousadas, a collection of hotels all housed in historic, stately buildings, which all feature amazing, authentic Portuguese cuisine."
As to who makes up Portugal's key markets, Tavares pointed to families and millennials as being increasingly important.
"Being a relatively small country, it's very easy to get around by car, which means families can enjoy several destinations beyond the cities very easily," she said.
Meanwhile younger, millennial travelers love Lisbon's and Porto's buzzy city experiences and cultural vibe, according to Tavares. "You only need to look at Instagram or Snapchat to see how that market has found us."