At the 2025 ExpoVacaciones in Bilbao, Lisbon showcased its unique blend of heritage and modern charm, capturing the attention of global travelers. Vera da Cunha Serrão, Director of Touristic Promotion of Lisbon, highlighted the city’s strategic engagement with Spanish travelers, supported by direct flights between Bilbao and Lisbon. This platform allowed Lisbon to spotlight its diverse offerings, including royal palaces, UNESCO-listed sites, renowned cuisine, scenic beaches, and a flourishing wine tourism culture.
Emphasizing Lisbon’s cultural accessibility and openness to emerging markets, Serrão positioned the city as a dynamic, people-centric destination. She underscored Lisbon’s strong ties with Spain and its readiness to welcome travelers from Asia and Latin America. The city’s tourism vision at ExpoVacaciones 2025 was clear: to provide a rich historical experience that is inclusive, sustainable, and centered on human connection.
Standing out at ExpoVacaciones 2025, Lisbon’s tourism message resonated with attendees. Serrão’s discussions with media highlighted Lisbon’s position as a top travel destination, focusing on cultural heritage, gastronomy, sustainability, and its increasing appeal to Asian and Latin American markets. She described Lisbon as a city to be explored beyond its urban center, with attractions like Mafra National Palace and nearby towns offering a multifaceted experience.
Regarding gastronomy, Serrão proudly showcased Lisbon’s specialization in seafood cuisine, with over a thousand ways to prepare saltwater fish. She also pointed out Lisbon’s emergence as a hub for wine enthusiasts, offering unique experiences from urban tastings to vineyard visits. Lisbon’s appeal extended beyond taste to encompass a multisensory experience that engages culture, sight, and soul.
While traditional European markets remain vital to Lisbon’s tourism, Serrão highlighted the city’s growing interest in attracting visitors from Asian countries like Japan, Korea, and China. She also noted a resurgence in interest from Brazil, emphasizing Lisbon’s historic and linguistic connections with the South American nation. Despite temporary fluctuations in North American travel due to elections, Serrão expressed confidence in Lisbon’s enduring appeal to American tourists.
Serrão’s enthusiasm extended to Lisbon’s museums, which offer a unique perspective on Portugal’s history through the eyes of diverse cultures. She emphasized the significance of showcasing original artifacts that reflect how other nations perceived Portugal, contributing to a more nuanced understanding of the country’s global narrative.
Lisbon’s tourism office aims to diversify its visitor profile by attracting travelers from non-traditional markets. The city’s offerings, including cultural tourism, city breaks, eco-tourism, and wellness travel, cater to a broad range of interests. Serrão highlighted Lisbon’s pleasant summer climate, inviting visitors to enjoy coastal towns, birdwatching spots, and natural parks that offer a refreshing alternative to typical summer destinations.
In conclusion, Vera da Cunha Serrão’s presence at ExpoVacaciones Bilbao 2025 positioned Lisbon as a leader in sustainable, inclusive, and culturally rich tourism. From wine routes to royal palaces, from Asian outreach to Spanish camaraderie, Lisbon’s message was clear: it is poised to welcome the world with open arms, inviting travelers to explore its vibrant history, gastronomy, and human-centered experiences.
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