Alentejo Tourism will take part in FITUR 2026, held in Madrid from 21 to 25 January, marking its largest participation ever at the event. The initiative reflects a strategic focus on the Spanish market, seen as natural due to geographic proximity and longstanding cultural and historical ties.
This participation aligns with an ongoing promotional strategy in Spain, with a particular focus on cross-border regionsand increasing attention to urban areas with potential for short-stay travel throughout the year.
“Since the beginning of our term, promoting the Spanish market has been a strategic priority for Alentejo,” said José Manuel Santos, President of the Alentejo Regional Tourism Promotion Agency. “Our goal is clear: to show our Spanish neighbours that, just next door, there’s a different reality — full of authenticity, identity, and strong reasons to be discovered this very year.”
Key highlights of the Alentejo’s programme at FITUR 2026 include:
- Évora – European Capital of Culture 2027, positioning the city and region at the heart of one of Europe’s main cultural programmes and appealing to visitors interested in heritage, culture, and human-scale urban experiences.
- The Baixo Alentejo as European Wine City 2026, with a year-long calendar of wine tourism, gastronomy, and cultural events aimed at enhancing the visibility of local wine-producing territories.
- The return of the Festas do Povo de Campo Maior, a traditional event featuring community participation and paper flower decorations, re-establishing itself as a major attraction in the regional events calendar.
Alentejo’s presence also includes initiatives focused on responsible wine tourism and gastronomic promotion, in collaboration with Iberian partners, reinforcing the region’s position as a destination for authentic and sustainable experiences.
Alentejo at FITUR 2026 – Key Events:
- 21 January, 17:00 – Press Conference: III OMET World Summit on Responsible Wine Tourism, Room 9 A11
- 22 January, 16:30 – Gastronomic Event: Alentejo, Central Portugal and Extremadura Strategy, Stand Extremadura
– Featuring Chefs Ricardo Dias and Miguel Picado - 24 January, 12:00–12:45 – Presentations: Évora 2027 and Campo Maior Festivities, Stand of Turismo de Portugal
- 25 January, 17:00 – Presentation: European Wine City 2026, Stand of Turismo de Portugal
Public Tastings (Main Stage):
- Saturday, 24 January, 12:30–14:00 – Municipalities of Castelo de Vide and Portalegre
- Sunday, 25 January, 12:30–14:00 – Municipalities of Arronches and Marvão
