Every journey starts with a simple choice: to discover somewhere new. However, travel’s influence reaches well beyond the traveler. It supports local communities, safeguards cultural heritage, generates economic opportunities, and encourages meaningful connections across the globe. Each year on September 27th, World Tourism Day highlights tourism’s remarkable power to unite people. This day celebrates not only the destinations we visit but also the stories, traditions, and individuals that make those places special. At Portugal Premium Tours, this principle has been central to our mission from the start. Travel isn’t just about moving between places; it’s about crafting memorable experiences that leave a lasting impact.
Why does tourism matter?
Tourism is a major global industry that preserves monuments, supports small businesses, creates jobs, and fosters cultural understanding. Its greatest value is building human connections. A conversation with locals, family recipes, storytelling guides. These moments often become treasured memories. As Ban Ki-moon said, tourism can positively change communities and enrich travelers’ lives.
What attracted you to this industry, and how has your journey been so far?
Vitor: It has completely transformed my professional life. I had traveled extensively before and visited many places. Additionally, I enjoy interacting with people, which has been very rewarding.
José: Initially, he found the idea of starting a business very appealing, especially because it offered growth opportunities without the need to export or relocate abroad. He appreciated Portugal’s excellent products and was eager to connect with people during a meaningful phase of their lives. The journey has been incredible, surpassing his initial expectations. Portugal, a small country measuring just 435 miles long and 186 miles wide, with nearly 560 miles of accessible coastline, boasts remarkable gastronomy, history, and nature. It fulfilled all his hopes and more. Introducing others to this hidden gem felt truly appealing.
How did Tourism and Portugal Premium Tours change your life?
Vitor: The company has undergone a significant transformation. While prioritizing growth, our main focus is now on achieving 100% client satisfaction. We strive to stand out by providing personalized, client-centered service that steers clear of typical tourist clichés. We have uncovered new places and monuments that we previously didn’t know, emphasizing exclusivity and our educational approach. This change has positively impacted my life.
José: One of the best aspects of this industry, and especially this company, is the daily interaction with a highly diverse range of clients, making it feel like traveling to multiple places in a single day. It’s very fulfilling to witness our brand gaining trust and recognition. Simultaneously, we contribute to our country’s growth, not only through promotion but also by boosting the economy and positively influencing our suppliers, partners, and team. Achieving all this while based in Portugal makes it even more meaningful.
How does traveling with Portugal Premium Tours impact your clients’ lives?
Vitor: We’ve welcomed clients mostly from Brazil and the USA, two very distinct groups. Brazilian clients already have some knowledge of Portugal, but they’re always surprised. USA clients are always astonished, since some of them don’t know Portugal or even Europe. They’re amazed and very pleased with the diversity, the places of interest, the rich history, and the cleanliness and safety of Portugal.
José: Many of our clients tell us that this trip is one of the best of their lives. Beyond Portugal’s great product and status as an amazing destination, the experience also comes from the high-quality service we provide. We want to have an impact on their lives through our hospitality and our incredible people, great service, and by showing them our country… It’s very rewarding to feel that we truly have an impact on their lives by providing a great experience. Some of the clients had never traveled with private tours before, and that’s a very interesting finding.
What are the advantages of traveling with Portugal Premium Tours? How do you contribute to promoting the country’s highlights?
Vitor: The difference is mainly in the tailor-made tours. We find out the clients’ interests and adapt the tours accordingly. We go with what our clients love. We give them as much information as possible throughout the trip, whether that’s knowledge about the industry, gastronomy, information about the country, and the places they’re visiting… We’re very flexible.
José: We offer a high-quality product at an affordable price, providing excellent value for money. Our vehicles are the best on the market, with flexible itineraries, great conditions, and a relaxed, honest approach. We aim for guides to connect with clients personally, treating them like friends and taking them to hidden gems off the beaten tourist paths known only to locals. This mix of top-tier offerings, a dedicated team, and friendliness builds a positive image of the company and Portugal. Clients often leave very satisfied, many returning the next year and recommending us to friends.
Given your experience, what are the places you consider a must-visit in Portugal?
Vitor: I would choose Évora. In this city, you can visit monuments from the Roman and Arabic periods, as well as those relevant to Portugal’s history. It’s an amazing place to discover the wine, the gastronomy, the olive oil, and the cork.
José: Portugal has something to offer regardless of your preferences. A client who loves nature has to go to Gerês, Serra da Estrela, and Arrábida. Those who want to soak in history must visit Sintra and Évora, and lose themselves in the Templars’ history in Tomar. People who prefer sports can’t leave without admiring Nazaré’s waves. Portugal is filled with points of interest… depending on the visitors’ preferences. There are always the common traits of hospitality, high-quality gastronomy, and accommodation.
If you had to describe the experience you wish to provide to your clients in 3 words, what would they be? And why?
Vitor: Exclusivity, professionalism, and safety. They’re the basis of our company’s values.
José: Hospitality, experience, and knowledge. They’re part of our goals, and they’re what we aim for so that the clients leave us completely satisfied.
What do you see and dream for Portugal Premium Tours’ future?
Vitor: We would like the company to keep growing as it has been so far. We also wish to have a more significant presence abroad.
José: Follow our path growth-wise. We’ve grown more than 100% yearly. But more importantly, we want to balance that growth with our values of being close to our clients. The bigger the team, the more challenging it is to make sure the client feels our values and principles. We want to keep growing while always maintaining our ground values of hospitality, quality, and closeness.
What do you wish regarding Tourism’s future for Portugal and the world?
Vitor: I would like to see tourism transform into an industry focused on quality over quantity. Those characteristics can sometimes be enemies.
José: I wish that our country gets increasingly more acknowledged for what it is: an excellent and safe destination with an inviting value for money offer. I would also like for all the market operators to legalize their activities and pay their taxes, since the parallel economy doesn’t bring us development or quality. And also thinking globally, I would wish for other equally interesting destinations to have their safety issues resolved.
