Portugal Takes Aim at China With a Powerful New Travel Pitch on Hidden Gems, Wellness, and Tailor-Made Experiences

Written By: Saoli Chakraborty

Saoli Chakraborty

I am a passionate content writer with 4 years of experience crafting compelling narratives across industries, with a heart that beats entirely for the travel world. Over the years, I have specialized in turning complex travel trends and industry data into engaging, high-impact stories. My expertise lies in writing for global audiences across the US, Ireland, and Australia, allowing me to seamlessly adapt my voice to fit different regional markets and professional demographics.

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September 13, 2026 20:06 GMT+5:30

Portugal’s daring move in the Chinese travel market sees it take its unique offerings of undiscovered corners, wellbeing, food, and customized experiences to ITB China 2026. Into Portugal, a DMC with approximately 30 years in the business, is making personalized group travel central to its strategy even as it recognizes that China is still an early-stage market for the firm. With Asia getting bigger by the day, the DMC is leveraging the platform to make contacts and reveal Portugal from a more immersive perspective. Travel And Tour World encourages its readers to go through the full story of how Into Portugal is developing its China strategy.

Portugal DMC Highlights Tailor-Made Experiences, Gastronomy and Hidden Gems at ITB China 2026

Portugal is putting personalised travel experiences at the heart of its international tourism pitch at ITB China 2026, with tailor-made groups, gastronomy, wellness and cultural discovery taking centre stage.

Speaking at the event, Anna from Into Portugal, a destination management company (DMC) that has operated in Portugal for around 30 years, explained how the company is working to introduce more travellers and industry professionals to the country through carefully designed experiences. The company describes itself as a tailor-made specialist focused on showcasing Portugal through its gastronomy, culture and distinctive experiences.

China Emerging as an Important Market

For Into Portugal, the Chinese travel market is still in the early stages of development. Anna explained that Asia is becoming increasingly important to the company’s business strategy, with China forming part of that ongoing development. Rather than describing China as an established core market, she emphasised that the company is still building its presence and connections.

ITB China provides an opportunity to support that process. According to Anna, the event offers a convenient hub for connecting with customers from across China while also helping the company maintain relationships throughout the year. That continued engagement is particularly relevant for a tailor-made business, where understanding clients and their expectations can play an important role in designing personalised travel programmes.

Tailor-Made Groups at the Centre of the Strategy

Into Portugal’s primary target at the event is groups looking for tailor-made programmes built around experiences. Anna said the company’s approach is to create group travel programmes designed specifically around unique experiences, rather than simply promoting standard itineraries. This focus lets the company present Portugal through its culture and experiences while adapting programmes to travellers’ needs. For international travel professionals seeking a Portugal DMC, the company’s positioning is therefore centred on customisation and experience-led travel.

Hiking, Wellness and Gastronomy Among Key Experiences

The range of experiences promoted by Into Portugal extends across several travel interests. Anna highlighted hiking, wellness and gastronomy, alongside opportunities to discover lesser-known parts of the destination. The emphasis on hidden parts of Portugal adds another dimension to the company’s approach. Instead of focusing exclusively on familiar attractions, its offering also seeks to introduce travellers to places and experiences that may be less widely discovered.

Gastronomy is another important component. Alongside food, the company connects culinary experiences with the broader culture of the destination, reflecting its stated aim of presenting Portugal through experiences tailored to individual travellers and groups.

People and Culture Define the Destination

When asked what makes the destination distinctive in today’s tourism market, Anna pointed first to its people and culture. She also highlighted Portugal’s location in Europe and its weather, while describing the country as welcoming and a place where visitors can feel special.

Her response underlines an experience-led interpretation of destination appeal. Beyond individual attractions or tourism products, the people and cultural character of a place can shape how travellers remember their visit. For Into Portugal, these elements form part of the story it wants to communicate to international markets.

Building Connections Through ITB China

Participation in ITB China 2026 also reflects the company’s broader effort to develop relationships in Asia. Anna described the event as an effective way to meet customers from China and maintain connections during the year. For a company still developing its position in the market, face-to-face engagement can provide an important platform for understanding potential partners and travellers. The focus remains firmly on developing connections rather than presenting China as a fully established market for the business.

A Simple Message for Travellers

Anna ended the conversation with a broader message about making the most of travel and time. Her message was simple: the world is small, time passes quickly, and travellers should make sure they enjoy every part of the experience. That philosophy closely reflects the company’s own approach to tourism. From hiking and wellness to gastronomy and discovering lesser-known parts of the destination, the emphasis is on creating experiences that feel personal and memorable. At ITB China 2026, Into Portugal is using that experience-led approach to build its presence in the Chinese market while showcasing a more personalised way of discovering Portugal.