From 26 November to 4 December 2025, Visit Portugal led a delegation of 23 Portuguese companies to Shanghai, Beijing, Chengdu and Macau for a week-long roadshow, bringing together regional tourism boards, hotels, wineries, attractions and destination management companies.

2025年11月26日至12月4日，葡萄牙国家旅游局携23家葡萄牙资源供应商走进上海、北京、成都、澳门进行交流活动，涵盖地区旅游局、酒店、酒庄、景点、地接社等。

Event Site 路演活动现场 ©VisitPortugal

From November 26 to December 4, 2025, Visit Portugal successively appeared in Shanghai, Beijing, Chengdu, and Macau, successfully hosting a week-long 2025 China Roadshow. The roadshow enabled face-to-face exchanges with travel-trade partners in the four cities, showcasing Portugal’s latest destination resources, themed products and in-depth itineraries, and opened a discussion with Chinese travel professionals and media representatives on new cooperation opportunities amid the ongoing market recovery.葡萄牙国家旅游局于2025年11月26日至12月4日，先后亮相上海、北京、成都和澳门，成功举办为期一周的2025中国路演活动。此次路演精准对接四地旅业伙伴，全面展示葡萄牙最新目的地资源、特色产品及深度游线路，并与中国旅游同业及媒体代表共同探讨市场复苏背景下的合作新机遇。

On the evening of 26 November, Visit Portugal hosted a welcome reception at the Fosun Foundation in Shanghai to kick-off the roadshow. Guests attended the exhibition “Unstable Landscape”, part of the Portuguese State Contemporary Art Collection exhibited for the first time ever outside of Europe and joined a Chinese calligraphy session, using art as a bridge to deepen cultural exchange and tourism ties between Portugal and China.

11月26日晚，葡萄牙国家旅游局于上海复星艺术中心举办欢迎酒会，提前为本次路演预热。嘉宾在活动现场参观了首次走出欧洲、作为葡萄牙国家当代艺术收藏重要组成部分的《无常之景》艺术导览，并参与中国书法体验环节，以艺术为媒，促进中葡文化交流与旅业合作。

Viewing the " Unstable Landscape" exhibit 观展《无常之景》©VisitPortugal

The roadshow officially kicked off in Shanghai on 27 November, after which the Portuguese delegation moved on to Beijing, Chengdu and Macao for in-depth briefings and one-on-one negotiations. During the four-city tour, Visit Portugal—together with 23 institutions, including regional tourism boards, hotel groups, quintas, incoming agencies and attraction operators—held close to 2000 pre-scheduled appointments with over 200 Chinese buyers. Talks focused on 2026 cooperation, product co-creation and visa facilitation. At the end of each day’s meetings, invited guests sat down to a gala dinner where Portuguese flavours framed the conversation about the next chapter of China–Portugal travel.

11月27日起，路演正式在上海启动，随后葡萄牙代表团先后赴北京、成都、澳门三地开展深度交流与商务洽谈。在四城路演期间，葡萄牙国家旅游局携手葡萄牙各大区旅游局、酒店集团、酒庄、地接社、景点运营商等23家机构，与超过200家中国旅业买家举行了近2000场一对一商务洽谈，围绕2026年旅游合作、产品共创、签证便利化等议题展开深入交流。洽谈结束后，受邀嘉宾们出席了晚宴活动，享用风味佳肴的同时，共话中葡旅游新机遇。

One-on-One Negotiation Site  一对一洽谈现场 ©VisitPortugal

On December 3, in Macao, Visit Portugal and the Portuguese Association of Travel and Tourism Agencies teamed up once more. Taking advantage of the 50th APAVT Congress and the association’s 75th anniversary, they offered Chinese partners a single showcase of Portugal’s creativity and vitality, drawing the 2025 China Roadshow to a successful closure.

12月3日的澳门站，葡萄牙国家旅游局与葡萄牙旅游协会（APAVT）再度联手，借第50届APAVT大会暨协会75周年庆典落地之机，让更多中国伙伴一次尽览葡萄牙旅游的创意与活力，也为本次中国路演画上圆满句号。

Opening the session were Pedro Costa Ferreira, president of APAVT; Paulo Jorge Nascimento, ambassador of Portugal to the People’s Republic of China; Alexandre Leitão, consul general of Portugal in Macao and Hong Kong; Carlos Abade, president of Visit Portugal; Maria Helena de Senna Fernandes, director of the Macao Government Tourism Office; and Pedro Machado, secretary of state for tourism, commerce and services at the Ministry of Economy and Territorial Cohesion. Each addressed the audience, voicing strong confidence in the future of China-Portugal tourism cooperation.

葡萄牙旅行社协会主席佩德罗•费雷拉先生(Dr. Pedro Costa Ferreira)、葡萄牙驻中华人民共和国大使保罗•纳西门托先生(Dr. Paulo Jorge Nascimento)、葡萄牙驻澳门及香港总领事雷德生先生(Dr. Paulo Jorge Nascimento)、葡萄牙国家旅游局局长卡洛斯•阿巴德先生(Dr. Carlos Abade)、澳门特别行政区旅游局局长文绮华女士、葡萄牙经济及领土凝聚部旅游、商业及服务国务秘书佩德罗•马沙多先生(Dr. Pedro Machado)亲临开幕式并先后致辞，共同表达对中葡旅游合作前景的高度期待。

Macao Roadshow 澳门站路演活动现场 ©VisitPortugal

Portuguese partners taking part in the four city roadshow included Visit Alentejo, Visit Center of Portugal, Visit Porto & North of Portugal, Agência de Viagens Internacionais Luso Chinesa da Marmeleira, Altis Hotels, Emotions Group, Fado&Food Group, FC Porto Museum & Stadium Tours, Freeport Lisboa Fashion Outlet, Greatopus International Travel Service Lda, HF Hotels, Hotel Do Mar, Hoti Hoteis Portugal, In Tours Portugal, MTLV DMC, Pacheca Group Boutique Hotels & Winetourism, Papa Léguas, Renaissance Porto Lapa Hotel, Shangri la Viagens e Negócios Lda, Sofitel Lisbon Liberdade, The Little Orange, Turim Hotels, and United Hotels of Portugal. The event also received strong support from the Consulate General of Portugal in Macau and Hong Kong, the Consulate General of Portugal in Guangzhou, the Consulate General of Portugal in Shanghai and the Embassy of Portugal in China.

参与本次四地路演活动的葡萄牙旅业机构包括：阿连特茹地区旅游局（Visit Alentejo）、葡萄牙中部旅游局（Visit Center of Portugal）、波尔图及北部旅游局（Visit Porto & North of Portugal）、密利拿中葡国际旅行社（Agência de Viagens Internacionais Luso-Chinesa da Marmeleira）、Altis酒店集团（Altis Hotels）、阿威罗印象之旅（Emotions Group）、法朵之家服务集团（Fado&Food Group）、波尔图巨龙球场（FC Porto – Museum & Stadium Tours）、里斯本自由港奥特莱斯（Freeport Lisboa Fashion Outlet）、葡萄牙格瑞奇旅游集团（Greatopus International Travel Service, Lda）、葡萄牙HF酒店（HF Hotels）、海之酒店（Hotel Do Mar）、欧迪酒店集团（Hoti Hoteis Portugal）、In Tours旅行社（In Tours Portugal）、MTLV梅地亚旅行社（MTLV DMC）、Pacheca精品酒庄&酒店（Pacheca Group, Boutique Hotels & Winetourism）、Papa-Léguas探险旅行社（Papa-Léguas）、波尔图万丽酒店（Renaissance Porto Lapa Hotel）、葡萄牙香格里拉旅行社（Shangri-la – Viagens e Negócios, Lda）、里斯本自由大道索菲特酒店（Sofitel Lisbon Liberdade）、葡萄牙小橙子旅行社（The Little Orange）、都灵酒店（Turim Hotels）、葡萄牙联合酒店（United Hotels of Portugal）。此外，路演活动还得到葡萄牙驻澳门及香港总领事馆（Consulate General of Portugal in Macau and Hong Kong）、葡萄牙驻广州总领事馆（Consulate General of Portugal in Guangzhou）、葡萄牙驻上海总领事馆（Consulate General of Portugal in Shanghai）、葡萄牙共和国驻华大使馆（Embassy of Portugal in China）的倾力支持。

Bordered by Europe’s oldest frontiers and washed by the endless Atlantic, Portugal blends terraced vineyards, historic hill towns, cobbled streets and World Heritage sites with cutting edge design hotels and creative cuisine, captivating travellers from every continent. This year the country is on track to welcome 350,000 Chinese visitors for 550,000 room nights, and steady growth is expected to continue through 2026.

坐拥欧洲古老边界、绵延大西洋海岸、遍布葡萄园与山城的多元地貌，葡萄牙将传统石板街巷、世界文化遗产与现代设计酒店、创意美食巧妙融合，持续吸引全球旅人。据统计，今年赴葡中国游客有望达35万人次、留宿55万间夜，2026年仍将稳步增长。

China has long been Portugal’s priority source market in Asia. At the Shanghai roadshow, the Portuguese Consul-General unveiled two instant visa fixes: ADS group visas with complete paperwork can now be issued in as little as 48 hours in the Shanghai jurisdiction, while the Schengen “Walk-in, no appointment” service is live at the three visa centres in Shanghai, Nanjing and Hangzhou, allowing leisure and business travellers to apply on the spot. “Since the post-pandemic reopening in 2023, the number of Portuguese visas issued in China has doubled; we expect to pass the 10,000 mark this year, with over 60 per cent for tourism,” the Consul-General said. “Faster visas are only step one—more flights come next.”

长期以来，中国市场始终是葡萄牙国家旅游局最为重视的亚洲客源阵地之一。上海站路演现场，葡萄牙驻沪总领事夏思雅(Sílvia Inácio)女士宣布了两项“立竿见影”的便民举措：资料齐全的ADS旅游团队签证，上海领区最快48小时出签；申根“Walk-in免预约”服务已覆盖上海、南京、杭州三大签证中心，个人及商务游客可“说走就走”。“2023年重启至今，葡萄牙在华签证签发量已翻一番，今年预计突破1万份，其中六成以上为旅游类申请。”总领事夏思雅(Sílvia Inácio)女士表示，“签证提速只是第一步，下一步要让航班选择更多。”

Remarks by Ms. Sílvia Inácio, Consul-General of Portugal in Shanghai 葡萄牙驻沪总领事夏思雅(Sílvia Inácio)女士发言©VisitPortugal

Since outbound travel resumed, air capacity between China and Portugal has been steadily expanded. On the direct route, Beijing Capital Airlines will increase its Lisbon–Hangzhou service to three flights a week starting from the second week of December 2025. Portuguese authorities are now studying the potential for a direct Shanghai link and have thanked all carriers offering one-stop connections via Middle-Eastern and European hubs for continuing to power two-way traffic.

出境游重启以来，中葡航线运力亦同步升级。直飞航线方面，首都航空里斯本往返于杭州的航线自2025年12月第二周起增至每周3班。葡方下一步将重点评估上海直飞潜力，并感谢所有经中东、欧洲枢纽中转赴葡的航司继续为双向客流“续航”。

Mr. Tiago Brito, head of Visit Portugal’s China office in Shanghai, used the roadshow to invite Chinese travellers not just to come, but to slow down, dive deeper and stay longer. Ranked the 14th most visited destination worldwide, Portugal has long been celebrated for its cultural heritage, MICE offerings, wine tourism, star-lit skies, championship golf and world-class surfing, and it is ready to welcome more visitors from China.

葡萄牙国家旅游局上海代表处主管蒂亚歌(Tiago Brito)先生在此次路演中向中国游客发出邀请：不仅要来，更要“慢下来”深度体验。葡萄牙作为全球第14大最受欢迎的旅游目的地，凭借文化遗产、会奖旅游、葡萄酒、星空、高尔夫和冲浪等细分赛道早已蜚声国际，期待更多中国客人赴葡打卡。

He also unveiled two new global campaigns:

Portugal is Art – a celebration of creativity across culture, architecture, gastronomy, nature and crafts that lets Chinese guests discover an “art is everywhere” experience; Portugal Means Business – a MICE-focused drive to position the country as Europe’s emerging hub for meetings, exhibitions and incentive travel, encouraging Chinese companies to stage high-end corporate events on Portuguese soil.

此外，他在本次路演重点推介了两大全新国际推广活动：

“葡萄牙即艺术”（Portugal is Art）：以艺术为主线，展现葡萄牙在文化、建筑、美食、自然、手工艺等方面的创意表达，邀请中国游客在旅行中感受“艺术无处不在”的葡萄牙。 “Portugal Means Business”：聚焦商务会奖旅游（MICE），强化葡萄牙作为欧洲新兴会议、展览、奖励旅游目的地的全球形象，吸引中国企业赴葡举办高端商务活动。

Remarks by Mr. Tiago Brito, Head of the Visit Portugal Shanghai Office 葡萄牙国家旅游局上海代表处主管蒂亚歌(Tiago Brito)先生发言图 ©VisitPortugal

Portugal and China share a long-standing, stable and fruitful partnership in culture, economy and tourism. The 2025 China Roadshow and its year-round initiatives mark a major step by Visit Portugal to deepen trust with Chinese trade partners and strengthen the country’s profile in this market. Going forward, Visit Portugal will keep delivering safe, high-quality and inspiring experiences, warmly inviting more Chinese travellers to explore a land where centuries of heritage meet vibrant innovation.

中葡两国在文化、经济及旅游领域始终保持长期稳定且富有成效的合作关系。此次2025中国路演及全年系列推广行动的开展，是葡萄牙国家旅游局深化与中国旅业伙伴信任合作、提升葡萄牙旅游在中国市场影响力的重要举措。未来，葡萄牙国家旅游局将持续为中国游客提供安全、高品质且富有灵感的旅行体验，热忱欢迎更多中国旅客走进这片兼具历史底蕴与创新活力的土地。 

Event Site 路演活动现场 ©VisitPortugal

About VisitPortugal

Integrated in the Ministry of Economy and Territorial Cohesion, Visit Portugal is the National Touristic Authority responsible for the promotion, enhancement and sustainability of tourism activity. It brings together in a single entity all the institutional competences relating to the promotion of tourism, from supply to demand. With a privileged relationship with other public entities and economic agents at home and abroad, Visit Portugal is committed to fulfilling its purpose of strengthening tourism as one of the pillars of growth in the Portuguese economy.

Info: www.VisitPortugal.com 

关于葡萄牙国家旅游局（Turismo de Portugal）

葡萄牙旅游局纳入葡萄牙经济与领土融合部。作为国家旅游局，葡萄牙旅游局担负着推广、改善和扶持旅游产业的责任。主要工作包括：改善和发展旅游设施、完善人员培训、支持旅游产业投资、协调葡萄牙国内外的旅游推广活动。葡萄牙旅游局将凭借与葡萄牙国内外政经机构的良好关系，推动旅游产业的发展，努力使之成为葡萄牙经济发展的核心动力。

更多信息欢迎访问： www.VisitPortugal.com 

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