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，葡萄牙國家旅游局攜23家葡萄牙資源供應商走進上海、北京、成都、澳門進行交流活動，涵蓋地區旅游局、酒店、酒莊、景點、地接社等。

Event Site 路演活動現場 ©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.葡萄牙國家旅游局于2025年11月26日至12月4日，先后亮相上海、北京、成都和澳門，成功舉辦為期一周的2025中國路演活動。此次路演精準對接四地旅業伙伴，全面展示葡萄牙最新目的地資源、特色產品及深度游線路，并與中國旅游同業及媒體代表共同探討市場復蘇背景下的合作新機遇。

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，葡萄牙國家旅游局于上海復星藝術中心舉辦歡迎酒會，提前為本次路演預熱。嘉賓在活動現場參觀了首次走出歐洲、作為葡萄牙國家當代藝術收藏重要組成部分的《無常之景》藝術導覽，并參與中國書法體驗環節，以藝術為媒，促進中葡文化交流與旅業合作。

Viewing the " Unstable Landscape" exhibit 觀展《無常之景》©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，路演正式在上海啟動，隨后葡萄牙代表團先后赴北京、成都、澳門三地開展深度交流與商務洽談。在四城路演期間，葡萄牙國家旅游局攜手葡萄牙各大區旅游局、酒店集團、酒莊、地接社、景點運營商等23家機構，與超過200家中國旅業買家舉行了近2000場一對一商務洽談，圍繞2026年旅游合作、產品共創、簽證便利化等議題展開深入交流。洽談結束后，受邀嘉賓們出席了晚宴活動，享用風味佳肴的同時，共話中葡旅游新機遇。

One-on-One Negotiation Site  一對一洽談現場 ©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日的澳門站，葡萄牙國家旅游局與葡萄牙旅游協會（APAVT）再度聯手，借第50屆APAVT大會暨協會75周年慶典落地之機，讓更多中國伙伴一次盡覽葡萄牙旅游的創意與活力，也為本次中國路演畫上圓滿句號。

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.

葡萄牙旅行社協會主席佩德羅•費雷拉先生(Dr. Pedro Costa Ferreira)、葡萄牙駐中華人民共和國大使保羅•納西門托先生(Dr. Paulo Jorge Nascimento)、葡萄牙駐澳門及香港總領事雷德生先生(Dr. Paulo Jorge Nascimento)、葡萄牙國家旅游局局長卡洛斯•阿巴德先生(Dr. Carlos Abade)、澳門特別行政區旅游局局長文綺華女士、葡萄牙經濟及領土凝聚部旅游、商業及服務國務秘書佩德羅•馬沙多先生(Dr. Pedro Machado)親臨開幕式并先后致辭，共同表達對中葡旅游合作前景的高度期待。

Macao Roadshow 澳門站路演活動現場 ©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.

參與本次四地路演活動的葡萄牙旅業機構包括：阿連特茹地區旅游局（Visit Alentejo）、葡萄牙中部旅游局（Visit Center of Portugal）、波爾圖及北部旅游局（Visit Porto & North of Portugal）、密利拿中葡國際旅行社（Agência de Viagens Internacionais Luso-Chinesa da Marmeleira）、Altis酒店集團（Altis Hotels）、阿威羅印象之旅（Emotions Group）、法朵之家服務集團（Fado&Food Group）、波爾圖巨龍球場（FC Porto – Museum & Stadium Tours）、里斯本自由港奧特萊斯（Freeport Lisboa Fashion Outlet）、葡萄牙格瑞奇旅游集團（Greatopus International Travel Service, Lda）、葡萄牙HF酒店（HF Hotels）、海之酒店（Hotel Do Mar）、歐迪酒店集團（Hoti Hoteis Portugal）、In Tours旅行社（In Tours Portugal）、MTLV梅地亞旅行社（MTLV DMC）、Pacheca精品酒莊&酒店（Pacheca Group, Boutique Hotels & Winetourism）、Papa-Léguas探險旅行社（Papa-Léguas）、波爾圖萬麗酒店（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）、都靈酒店（Turim Hotels）、葡萄牙聯合酒店（United Hotels of Portugal）。此外，路演活動還得到葡萄牙駐澳門及香港總領事館（Consulate General of Portugal in Macau and Hong Kong）、葡萄牙駐廣州總領事館（Consulate General of Portugal in Guangzhou）、葡萄牙駐上海總領事館（Consulate General of Portugal in Shanghai）、葡萄牙共和國駐華大使館（Embassy of Portugal in China）的傾力支持。

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.

坐擁歐洲古老邊界、綿延大西洋海岸、遍布葡萄園與山城的多元地貌，葡萄牙將傳統石板街巷、世界文化遺產與現代設計酒店、創意美食巧妙融合，持續吸引全球旅人。據統計，今年赴葡中國游客有望達35萬人次、留宿55萬間夜，2026年仍將穩步增長。

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.”

長期以來，中國市場始終是葡萄牙國家旅游局最為重視的亞洲客源陣地之一。上海站路演現場，葡萄牙駐滬總領事夏思雅(Sílvia Inácio)女士宣布了兩項“立竿見影”的便民舉措：資料齊全的ADS旅游團隊簽證，上海領區最快48小時出簽；申根“Walk-in免預約”服務已覆蓋上海、南京、杭州三大簽證中心，個人及商務游客可“說走就走”。“2023年重啟至今，葡萄牙在華簽證簽發量已翻一番，今年預計突破1萬份，其中六成以上為旅游類申請。”總領事夏思雅(Sílvia Inácio)女士表示，“簽證提速只是第一步，下一步要讓航班選擇更多。”

Remarks by Ms. Sílvia Inácio, Consul-General of Portugal in Shanghai 葡萄牙駐滬總領事夏思雅(Sílvia Inácio)女士發言©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.

出境游重啟以來，中葡航線運力亦同步升級。直飛航線方面，首都航空里斯本往返于杭州的航線自2025年12月第二周起增至每周3班。葡方下一步將重點評估上海直飛潛力，并感謝所有經中東、歐洲樞紐中轉赴葡的航司繼續為雙向客流“續航”。

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.

葡萄牙國家旅游局上海代表處主管蒂亞歌(Tiago Brito)先生在此次路演中向中國游客發出邀請：不僅要來，更要“慢下來”深度體驗。葡萄牙作為全球第14大最受歡迎的旅游目的地，憑借文化遺產、會獎旅游、葡萄酒、星空、高爾夫和沖浪等細分賽道早已蜚聲國際，期待更多中國客人赴葡打卡。

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，他在本次路演重點推介了兩大全新國際推廣活動：

“葡萄牙即藝術”（Portugal is Art）：以藝術為主線，展現葡萄牙在文化、建筑、美食、自然、手工藝等方面的創意表達，邀請中國游客在旅行中感受“藝術無處不在”的葡萄牙。 “Portugal Means Business”：聚焦商務會獎旅游（MICE），強化葡萄牙作為歐洲新興會議、展覽、獎勵旅游目的地的全球形象，吸引中國企業赴葡舉辦高端商務活動。

Remarks by Mr. Tiago Brito, Head of the Visit Portugal Shanghai Office 葡萄牙國家旅游局上海代表處主管蒂亞歌(Tiago Brito)先生發言圖 ©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.

中葡兩國在文化、經濟及旅游領域始終保持長期穩定且富有成效的合作關系。此次2025中國路演及全年系列推廣行動的開展，是葡萄牙國家旅游局深化與中國旅業伙伴信任合作、提升葡萄牙旅游在中國市場影響力的重要舉措。未來，葡萄牙國家旅游局將持續為中國游客提供安全、高品質且富有靈感的旅行體驗，熱忱歡迎更多中國旅客走進這片兼具歷史底蘊與創新活力的土地。 

Event Site 路演活動現場 ©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 

關于葡萄牙國家旅游局（Turismo de Portugal）

葡萄牙旅游局納入葡萄牙經濟與領土融合部。作為國家旅游局，葡萄牙旅游局擔負著推廣、改善和扶持旅游產業的責任。主要工作包括：改善和發展旅游設施、完善人員培訓、支持旅游產業投資、協調葡萄牙國內外的旅游推廣活動。葡萄牙旅游局將憑借與葡萄牙國內外政經機構的良好關系，推動旅游產業的發展，努力使之成為葡萄牙經濟發展的核心動力。

更多信息歡迎訪問： www.VisitPortugal.com 

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