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Visit Portugal’s New Campaign: It’s not tourism. It’s futourism. 

  new year’s resolutions for the tourist of the future.

  Visit Portugal celebrated the New Year launching a new campaign that was presented today in Lisbon . #It’s not tourism. It’s futourism, is the motto for this campaign that sets 12 New Year’s resolutions for the tourist of the future. There are 12 commitments to inspire people to take an active role in the changes that tourism needs, in Portugal and around the world. More than just a campaign, it aims to mobilize people to change the way they travel.   

This campaign is aligned with the 2027 Tourism Strategy, the strategic guideline for tourism in Portugal, and with its ambition: to lead the tourism of the future. It calls on everyone to join Visit Portugal on this transformative journey towards a more inclusive, sustainable, and responsible tourism. Portugal’s Tourism Strategy 2027 sets a new milestone in tourism policy, placing sustainability at the core of the country’s strategic options. This campaign reinforces and reflects this vision.    

On the very last day of 2023, VisitPortugal presented this #Futourism “movement”, which invites future tourists to turn their trips into more authentic and sustainable experiences, resulting in a positive impact for territories, the environment, and the communities.  

During the first twelve days of 2024, VisitPortugal will be showcasing 12 short videos with the following New Year’s Resolutions (one per day):    

• It’s not unengaged. It’s committed.
• It’s not virtual. It’s real.
• It’s not ours. It’s yours.
• It’s not standard. It’s unique.
• It’s not global. It’s local.
• It’s not a wave. It’s an ocean.
• It’s not grey. It’s green.
• It’s not brash. It’s humble.
• It’s not trendy. It’s trendsetting.
• It’s not negligent. It’s conscientious.
• It’s not rushed. It’s immersive.
• It’s not artificial. It’s human.

#It’s not tourism. It’s futourism targets Portugal’s top priority markets, namely United Kingdom, Spain, France, Germany, United States, and Brazil.   

According to data collected from January to October, Portugal achieved a record level of 26,3M (+13,7%) guests, 68,5M (+11%) overnight stays and revenue 22,3€ billion (+19,8%) compared to 2022. To sustain this growth VisitPortugal is working to bring tourism activities to the interior of the country to reduce seasonality and, at the same time, to accelerate the sector’s environmental and digital transition.   

Traveling consciously is not just a choice, it’s a legacy we build together. Join us on this transformative journey. #It’s not (just) tourism, it’s Futourism. 

Youtube Links  

Film: https://youtu.be/pH_ex7KTplE  

Resolution # 1: https://youtube.com/shorts/20TQahfaYyk    

Resolution # 2: https://youtube.com/shorts/jvTm331X3cI    

Resolution # 3: https://youtube.com/shorts/kSupGmHqMys    

About VisitPortugal    

Integrated in the Ministry of Economy and the Sea, VisitPortugal is the brand for Portugal as a tourism destination, managed by the National Tourism Authority responsible for the promotion, enhancement, and sustainability of tourist activity. It aggregates in a single entity all the institutional competences related to the promotion of tourism, from supply to demand.  

Info: www.visitportugal.com  

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First Look: Visit Portugal’s New 'Close to US' Marketing Campaign

Photo: Visit Portugal 

On Friday, Visit Portugal unveiled its new North American marketing campaign in New York City, showcasing its “Close to US” brand activation in digital billboards in Times Square.

The campaign, Visit Portugal said, is meant to showcase the diversity of tourism offered in Portugal, a country that is about 88% of the size of Kentucky, but one that is still incredibly diverse, with “nature to history, from waves to heritage, from citizen to villages,” and more.

Visit Portugal said that it expects the campaign to reach 500 million people worldwide, including during this holiday week, which is one of the most popular times for North Americans to book future travel.

To coincide with the campaign, and with the kick-off of the 2022 FIFA World Cup, Cristiano Ronaldo’s wax figure will be at Madame Tussauds wax museum from November 21, 2022, in a space dedicated to the Portuguese athlete called:  The CR7 Experience.  The public visiting the Madame Tussauds Museum will also see films about Portugal.

"Cristiano Ronaldo is one of the most accomplished football icons of our time and we were thrilled to be team up with Visit Portugal for this special Time Square reveal; it's an incredible opportunity to shine a light on the beautiful country and holiday destination of Portugal," said Madame Tussauds New York Head of Marketing Tiago Mogadouro.

The U.S. had long been a strong inbound market for Portugal. According to Visit Portugal, the U.S. market share in Portugal is growing at a clip of 18.8% for guests, 19.5% for overnight stays, and 45% for tourist revenues, for 2022 compared to 2019. The country hopes the new campaign helps those trends continue in 2022 and 2023. 

Visit Portugal also said that it expects to continue to grow its presence in the U.S. travel market, with a focus on trade shows, road shows, workshops, and more. 

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Visit Portugal launches new sustainability campaign

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Visit Portugal is launching a new campaign aimed at travelers from the United Kingdom. The campaign includes a video calling for a strong focus on responsible and sustainable tourism in 2021.

The #CantSkipTomorrow message, delivered by a young child adopting the persona of ‘tomorrow’, is a call for discovering new ways of traveling. It is a different paradigm: a collective conscience that protects all the unique wonders of nature.

The message for a better future was developed from the song Verdes são os campos by Zeca Afonso, created from a poem by Luís Vaz de Camões. The campaign is derived as well from the guidelines given by the United Nations World Tourism Organization which have pointed out that the actions of travelers will help the travel industry redefine itself in a stronger and more sustainable way than ever before. All of this, of course, after the risks of the Covid-19 pandemic have been controlled.

The #CantSkipTomorrow message is the latest call from Portuguese tourism officials to change the way we view sustainability. The line is a variation on the original #CantSkipHope first coined by VisitPortugal when the pandemic broke out in early 2020; it called for the world to stop, pause and dream of traveling to their country in the future

Last year the national tourism board released a key three-year framework (2020-2023) to be followed in order to achieve the wider government-led strategy to make Portugal one of the most sustainable tourism destinations in the world by the year 2027.

“This conveys our responsibilities, as a tourism destination, to the Portuguese, to tourists, to companies in the sector and above all to a planet that needs to regenerate,” said Luís Araújo, president of Visit Portugal and chairman of the European Travel Commission. “After launching the Sustainable 20-23 Plan (under public discussion until January 26th), we also assumed sustainability as the focus of our promotion, in order to prepare a more resistant, more resilient and, above all, responsible future.”

“Tourism should be the key element to regenerate our countries” – Luís Araújo, President of the European Travel Commission

Visit Portugal also launched a message calling on the promotion of more responsible and sustainable practices for the officials in France, Spain, Germany and other nations.

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Portugal once again Best Tourism Destination in Europe

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For the 5th time in the last six years, Portugal was again considered "Best Tourism Destination in Europe" in the World Travel Awards 2022.

Thousands of professionals from the sector vote in this election, from all countries in the world and this year, Portugal took home more than 30 prizes, including destination, regions, and products and services. 

Under regional destinations, we note the Azores (Europe's Leading Adventure Tourism Destination), the Algarve (Europe's Leading Beach Destination), Lisbon (Europe's Leading City Break Destination, Europe's Leading Cruise Destination and Europe's Leading Seaside Metropolitan Destination) and Porto (Europe's Leading City Destination).

According to the Secretary of State for Tourism, Trade and Services, Rita Marques, "being named in more than three dozen categories of the European edition of the World Travel Awards 2022, takes on significant relevance after the difficult pandemic years. It is with great pride that we see national tourism companies, professionals and bodies being acknowledged by their peers at international level. All the sector agents are to be congratulated for rising to the challenge that is staking Portugal as a tourism destination par excellence, regardless of the circumstances ".

Considered the "Oscars" of Tourism, the World Travel Awards have been awarded by sector professionals on a global scale since 1993, acknowledging the work undertaken by the tourism industry to drive competitiveness and quality in tourism.

The full list of this year’s European Editions of the World Travel Awards, including the Portuguese winners is available at Europe Winners 2022 – World Travel Awards .

Please recall that in 2021 Portugal had already brought home more than two dozen prizes at the European edition of the World Travel Awards.

The awards ceremony (world) is scheduled for 11 November in Oman.

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Visit Portugal campaign encourages holidaymakers to conserve water

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Visit Portugal has launched a sustainability campaign to encourage travellers to take care with their water consumption while on holiday.

Using the slogan “Be a Futourist; Save Water”, the digital and offline messages will primarily be aimed at tourists in the Algarve.

The campaign will target holidaymakers from the region’s main markets: the UK, Spain, Germany, and France.

The tourist board says on its website: “A conscious and responsible tourist can save up to 235 litres of water daily during their stay by choosing to consume below-average amounts.

“Get involved, support local communities, minimise your environmental footprint…make a difference for a better planet. Save water. Protect the future.”

Tips from the tourist board advise holidaymakers to “opt for shorter showers or turn off the water while soaping” and to choose accommodation with water-saving technologies, such as using low-flow taps and recycling systems.

Other advice encourages tourists to learn more about the importance of water in the region and support local initiatives to reduce plastic waste.

The campaign is part of a wider initiative called “Futourism”, which “aims to mobilise everyone in the tourism industry, including tourists, to address a global challenge by participating in the solution”.

The tourist board is also encouraging small and medium-sized tourism businesses in the Algarve to use water more efficiently and has introduced a support line to offer advice

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Visit Portugal partnered with TourRadar for an omni-channel Marketing Campaign to build awareness around Portugal as a must-visit travel destination for culture, nature, adventure and food. The ultimate goal was to drive passengers to Portugal during the autumn/winter season 2022/2023 and create awareness of Portugal tour products. The target audience was travelers aged 40+ in the United States, Canada and Australia.

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Visit Portugal’s launches new campaign: It’s not tourism. It’s futourism.

Visit Portugal celebrated the New Year launching a new campaign that was presented in Lisbon. #It’s not tourism. It’s futourism, is the motto for this campaign that sets 12 New Year’s resolutions for the tourist of the future.

There are 12 commitments to inspire people to take an active role in the changes that tourism needs, in Portugal and around the world. More than just a campaign, it aims to mobilize people to change the way they travel.

This campaign is aligned with the 2027 Tourism Strategy, the strategic guideline for tourism in Portugal, and with its ambition: to lead the tourism of the future. It calls on everyone to join Visit Portugal on this transformative journey towards a more inclusive, sustainable, and responsible tourism. Portugal’s Tourism Strategy 2027 sets a new milestone in tourism policy, placing sustainability at the core of the country’s strategic options. This campaign reinforces and reflects this vision.

On the very last day of 2023, Visit Portugal presented this #Futourism “movement”, which invites future tourists to turn their trips into more authentic and sustainable experiences, resulting in a positive impact for territories, the environment, and the communities.

During the first twelve days of 2024, VisitPortugal will be showcasing 12 short videos with the following New Year’s Resolutions (one per day):

It’s not unengaged. It’s committed.

It’s not virtual. It’s real.

It’s not ours. It’s yours.

It’s not standard. It’s unique.

It’s not glocal. It’s local.

It’s not a wave. It’s an ocean.

It’s not grey. It’s green.

It’s not brash. It’s humble.

It’s not trendy. It’s trendsetting.

It’s not negligent. It’s conscientious.

It’s not rushed. It’s immersive.

It’s not artificial. It’s human.

#It’s not tourism. It’s futourism targets Portugal’s top priority markets, namely United Kingdom, Spain, France, Germany, United States, and Brazil.

According to data collected from January to October, Portugal achieved record levels of guests 26,3M (+13,7 percent), overnight stays 68,5M (+11 percent) and revenue 22,3€ billion (+19,8 percent) compared to 2022. To sustain this growth VisitPortugal is working to bring tourism activities to the interior of the country to reduce seasonality and, at the same time, to accelerate the sector’s environmental and digital transition.

Traveling consciously is not just a choice, it’s a legacy we build together. Join us on this transformative journey. #It’s not (just) tourism, it’s Futourism.

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14 things Portugal locals want you to know before you visit

Feb 25, 2024 • 7 min read

Learn how to act like a local in Portugal by following these key tips © AnnaTamila / Shutterstock

Many years ago, as a young backpacker, I made plenty of mistakes when traveling around Portugal – from trying to see everything on one trip to indulging in free appetizers that weren’t really free. 

Since becoming both an honorary Lisboeta (Lisbon resident) and Tripeiro (Porto dweller), I have learned some essentials about the country. From the best methods for getting around to wardrobe essentials. Here are the key tips to help you make the most out of your trip to Portugal.

Don’t try to see it all in one trip

Portugal is a small country – roughly the size of the state of Indiana in North America and slightly larger than Scotland. But there’s a lot to see here , from hilltop villages in the Alentejo to remote UNESCO World Heritage sites , not to mention over 100 beaches in the Algarve. A rookie mistake is trying to see all of Portugal during one visit. Even if you have a few weeks to spare, you won’t be able to visit everything in this diverse country. Instead, pick one or two regions and focus your trip there, allowing yourself time to see both highlights as well as local markets, vineyards and other less-visited attractions. 

Decide where to go

The mountains, the seaside, cobblestone-lined city streets? Portugal has plenty of options when it comes to travel. With a week at your disposal, you can combine a bit of urban adventure with scenic getaways nearby. If you have Lisbon in mind, you can spend several days there, along with day trips to Cascais , Sintra and the beach-dotted Setúbal Peninsula , or spend a couple of days in Évora or on the lovely Alentejo coastline. 

A great northern itinerary combines Porto with some vineyard visits along the picturesque Douro River . Beach lovers might skip city life altogether and spend their time in the Algarve , checking out cliff-backed beaches, hidden coves and quiet fishing villages. If you have something more active in mind, plan a hiking outing in the mountains of the Serra da Estrela , which you can pair with time spent exploring craggy villages like Manteigas and Linhares, as well as the university town of Coimbra . 

Book your accommodation well in advance 

Portugal’s growing popularity means some of the best places to stay get booked up months in advance. This is especially true if you’re traveling in the peak months of June through August .  Once you have your itinerary organized, reserve your lodging. If you’re traveling off-season (November through March), you’ll have much more flexibility – so you can book your first few nights and plan your other nights on the go. 

Lower your carbon footprint by traveling on trains and buses

You can go green by ditching the car and getting around by public transportation. Portugal has a decent train network that connects major cities like Lisbon, Porto, Coimbra and Faro. Buses help fill in the gaps to smaller towns across the country. Service has expanded in recent years, particularly in the south, where the new Vamus Algarve covers just about every part of the Algarve, from tiny beach villages on the central coast to the soaring sea cliffs near Sagres . Skipping the car rental also means you won't have to hassle with parking, toll roads and heavy traffic, among other things.     

Don’t bother taking a taxi from the airport

Speaking of trains and buses, as soon as you arrive, you can save money and cut down on CO2 emissions by hopping on public transport from the airport. Portugal’s three international airports all have good options for whisking you into town. The Lisbon metro’s linha vermelha (red line) can get you into the center, as can the speedy Aerobus, while Porto’s metro (violet line E) runs from the airport to the heart of town. From Faro airport in the south, you can take the Vamus Algarve Aerobus, which shuttles into Faro and also to the key towns of Albufeira , Lagoa, Portimão and Lagos .

Remember the cardinal rule of dining in Portugal: nothing is free 

Servers often bring bread, butter, olives and even cheese or other appetizers to diners before their meal. Keep in mind that these unordered items will always be added to your bill if you choose to partake. If you don’t want them, just send them away – a polite "no thank you" ( não obrigado/a ) will do the job. Prices for couvert range from €2 per person and upwards. 

Bring a few smart-casual outfits 

Shorts are fine on the beach, but if you wear them around the city, you’ll quickly brand yourself as a tourist. At nicer restaurants, bars and nightclubs, you’ll want to follow the local lead and dress things up a bit.

Become an expert on tipping etiquette

At restaurants in Portugal, many locals don’t tip at all or simply round up when paying for a meal. In more tourist-oriented establishments, a tip is more common – usually around 10% – and may even be added as a service charge. Tipping is not expected in cafes or bars. However, if you’re in a fancy high-end place, you should plan on tipping (along the lines of €1 for a specialty cocktail). Rounding up the fare is also common practice when taking a taxi or rideshare. 

Bring your own bag to the market 

Portugal has huge markets where you can see stalls of fresh fruits and vegetables as well as charcuterie, cheeses, olives, bakery items and other fare. Amid such culinary largesse, you can assemble a first-rate picnic, just be sure to bring your own bag to the market. You might want to throw in a corkscrew so you’re always prepared to pop open a bottle of vinho verde , an Alentejo red and other good-value Portuguese wines. 

Pack sturdy shoes

Even if you limit your travels to the city, you’ll want to have good shoes. You’ll find steep streets, loose cobblestones and uneven sidewalks in Lisbon, Porto, Coimbra and many other towns. Save the heels and dress shoes for nicer restaurants and nightclubs. Good shoes will also come in handy when you want to take a walk beyond the town. Across the country, Portugal has some magnificent hikes , like the stunning clifftop trail of Percurso dos Sete Vales Suspensos – not difficult to do, but you need proper footwear. 

Dress modestly when visiting churches

Save the shorts, short skirts and tank tops for the beach – keep things covered up when visiting the cathedrals ( Sés ) and monasteries of Portugal.

And don’t forget to throw in the swimsuit 

No matter where you roam in Portugal, you’re never far from the beach or a sparkling inland lake or river. Porto and Lisbon both have lovely beaches within easy reach of the city center, while remote corners of Portugal – like Peneda-Gerês National Park have waterfalls and natural pools. It would be a mistake not to bring your swimsuit, even if you think you won’t need it.   

Learn some Portuguese and use it

Outside of Lisbon, Porto and the Algarve, you might encounter people with limited English. For smooth sailing, it helps to learn some Portuguese. If nothing else, locals appreciate the effort to speak their language, however rudimentary your accent. When entering a room, it’s polite to say " bom dia " (good day) or " boa tarde " (good afternoon) to those around you.

Be mindful of petty crime 

Portugal is generally a safe country to visit with a low overall crime rate – violent crime is extremely rare. Pickpocketing and bag-snatching are the main concerns to keep in mind, especially when traveling on the trams and metro in Lisbon or Porto. Avoid moving around during the crowded peak times, and don’t zone out on your phone. At night, be cautious walking around empty streets wherever you are: you’re better off taking a taxi. 

Car break-ins can also happen, and rental vehicles are sometimes targeted. Don’t leave anything of value in your car, and it's best not to leave luggage or other items in the trunk/boot of your vehicle (yet another good reason to embrace public transportation). 

This article was first published Aug 9, 2022 and updated Feb 25, 2024.

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20 Beautiful Places to Visit in Portugal — From Fairy-tale Castles to Charming Beach Towns

Take your pick of hilltop castles, sunny beaches, and time-worn villages.

Lindsay Cohn is a writer, editor, and avid traveler who has visited 45 countries across six continents — and counting. She contributes to Travel + Leisure, Hotels Above Par, InsideHook, Well+Good, The Zoe Report, and more.

Roberto Moiola/Sysaworld/Getty Images

France and Spain have long taken center stage, with Portugal as a less-visited destination for in-the-know travelers. The tides are slowly turning and the small Iberian nation is, at long last, enjoying its well-deserved moment in the sun. The drawback to this increased attention? More tourists. Though it’s not like contending with a few crowds is going to put anyone off seeing Pena Palace or Jerónimos Monastery. And, of course, there are countless beautiful places to visit in Portugal, from the Azores and Madeira to the sun-splashed Algarve and even popular cities like Lisbon and Porto . This is to say that despite its relatively diminutive size, Portugal offers a treasure trove of natural, historical, and cultural wonders.

Cabo da Roca

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The westernmost point in continental Europe, Cabo da Roca exudes a wild, edge-of-the-Earth mystique. Waves crash against the rocks, tourists standing atop sheer cliffs stare out at nothing but blue to the horizon, and a historic lighthouse guides boats sailing along the rugged coast. 

Lagoa das Sete Cidades

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The majesty of São Miguel never ceases to amaze. Topping the list for many travelers visiting the volcanic main island in the Azores archipelago are the famous and impossibly photogenic twin crater lakes, Lagoa Azul ("blue lagoon") and Lagoa Verde ("green lagoon"). 

Pena Palace

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One of the most beautiful places in Europe , Pena Palace is a hilltop Romanticist castle and the crown jewel of Sintra. Its candy-colored facade and sweeping terraces draw shutter-happy tourists from near and far. The stately interiors are filled with antiques, while the surrounding park provides tree-shaded pathways.

Levadas da Madeira

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The Levadas da Madeira is a system of historic irrigation canals built across the island to carry water from the high-altitude slopes to sugar cane fields, farmlands, and cities. Hiking trails that run along the waterways give travelers a close-up look at the UNESCO-listed laurel forests.

Jerónimos Monastery

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One of the most-visited landmarks in Lisbon and a UNESCO World Heritage Site, the late Gothic Manueline-style Jerónimos Monastery stands tall as an enduring symbol of power dating back to the Age of Discovery. The block-long complex continues to impress with its magnificent maritime details, cloisters, and tombs.

Algar de Benagil

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This fantastical seaside cave that’s reachable by boat doesn’t even look real. Sun beams in through the hole on the top, bathing the enclosed beach in light, and turquoise waters lap the sand. 

Clérigos Church

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Clérigos Church is a must-see on any trip to Porto . While the artifacts and organ concerts certainly wow, both are overshadowed by the iconic 75-meter-tall bell tower, which visitors can climb for 360-degree views of the city (and a serious workout).

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Nazaré lures fearless surfers and attracts many curious tourists thanks to the larger-than-life swells that were the subject of the documentary “100 Foot Wave.” The huge breaks mean you’re likely not going to paddle out, but it’s worth the drive to see the enormous waves crash into the rocks and grab lunch at one of the local restaurants.

Vila Franca Islet

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Located off the coast of São Miguel , the Vila Franca Islet looks otherworldly from above and just as pretty up close. The circular saltwater lagoon, which was formed by the crater of an ancient volcano, is ringed by lush vegetation. In the summer, it’s popular for swimming, snorkeling, birdwatching, and cliff diving (if you dare). 

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Situated about an hour from Lisbon, Comporta is a low-key fishing village turned in-the-know summer hotspot with cork trees, rice fields, and blissful beaches. During the warmer months, it’s well worth vying for a spot on the brilliant white sand of Praia Comporta.

Douro Valley

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The oldest demarcated wine region in the world and the birthplace of port, Douro Valley wows viticulture enthusiasts and casual sippers. A mix of rolling vineyards, historic quintas, boat rides along its namesake river, and excellent restaurants means there’s plenty to appreciate besides incredible pours. 

Peneda-Gerês National Park

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Set in northern Portugal near the Spanish border, Peneda-Gerês National Park spans yellow-tinged hills, granite peaks, high-flowing streams, mixed forests, and Roman relics. Native wildlife — including the Pyrenean desman, Iberian frog, and Barrosã cattle — also call this protected land home. 

Cachalote Natural Swimming Pools

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The north coast of Madeira brims with beautiful spots to take a dip, none more iconic than Cachalote Natural Swimming Pools . The Mother Nature-made lagoons off the shore of Porto Moniz were formed by volcanic rocks and filled with the tides of the Atlantic Ocean. 

Poço da Alagoinha

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Majestic waterfalls are one of the many enticements of the Azores. Poço da Alagoinha on the island of Flores is a stunning example with multiple cascades that gush from lush, vegetation-covered cliffs down to a pristine lagoon. 

Parque Natural da Arrábida

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Parque Natural da Arrábida shows off many of Portugal’s best assets. Fine sand beaches fade into blue waters, towering cliffs rise from the sea, verdant vegetation covers the mountain peaks, and scenic hiking trails wind through the spellbinding scenery. 

Azenhas do Mar

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Of all the charming coastal towns in Portugal, Azenhas do Mar deserves special mention. Small in size, with just 800 inhabitants, whitewashed houses, and commanding sea views, it’s a postcard-worthy setting to sip local wine, savor regional seafood dishes, and swim in the natural rock pool. 

Castelo de Guimarães

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Mystery and legend still swirl around Castelo de Guimarães. A major presence in Portuguese history, the castle was built under the orders of Mumadona Dias in the 10th century to serve as a place of refuge from and protection against attacks perpetrated by Vikings and Moors. 

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Sagres sits on a windswept headland at the western tip of southern Portugal. Sunny skies, dramatic sea cliffs, and uncrowded beaches make this tiny fishing village deserving of a detour. It’s also a surfer’s paradise that provides plenty of both beginner-friendly breaks and expert-level barrels.

Quinta do Barbusano

Tucked away in the mountains on the north side of Madeira, Quinta do Barbusano invites visitors to savor the flavors of the island with wine tastings and traditional espetada (beef skewer) meals overlooking the São Vicente Valley. It’s also possible to do a short hike to nearby Nossa Senhora Fátima Chapel for even more breathtaking vistas.

Livraria Lello

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Livraria Lello shows off opulent staircases, an ornate stained-glass ceiling, and towering shelves packed with tomes. Harry Potter fans might notice a connection between the magical interiors of the historic bookstore and some Hogwarts scenes. It’s widely known that J.K. Rowling frequented the shop during her time in Porto.

Portugal's democracy turns 50: big crowd commemorates Carnation Revolution

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Portuguese government rejects president’s suggestion of slavery reparations

President advocated ‘paying the costs’ of colonial-era crimes but government says focus is on deepening international cooperation

The Portuguese government has dismissed suggestions from the country’s president that it should “pay the costs” for slavery and other colonial-era crimes, saying it has no plans for reparations and will instead focus on deepening international cooperation “based on the reconciliation of brotherly peoples”.

Campaigners have long appealed to Portugal to address its legacy as the European country with the longest historical involvement in the slave trade. Between the 15th and 19th centuries, nearly 6 million Africans were kidnapped and forcibly transported across the Atlantic on Portuguese vessels.

Those who survived the voyage were enslaved and forced to toil on plantations in the Americas, mostly in Brazil, while Portugal and its institutions profited from their labour.

Last Tuesday, Portugal’s president, Marcelo Rebelo de Sousa, said the country “takes full responsibility” for the wrongs of the past, and that the country’s crimes, including colonial massacres, had costs.

“We have to pay the costs,” he said. “Are there actions that were not punished and those responsible were not arrested? Are there goods that were looted and not returned? Let’s see how we can repair this.”

On Saturday, Rebelo de Sousa said reparations could be made by cancelling the debts of former colonies or introducing credit lines, financial packages or special cooperation programmes. “We cannot put this under the carpet or in a drawer,” he said. “We have an obligation to pilot, to lead this process [of reparations].”

He said the country had to take “responsibility for the bad and good of what happened in the empire and draw consequences”.

Portugal’s new, centre-right coalition government said in a statement to the Portuguese news agency Lusa that it wanted to “deepen mutual relations, respect for historical truth and increasingly intense and close cooperation, based on the reconciliation of brotherly peoples”.

But it said it had “no process or programme of specific actions” for paying reparations, noting that this line had been followed by previous governments.

It called relations with former colonies “truly excellent” and cited cooperation in areas such as education, language, culture and health, in addition to financial, budgetary and economic cooperation.

The remarks came one year after Rebelo de Sousa said Portugal should apologise and “assume responsibility” for its role in the transatlantic slave trade – although he stopped short of providing concrete details or a full apology.

His latest comments elicited strong criticism from rightwing and far-right parties. Paulo Núncio, the leader of the parliamentary bench of the CDS-Partido Popular, the junior partner in the Democratic Alliance government coalition, said his party “does not need to revisit colonial legacies, reparation duties, which seem imported from outside”.

André Ventura, the leader of the far-right Chega party, went further, calling the president’s behaviour “a betrayal of the country”.

The UN human rights chief last week added his voice to the African and Caribbean countries calling for amends to be made over slavery and colonisation.

“On reparations, we must finally enter a new era,” the high commissioner for human rights, Volker Türk, said at a UN forum on people of African descent. “Governments must step up to show true leadership with genuine commitments to move swiftly from words to action that will adequately address the wrongs of the past.”

Portugal’s colonial era lasted more than five centuries, with Angola, Mozambique, Brazil, Cape Verde, São Tomé and Príncipe, East Timor and some territories in Asia subject to Portuguese rule.

Decolonisation of the African countries and the end of empire in Africa happened months after Portugal’s “Carnation Revolution” on 25 April 1974 toppled the longest fascist dictatorship in Europe and ushered in democracy.

Between the 15th and 19th centuries at least 12.5 million Africans were kidnapped into slavery and forcibly transported long distances by mainly European ships and merchants. European leaders for the most part have sought to steer clear of meaningfully addressing the call for reparations.

When the government of the Netherlands apologised for its role in the transatlantic slave trade in 2022, it said a €200m (£172m) fund to address this past would not be used to compensate descendants but instead spent on initiatives such as education and addressing the present-day impacts of slavery.

Reuters contributed to this report

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