Published on
February 26, 2026
Image generated with Ai
Andalusia, one of Spain’s most culturally rich and vibrant regions, is all set to participate in the 36th edition of the renowned “Better Tourism Lisbon Travel Market” (BTL). The event, held annually in Lisbon, Portugal, is one of the largest and most influential tourism fairs in Europe. For Andalusia, this is an exceptional opportunity to strengthen its presence and visibility within the Portuguese tourism market, while also fostering key business relationships and exploring new market opportunities.
The BTL will take place at the Feira Internacional de Lisboa (FIL) from February 25 to March 1, 2026. The Andalusian delegation will be represented at a spacious 108 m² booth within the Lisbon Exhibition and Congress Centre. This booth will be designed to showcase the best that Andalusia has to offer, representing its eight provinces and promoting the region’s growing tourism sector. Alongside the regional tourism authorities, a selection of Andalusian tourism SMEs will also participate, highlighting local products, experiences, and services.
Key Dates and Timings for BTL 2026
The BTL will be open to both professionals and the general public, with the following opening hours:
- Wednesday, February 25: 10:00 AM – 7:00 PM
- Thursday, February 26: 10:00 AM – 7:00 PM
- Friday, February 27: 10:00 AM – 11:00 PM
- Saturday, February 28: 12:00 PM – 11:00 PM
- Sunday, March 1: 12:00 PM – 8:00 PM
As one of the largest tourism trade fairs in Portugal, BTL attracts significant attention from tourism professionals, travel operators, and general visitors alike. The event serves as an important platform for promoting destinations, tourism products, and services to a wider audience.
Benefits of Andalusia’s Participation at BTL
For Andalusia, BTL offers several strategic advantages. As one of the most important markets for Andalusian tourism, Portugal has cultural and geographical affinities with the region, making it a vital destination for cross-border tourism. BTL presents an opportunity for Andalusia to strengthen its position in the Portuguese market by showcasing its diverse attractions, including its vibrant cities, rich heritage, and unique landscapes.
With direct access to both the professional (B2B) and consumer (B2C) segments of the Portuguese tourism market, Andalusia’s participation at BTL allows it to forge valuable international contacts, strengthen existing partnerships, and explore new commercial alliances. Additionally, the event helps enhance the visibility of the region, attracting more visitors from Portugal, a key market for Andalusia.
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The Portuguese market alone represents 4.8% of Andalusia’s total foreign tourism demand. In 2024, Andalusia saw a notable increase in Portuguese visitors, with 652,700 tourists arriving from Portugal, marking a 2.4% rise compared to the previous year and a significant 46.3% growth from 2019. These figures highlight the growing appeal of Andalusia as a travel destination for Portuguese nationals. Visitors from Portugal typically stay an average of 5.2 days and spend an average of 117 euros per day, making them an important demographic for Andalusian tourism.
Promoting Andalusia’s Tourism SMEs
The BTL also serves as a unique opportunity for small and medium-sized tourism enterprises (SMEs) in Andalusia. By participating in the event, these SMEs can directly engage with potential clients and promote their tourism products such as guided tours, culinary experiences, cultural getaways, and adventure activities. This direct access to both trade professionals and end consumers at the BTL allows these SMEs to generate new business opportunities and expand their networks.
The Andalusian booth at the fair will feature a wide variety of regional tourism products and experiences. From the historical allure of cities like Seville and Granada to the sun-kissed beaches of the Costa del Sol and the cultural richness of the region’s rural areas, visitors to the BTL will be able to explore the diverse offerings that Andalusia has in store. The event will also highlight Andalusia’s year-round appeal, from its festivals and cuisine to its outdoor activities and natural landscapes.
Strengthening Regional Tourism Ties
For Andalusia, the Lisbon Travel Market is more than just a promotional event; it represents an opportunity to build on the region’s existing ties with Portugal. The growth in Portuguese visitors to Andalusia in recent years reflects the deepening cultural and economic connections between the two regions. As one of Europe’s most visited regions, Andalusia continues to thrive by forging stronger relationships with neighboring countries like Portugal.
Additionally, the participation at BTL aligns with Andalusia’s broader tourism strategy, which aims to position the region as a top destination for international travelers. By increasing exposure at key international events like BTL, Andalusia is working to attract not only Portuguese tourists but also other European visitors, further diversifying its tourism base.
Conclusion: A Strategic Opportunity for Andalusia
The 36th Lisbon Travel Market provides Andalusia with a significant opportunity to showcase its unique tourism offerings to the Portuguese market. The event’s wide reach, along with the chance to engage with key tourism professionals and potential visitors, makes it an invaluable platform for promoting the region. Through this strategic participation, Andalusia is set to continue its upward trajectory in the Portuguese tourism market, while simultaneously fostering stronger business relationships and international connections that will benefit the region’s tourism sector for years to come.
