“We have no doubt that the impact on these areas is significant, because we are speaking from a tourism perspective. The impacts are on hotels and rural tourism accommodations, where reservations are being lost, and where visitors are postponing their trips,” he said.

In statements to Lusa news agency, Rui Ventura alluded to the images of destruction that portray the way the flames are reaching the region and that end up reaching the entire world.

"This also creates a perception of insecurity and inaccessibility to the territory, which is not true, because Central Portugal is much more than the area that is burning. But the area that is burning is very important for the affirmation of Central Portugal as a landscape tourism destination," he maintained.

According to Rui Ventura, who took office as president in April, Turismo Centro de Portugal stands in solidarity with the region's mayors and business owners who are experiencing "this environmental tragedy."

"It's an open wound in the heart of Central Portugal, a territory that thrives on its landscape, its authenticity, and also its own hospitality," he added.

He told Lusa that Turismo do Centro services are already contacting city council presidents, accommodation, hotel, and restaurant businesses, in collaboration with Turismo de Portugal and the State, "to find measures to address the impact on the territory."

Resilience

"This is a region of resilient people, resilient entrepreneurs, and a lot of hope. Therefore, Turismo Centro de Portugal is currently planning what will reaffirm the Centro de Portugal brand. Centro de Portugal hasn't completely burned down; it still has a lot to offer," he stated.

The president of Turismo Centro de Portugal also said that initiatives are planned in areas that have burned, such as the Trail Mont-Blanc, which will take place in the municipalities of Arganil and Pampilhosa da Serra in May 2026.

"We will rebuild that region and make it known that people can continue to come to the region during the off-season, at a time when we are reborn," he concluded.

Mainland Portugal has been affected by multiple large rural fires since July, especially in the North and Central regions.