In official statements, the organisation's president, André Gomes, emphasised that maintaining external investment in the height of summer aims to consolidate the region's sustained growth and lay the groundwork for future tourism results, with a strong focus on diversifying market segments and establishing a presence in priority long-haul markets.

The action plan for this period focuses primarily on the North American and British markets through training initiatives and high-profile industry events.

United Kingdom

In the UK, the Algarve delegation will host an advanced training session on 7 July for sales teams and call centre staff at British Airways Holidays in Newcastle, highlighting the attributes that make the Algarve an attractive year-round destination.

Concurrently, from 7 to 9 July, the region will participate in "The Meetings Space North America Summer" in Prague, an international forum dedicated to business tourism (MICE) and luxury incentive travel for the North American market, where it will showcase competitive advantages such as air connectivity, high-end hospitality, and environmental sustainability credentials.

The transatlantic strategy also extends to Canada and New York City. In Canada, the Algarve tourism brand will be showcased on 9 July at the local travel agency association (ACTA) golf tournament in Milton.

In New York

On 15 July, the region takes centre stage in the "Road to World Cup" initiative in New York—a project by the Portuguese Football Federation, supported by Turismo de Portugal, designed to capitalise on the attention surrounding the 2026 World Cup.

This promotional event in the United States will feature presentations to the international press, the showcasing of major global sporting events held in the region, such as MotoGP, Formula 1, and the PGA Portugal Invitational, a culinary demonstration by Michelin-starred Chef João Oliveira (of the Vista restaurant), and a musical performance by Algarve-born artist Dino d’Santiago.