Meeting the challenge

Very popular among tourists, Porto is now striving to increase its visibility on the international meetings stage.

Portugal as a whole has just a tiny percentage of the global business events market, having started relatively late. It could only look at growing its economy and leisure tourism after the 1974 revolution ended the dictatorship it had been under since 1933. Porto grew rapidly as a tourism destination with the rise of globalisation which more recently led to developing its meetings industry.

Initially put on the map by the Romans, Porto became Portugal’s most important trading city and has had strong links to the rest of the world since the Middle Ages. Its strategic location in Europe ensures easy access by air, land and sea. It’s halfway between Asia and the USA and the modern international airport connects to over 80 destinations worldwide.

“We develop marketing campaigns, both online and offline, to create awareness about the destination’s capabilities and offerings in terms of meeting facilities, accommodation and local attractions,” says Luis Pedro Martins, president of Porto and North of Portugal Convention & Visitors Bureau.

“Porto boasts a rich cultural heritage, vibrant gastronomic scene and warm and inclusive atmosphere. Moreover, it is a dynamic hub of innovation, housing a robust academic and research community alongside a thriving entrepreneurial ecosystem.”

Attending industry events and trade shows helps the bureau connect with potential international clients and decision-makers. “Membership of industry associations enables us to access valuable data to identify events with open bidding dates and select which ones to bid for,” says Martins. “We collaborate with scientific communities, local stakeholders, venues and service providers and assist with preparing bids, showcasing the destination’s advantages and offering logistical support.”

Porto University is known for its wide range of faculties and fields of expertise that can attract events in related areas such as medicine and healthcare, engineering and technology, environmental sciences, conservation and sustainability, business and economics, architecture, cultural studies and arts.

“When deciding which association events to pursue, we try to align events with the university’s strengths,” says Martins. So far it targets mainly associations with headquarters in Europe, particularly Brussels and Switzerland.

Porto has a number of versatile venues from historic buildings to state-of-the-art facilities. Alfândega Porto Congress Centre, in a prime location on the shore of the Douro River, is 150 years old. It’s one of the biggest centres in Portugal, accommodating congresses up to 3,000 people and exhibitions up to 10,000 sqm. It’s10 minutes from the main hotels and less than 30 minutes from the airport.

The Palácio da Bolsa (Stock Exchange Palace) dates back to 1834. It has 13 stunning rooms, the most decorated, the Arab Room, with golden Arabic script covering its walls and ceiling. It is suited to medium-size meetings and receptions and a maximum 1,200 seated for banquets. It’s in Porto’s city centre, designated a UNESCO World Heritage Site for its many remarkable buildings. Porto’s a treasure trove of museums, galleries, theatres, cinemas and concert halls and shoppers can browse traditional markets, craft shops, designer stores and vintage boutiques.

Accommodation is plentiful, topping over 20,000 five-, four- and three-star hotel rooms in Greater Porto. It has an efficient public transportation system comprising buses, metro and trams. A funicular connects the Ribeira riverbank neighbourhood to Batalha at the top of the city and Rabelo boats, the traditional cargo boats for transporting port wine, are used as tour boats these days.

Exploring the wineries is a great pre- or post-conference tour. Porto is a gateway to 14 wine regions producing not just port, the fortified wine from the scenic Douro valley, but other table wines and the slightly fizzy vinho verde from Minho province.

Porto still faces challenges to find ways for sustainable growth in the meetings segment, according to local PCO Pedro Cardoso. He was in hotel management when the convention bureau was formed in 1995 and joined a group of institutions, hotels, venues and other suppliers who saw an opportunity to integrate and grow the industry. He went on to found The House of Events (THE) PCO agency, recognising Porto could be a very strong player in the association meetings market, particularly medical and scientific congresses.

He says Porto has everything to support international meetings, from technical and technological companies to rooms with a large capacity and quality in terms of catering, and believes in organising sustainable events and implementing best practices with carefully selected partners.

One of THE’s clients was the European Aligner Society (EAS) which held its summer meeting and exhibition in the Hilton Porto Gaia in July last year. Dr Leslie Joffe, EAS CEO and executive secretary, says Porto had initially been recommended to him as ‘a hidden gem’ and the attendees loved it.

In September the International Society on Spondyloarthritides held its 1^st Workshop on Translational Medicine in Rheumatic Diseases in the Salle Noble of the Alfândega Congress Centre. Belgium-based Medicongress organises the society’s main congress in Gent every other year but CEO Werner van Cleemputts recommended Porto for the workshop to which 60 “big shots and upcoming stars” in the field were invited.

“We have worked with THE for over 20 years and are fully aware of Porto’s attractions for delegates and that it is budget-friendly,” he says. “THE arranged logistical support for us. In the morning, the delegates were brought across the river from the hotel to the congress centre in a typical Porto boat. The first evening we had a reception at the Quay of the Alfândega so we could admire the amazing views over the Gaia port wine area. The second evening we visited the WOW wine museum and had dinner sitting between the barrels.

“Everyone was excited about the discussions, the venue and for sure the great Portuguese food. As a result, the workshop will continue to be held biennially in Porto at the same venue.”

Contact

Mariana Sousa Pavão
International Promotion Coordinator
Porto and North of Portugal Convention & Visitors Bureau
T: +351 2233 326 751
E: [email protected]
https://trustofelia.feelthecall.pt/