The Algarve, Reimagined: A Journey of Discovery

Portugal is a destination most travel advisors know well. But the Algarve is different.

Often recognised for its coastline, climate and ease, it’s a region that hasn’t yet been fully explored or understood within the luxury travel space. And that’s exactly what brought us here.

Our recent visit wasn’t just about planning an event. It was about discovering how the Algarve can be experienced differently, and how we can help bring that to life for the advisors and partners we work with. Over a few days, we travelled across the region, meeting the people behind it, experiencing its contrasts, and uncovering the depth that often goes unseen.

What we found was a destination full of possibility.

Cristina from Portugal No Limits welcomed us in the best possible way, not with a formal introduction, but by taking us straight into local life. We sat down for a traditional frango lunch, a simple grilled chicken dish that is a staple of the region, and it immediately set the tone. Generous, relaxed, and full of flavour, it felt like a great introduction to the Algarve.

From there, we checked into the Viceroy at Ombria Algarve, our host hotel for the event. It didn’t feel like a typical hotel, more like stepping into your own small town. The layout, the pace, the atmosphere, everything felt considered but easy. In our rooms, we were welcomed with pastéis de nata, local wine, honey and salt, small touches that quietly connected us to the destination from the very beginning. It’s the kind of place where guests can arrive and immediately feel settled.

The following morning took us into Faro, where we met with Hugo Nascimento from Visit Algarve. It was a key moment, and in many ways, a long-awaited one. There has been a shared ambition for some time to bring Journeys to the Algarve, and this felt like the point where that vision was really beginning to take shape. The conversation focused on how the Journeys Fam-Meet® format will come to life here, not just as an event, but as a way to showcase the destination in a more immersive and meaningful way. From there, we began to explore.

The Algarve revealed itself through contrast.

We stepped into Teatro Lethes, a space full of history and atmosphere, dating back centuries. Once part of a Jesuit college, it now carries that layered past within its walls. Ornate details, rich tones, and an intimate setting make it feel less like a venue and more like stepping into a story.

Not long after, we found ourselves at the Conrad Algarve, where we were welcomed by Rui Montes. The shift was immediate. Polished, structured and refined, the Conrad offers a completely different perspective. It reflects the Algarve at its most elevated, where precision and attention to detail shape the experience. We spent time re visiting the property before sitting down for lunch, which was exceptional. Thoughtfully composed, beautifully presented, and full of flavour, it felt like a true reflection of the region’s growing strength in gastronomy.

We then continued to the Museu Municipal de Faro, adding another layer again, one that speaks to the heritage and identity of the destination. Then, just as quickly, everything shifted.

We were out on the water, travelling by speedboat across to the Ria Formosa, arriving at a small desert island, home to Estaminé. It felt completely removed. Open skies, soft sand, and a stillness that is hard to describe. One of those moments where everything slows down and you begin to see the Algarve differently.

From there, we continued into Loulé. Quaint, creative, and full of life. Walking through its streets, visiting small artisan shops, meeting the people behind the work, it felt authentic in a way that’s becoming increasingly rare. Many of the pieces were handmade and painted by the owners themselves. We couldn’t resist and ended up taking a few pottery pieces home with us, small reminders of a place that felt deeply connected to its roots.

As we moved further west, the Algarve continued to shift. We explored the potential of bringing guests out onto the water at scale with Algar Experience, opening up a completely different way to experience the destination. At one point, we paused for lunch at the Grande Real Santa Eulália Resort, sitting above the deep blue sea, the sun warming our skin, enjoying simple club sandwiches. It was relaxed, effortless, and exactly what the Algarve does so well.

Then came something entirely unexpected. The Autódromo Internacional do Algarve. A bold, high-energy space that completely changed the pace. We were lucky enough to hear a race car in action, and suddenly the destination felt even more dynamic, more diverse, more surprising than we had imagined.

That evening, we arrived at Vila Vita Parc, just in time to meet Katya Bauval for dinner at Atlántico. As the sun set, the atmosphere shifted again. Calm, warm, and quietly spectacular. The food was incredible, thoughtful, flavourful, beautifully executed, but it was the overall feeling that stayed with us. Effortless. Calm. Complete.

Our final stop took us to Arvad Winery, surrounded by rows of vines, endless blue skies and warm sunlight. A calm, grounded ending to a trip that had shown us so many different sides of the Algarve.

What became clear over these few days is that the Algarve is not one single thing. It is many.

And that is exactly what makes it so exciting for Journeys. While Portugal is a well-established destination for many travel advisors, the Algarve itself still feels relatively undiscovered in comparison. It offers depth, quality and diversity, but hasn’t yet been fully explored or understood within the luxury travel space. That’s where this edition comes in.

We’re not just bringing people here to attend an event, we’re creating an opportunity to experience the Algarve properly, to understand what it can offer, and to confidently bring it into their portfolios. We didn’t leave with one clear programme, we left with a challenge. There is simply so much to choose from, so many strong experiences, venues and partners, that the next step is not finding ideas, but carefully selecting the right ones.

And that is where the real work begins. Because what we are building here is not just an event, but a platform for discovery, one that introduces the Algarve in a way that feels both meaningful and commercially valuable.

Next stop for the team is Ibiza in May, but for now, the Algarve has firmly set the tone.

More to come soon.

Alessia and the Journeys Team