Spain’s southern region of Andalusia is participating in the 36th edition of the Better Tourism Lisbon Travel Market, reinforcing its strategy to expand visibility in Portugal and deepen cross border tourism cooperation. The annual event, widely known as BTL, is taking place at the Feira Internacional de Lisboa from February 25 to March 1, 2026.
Recognised as one of the largest tourism fairs in Europe, BTL gathers tourism boards, travel operators, hospitality companies and destination managers from across the continent. For Andalusia, the Portuguese market remains strategically important due to geographic proximity, cultural affinities and strong transport connections between southern Spain and Portugal.
The Andalusian delegation is presenting its tourism offer through a 108 square metre exhibition stand designed to represent the region’s eight provinces. The stand highlights Andalusia’s diverse tourism segments, including cultural heritage, gastronomy, coastal destinations, rural tourism and city breaks. Alongside regional tourism authorities, several small and medium sized tourism enterprises are attending the fair to promote local experiences and services directly to buyers and visitors.
BTL 2026 is open to both industry professionals and the general public. The fair runs daily with extended evening hours toward the end of the week, allowing tourism operators to conduct business meetings during professional sessions while also engaging directly with consumers over the weekend. This dual B2B and B2C format is considered a key advantage for destinations seeking broader exposure.
Portugal continues to rank among Andalusia’s most consistent international source markets. According to regional tourism data, Portuguese travellers frequently choose Andalusian cities such as Seville, Málaga and Granada for short breaks and cultural tourism. Coastal destinations in Cádiz and Huelva also attract Portuguese visitors, particularly during summer months.
Participation at BTL provides Andalusia with a platform to consolidate partnerships with Portuguese tour operators, airlines and travel agencies. It also supports efforts to promote year round tourism, positioning the region as more than a seasonal beach destination. Officials aim to increase visitor flows during shoulder seasons promoting cultural festivals, gastronomy routes and inland experiences.
Tourism remains a significant contributor to Andalusia’s regional economy, generating employment across hospitality, transport and cultural sectors. Strengthening ties with Portugal aligns with broader European tourism recovery trends and cross border mobility growth following recent years of market volatility.
At the Lisbon exhibition centre, Andalusia’s presence reflects a wider push among European regions to compete for international travellers through targeted promotion and strategic market positioning. Organisers expect thousands of industry professionals and visitors to attend the 2026 edition, reinforcing Lisbon’s role as a key hub for European tourism networking.
