Porto and North of Portugal: 30 years of the Convention Bureau

# tags: ICCA , Events , Porto and North of Portugal

In 2025, the Porto Convention Bureau celebrates its 30th anniversary. Ideal opportunity to speak to Luís Pedro Martins, president of Visit Porto and North of Portugal.

How have these 30 years of CVB contributed to the affirmation of Porto and North of Portugal as an international MICE destination?

Since the Convention & Visitors Bureau was founded in 1995, Porto and North of Portugal has established itself as a benchmark destination in the MICE segment. That year, we were in 85th place in the ICCA world ranking; today, we’re in 23rd place. This very considerable leap forward, particularly in the last five years, is the result of a very clear commitment on the part of the last directors of Visit Porto and North of Portugal and an integrated strategy that combines innovative marketing campaigns, such as Ofélia de Souza’s, which has won international awards on several continents, with close collaboration between the private sector, Visit Portugal and highly prestigious international networks.

This is undoubtedly the tourism product that has received the most strategic investment in recent years. By joining international networks such as ICCA, IAPCO and EUCVB, City DNA and MPI, we boost not only business for the region, but also knowledge and the sharing of good practices. This positioning allows us to compete alongside internationally renowned cities that, like Porto, have made business tourism an engine of economic and reputational growth.

What is the greatest legacy that all these events have left on the city and the region?

The legacy of these events goes far beyond the immediate economic impact. The knowledge acquired, the innovation generated and the empowerment of the community are fundamental pillars. We are developing a pioneering project that aims to create a good practice guide to increase the positive impact of events on local communities.

This project will be launched on two occasions: at IAPCO Edge and at the ICCA World Congress, where we have committed to involving 40% of staff from educational institutions and social organisations that support people with disabilities or in vulnerable situations. This is our way of ensuring that the events leave a lasting impression, promoting inclusion and social responsibility.

How important is it for you to host the ICCA World Congress in the year you celebrate three decades of work?

This event is not only recognition of our organisational and innovative capacity, but also a unique opportunity to show the world the best that the city of Porto and the region have to offer.

It’s also a great responsibility to welcome the main MICE players to our destination. From the outset, we have felt enormous enthusiasm and support from various fronts, and we are working with a wide range of local, national and international partners to ensure that we deliver the best congress ever. The goal is clear: to make this the congress with the most positive impact, leaving a legacy that will be reflected not only in the region, but also in future editions of ICCA. We want the event in 2025 to be a benchmark for innovation, sustainability and community involvement, setting new standards for congresses to come and making it a good example for benchmarking.

But 2025 will be much more than the ICCA Congress. We will start in the best way, with the Michelin Gala, and throughout the year we have a programme of activities and events focused on our partners, promoting training, networking and the appreciation of personalities and ambassadors who have contributed to our international success. Let’s celebrate our legacy, but also prepare for the future by strengthening strategic alliances and creating new opportunities. Because we believe that, together, we are inevitably stronger and capable of taking Porto and North of Portugal to an even higher level.

What is Porto and North’s commitment to becoming a more sustainable destination?

Sustainability is a central pillar of Porto and North’s strategy. We are fully committed to positioning the region as a global benchmark destination in this field, balancing economic growth with environmental and social responsibility. This commitment is reflected in a series of initiatives that we have been implementing.

One of the main actions is the ‘I am In Sustainability’ programme, which aims to mobilise and support players in the sector in adopting more sustainable practices. The idea is clear: we want to promote a significant change in the way tourism is managed, encouraging companies and partners to make sustainable commitments in areas such as the environment, the economy, culture and social inclusion. We are active members of the Global Sustainable Tourism Council (GSTC), the international reference organisation for sustainable tourism. This step is crucial in our journey towards certification as a ‘Sustainable Destination’, which will further strengthen our position in international markets.

Another key project is the Regional Sustainable Tourism Observatory, which we created in partnership with Turismo de Portugal and CITUR - Centre for Tourism Research, Development and Innovation. This observatory allows us to closely monitor tourism supply and demand, ensuring that the sector is developed in a balanced way and that it contributes to reducing regional asymmetries.

In short, our goal is clear: not only do we want to reduce the carbon footprint of events and promote more inclusive practices, but we also want to preserve and enhance the region’s cultural and natural heritage. We believe that by working together with our local, national and international partners, we can build a more sustainable future and ensure that Porto and North of Portugal remains at the forefront of responsible tourism.