As the premium travel segment continues to evolve, understanding what drives travellers’ decisions has never been more important. At QSP SUMMIT 2026, Porto and North of Portugal Tourism Board hosted the Special Session “How Destinations Win the Premium Traveler”, bringing together internationally recognised experts to explore the trends, expectations, and strategies shaping the future of luxury and premium travel.

The conversation featured António Paraíso, Consultant, Advisor & Speaker on Luxury Marketing, Dora Simões, President of the Vinho Verde Viticulture Commission, Greta Kamaterou, Senior Director of Supplier Relations at The Affluent Traveler Collection, and Sheree M. Mitchell, Founder & President of Immersa Global. The session was moderated by Madalena Dinis, Executive Director of Porto and North of Portugal - Convention & Visitors Bureau, who stepped in on behalf of the President Luís Pedro Martins. Together, they shared valuable insights on how destinations can create meaningful connections with travellers seeking authenticity, exclusivity, and memorable experiences.

The session provided an excellent opportunity to exchange ideas, challenge perspectives, and reflect on how Porto and the North of Portugal can continue to enhance their positioning within this highly competitive segment.

A special thank you to QSP Summit and to all speakers who contributed to such an inspiring discussion.