Portugal Picks a Canadian Voice

Visit Portugal has a new public relations agency in Canada. VoX International, based in Toronto, announced on 25 September that it is now the destination’s PR agency of record here. It will lead Portugal’s media relations and communications in Canada. VoX president Susan Webb is the media contact. PR account manager Samantha Carreira leads the account. According to VoX, she is of Portuguese descent, speaks the language fluently and has worked in travel and tourism for a decade.

Canada is a market Portugal wants to keep growing. Inês Almeida Garrett, Visit Portugal’s director for Canada, told TravelPulse in December 2024 that Canada had entered Portugal’s top 10 markets in 2023, ranking 10th for overnight stays and 9th for arrivals. She told PAX in October 2025 that 2024 was “our best year yet for Canadians”. In the VoX release she lists what Portugal wants Canadians to see: gastronomy and wine, culture and heritage, nature, the islands, and “the many regions of Portugal that are still waiting to be explored.”

If you’re travelling: Expect more coverage of the parts of Portugal beyond Lisbon and the Algarve, such as the islands, the wine regions and the interior. If you’ve already done the classic route, these are the places the tourism board now wants to show you.

Takeaway: A new Canadian PR agency usually means more media and advisor familiarization (FAM) trips. Tell Visit Portugal’s Canada office which regions your clients ask about, so those regions get on the program.

Sources

• VoX International, ‘VoX International named Visit Portugal’s PR partner in Canada’, 25 Sept 2026
• https://www.travelpulse.ca/news/destinations/cracking-the-top-10-canadian-visitation-to-portugal-on-the-rise
• https://www.paxnews.com/news/events/portugal-celebrates-record-canadian-visits-and-warms-more