Algarve to promote itself in New York during World Cup

The Algarve will take centre stage in New York City this week as the region looks to capitalise on the international attention generated by the 2026 FIFA World Cup to attract more American visitors.

On Wednesday, July 15, the Dia do Algarve (Algarve Day) programme will take over the Portugal House venue at Brooklyn’s Time Out Market, showcasing the region’s gastronomy, culture and major international sporting events to journalists, travel professionals and members of the public.

The event forms part of the Road to World Cup initiative, organised by the Portuguese Football Federation (FPF) with the support of national tourism board Turismo de Portugal to promote Portugal in the United States during the tournament.

Although Portugal has already been knocked out of the World Cup, organisers say the Portugal House continues to attract large numbers of visitors thanks to the tournament and the popularity of the Brooklyn venue, which welcomed around 335,000 visitors in June. A live broadcast of one of the World Cup semi-finals on July 15 is also expected to draw large crowds.

The programme will begin with a presentation highlighting the Algarve’s year-round tourism offer, alongside showcases of some of the region’s flagship sporting events, including the Formula 1 Portuguese Grand Prix, MotoGP and the PGA Portugal Invitational, “reinforcing the Algarve’s reputation as a destination for sports tourism and big events”, tourism authorities say.

The region’s cuisine will be represented by Michelin-starred chef João Oliveira, from Vista restaurant in Portimão, who will host a live cooking demonstration followed by a tasting inspired by Algarve flavours.

The day will conclude with an outdoor performance by Algarve-born musician Dino D’Santiago, whose concert overlooking the Brooklyn and Manhattan bridges will be open to the public.

André Gomes, the regional tourism chief at the helm of Turismo do Algarve, said the initiative is designed to present a modern image of the region to one of its fastest-growing tourism markets.

“Today, travellers are looking for destinations that combine quality, authenticity and memorable experiences. That is the image we want to project in New York: a contemporary, creative Algarve that welcomes major international events and celebrates its culture and gastronomy while remaining true to its roots and genuine character which sets it apart from other destinations.”

He added that the United States represents one of the Algarve’s markets with the greatest growth potential.

“Taking part in the Casa de Portugal programme during the World Cup is an unmissable opportunity to showcase the destination at a time of enormous international visibility,” Gomes said.

Michael Bruxo

Journalist for the Portugal Resident.