The Ireland Portugal Business Network (IPBN) is pleased to announce the 4th Annual Tourism Conference, which will take place in Lisbon, at TUMO Lisboa, on Wednesday, October 22, 2025, from 9:00 am to 1:00 pm, followed by a light lunch and a tasting of Portuguese wines.

This year's theme, " Searching for Authentic Experience: Responding to a More Environmentally Conscious and Discerning Audience ," will explore the evolving expectations of Millennial and Gen Z travelers—and how tourism, hospitality, and related sectors must innovate in response.

What to Expect

Maintaining IPBN's commitment to innovative conversations and sustainable business practices, the conference will analyze the intersection between tourism, ESG imperatives, and new consumer behavior.

The first session will feature academic experts from IPBN's partners, including Porto Business School Tourism Hub and the European University. These experts will share their perspectives on the changing values ​​of today's travelers and their implications for the future of work in tourism.

Next, there will be a panel discussion focusing on how these new trends are reshaping the hospitality industry.

The second half of the morning will highlight real-world case studies from the wine industry and other tourism experiences, demonstrating how companies are adapting their models to meet new expectations.

On display will be the ART&TUR International Film Festival, which will present award-winning tourism films selected as part of the program.

The initiative will be attended by Her Excellency Alma Ní Choigligh, Ambassador of Ireland to Portugal, and supported by Executive Partners and sponsors such as Brookes Property Group and Swissquote Bank Europe.

A unique opportunity to understand how the tourism sector in Ireland and Portugal is responding to a changing world.