Lisbon, Portugal — The Ireland Portugal Business Network (IPBN) is pleased to announce the 4th Annual Tourism Conference, taking place on Wednesday, October 22, 2025, at TUMO Lisboa (Unicorn Factory) from 9h to 13h, followed by a networking lunch and a Portuguese wine tasting.

This year’s conference, themed “Searching for Authentic Experience: Responding to a More Environmentally Conscious and Discerning Audience,” will explore how Millennial and Gen Z travellers are reshaping the tourism, hospitality, and wine industries—and how businesses can adapt to meet their expectations.

Conference Highlights
In keeping with the IPBN’s commitment to forward-looking dialogue and sustainable business practices, the program will examine the intersection of tourism, ESG imperatives, and shifting customer behaviour through a mix of academic insights, business perspectives, and case studies.

• Panel 1: Academic experts from Porto Business School (PBS) Tourism Hub and Universidade Europeia (UE), including Rita Marques, Former Secretary of State and Champion of the Tourism Innovation Hub at PBS, and Sofia Almeida Tourism and Hospitality Coordinator at UE, will discuss the changing values of today’s travelers.

• Panel 2: A business and hospitality-focused panel featuring Roberto Antunes of NEST Innovation Tourism Centre and Francisco Dias of ART&TUR International Tourism Film Festival will dive into the industry’s practical responses to new trends.

• Panel 3: IPBN members, including PURUS, SEE Countries, and others, will showcase how hospitality businesses are innovating to deliver authentic experiences.

• Panel 4: Leaders in the wine sector, such as BREW & GLU, Quinta da Corrieira, and Vidavinho, will share how authenticity and adaptation are driving success in the industry.

In addition, the conference will host a special presentation from the ART&TUR International Tourism Film Festival, featuring selected award-winning films that highlight creativity and cultural storytelling in tourism promotion.

Confirmed Speakers and Guests
The event will be opened by H.E. Alma Ní Choigligh, Ambassador of Ireland to Portugal, with contributions from the IPBN’s academic partners, business members, and Board.

Special Thanks
The IPBN extends its gratitude to its Executive Partners and to Brookes Property Group and Swissquote Bank Europe, this year’s sponsors, for their invaluable support.

Networking Lunch and Wine Tasting
Following the morning sessions, guests are invited to a networking lunch accompanied by a Portuguese wine tasting experience hosted by Petra Bakker (Vidavinho).

Why Attend
Arnold Delville, General Manager of the IPBN, said:
“The tourism sector is undergoing profound change. This conference is an opportunity to bring together academics, industry leaders, and entrepreneurs from Ireland and Portugal to exchange ideas, forge partnerships, and explore how authentic and sustainable experiences can shape the future of tourism.”

You will find the full program here where you can already register.

For more info, contact Arnold Delville, IPBN General Manager: arnold.delville@ireland-portugal.com, +351 968 764 790