Visit Portugal Appointed VoX International in Canada
The tourism board has selected VoX International to lead its public relations and media strategy across Canada.
Updated on Sept. 28, 2026 in Canada
Visit Portugal has officially appointed VoX International as its public relations agency of record for the Canadian market. The partnership aims to drive growth by promoting the countrys regions, culture, and unique tourism experiences to Canadian travellers.
Why it matters
The appointment serves to strengthen Portugal's presence in the North American market by establishing dedicated outreach initiatives. This collaboration is designed to foster deeper connections with local travellers through strategic media relations and targeted campaigns.
Samantha Carreira, who brings 10 years of experience in the travel and tourism industry to the role, will serve as the PR Account Manager. VoX International operates its headquarters out of Toronto to manage these national operations.
The players
Visit Portugal
This is the national tourism authority responsible for promoting Portugal as a premier travel destination to international audiences.
VoX International
Headquartered in Toronto, this firm specializes in public relations and marketing services specifically for the global travel and tourism sector.
Samantha Carreira
She is the designated PR Account Manager for the Visit Portugal account and has accumulated a decade of experience within the travel industry.
The details
VoX International will now lead all Canadian PR strategy and media relations initiatives for the European destination. The agency plans to execute a series of campaigns that highlight the diverse cultural offerings and regional experiences found throughout Portugal.
Timeline
The appointment of VoX International was announced on September 28, 2026.
Travel Outlook
This move reflects a broader trend of national tourism boards prioritizing specialized regional agencies to navigate the nuances of the Canadian market. Such strategic shifts are increasingly common as destinations compete for prominence during varying seasonal tourism cycles.
Travellers can expect to see an increase in promotional content, travel guides, and curated information about Portuguese regions across Canadian media platforms. These upcoming campaigns are designed to assist prospective tourists in identifying new destinations and cultural activities within Portugal.
The takeaway
Effective international tourism marketing often relies on local expertise to bridge the gap between foreign destinations and domestic audiences. By leveraging professional PR representation, tourism boards can more successfully reach potential visitors who are actively planning their next vacation.
Further reading
For more on industry developments in this region, visit the Canada section.
