The Center of Portugal is, ironically, rarely the centre of attention.
For decades, travellers have bypassed the country’s "middle bit" in favour of its more trodden destinations: the Algarve for sun, Porto for culture.
In fact, of the two million Brits who come to Portugal every year, less than 100,000 will explore this region.
But don’t be fooled – the Center of Portugal is an experienced host.
A hugely popular destination for domestic tourism, Portuguese residents account for 65% of its annual visitors. Every summer, locals flock to the region to enjoy its Atlantic coastline, medieval cities, and prestigious vineyards – all of which feel like they should be far more crowded than they are.
It’s almost like they don’t want the secret to be discovered.
Until recently, that is.
Last month, TTG and Visit Portugal brought six luxury travel agents to the Center of Portugal, showcasing firsthand what makes this underrated area so special.
Over four immersive days, the group experienced five-star accommodations, gourmet dining, and unique activities – giving them the confidence to sell the destination to their clients.
The Center of Portugal is known for its deserted yet idyllic beaches
Accommodation
The agents first stayed at Areias do Seixo, an eco-boutique property where slow living isn’t a buzz term – it’s a deeply ingrained lifestyle.
Located 45 minutes north of Lisbon, this adults-only hotel has just 14 guest rooms – all individually designed with a rustic finish – as well as 21 family-friendly villas.
These stylish homes offer either three or four bedrooms, terraces with private pools, and large open-plan communal spaces where guests can enjoy a wood-burning fireplace and panoramic ocean views.
“The setting is quiet and elemental, and the whole place seems to lean into nature in a way that feels intentional rather than trendy,” said Janet Lacey of Not Just Travel. “It gave me that rare mix of privacy, atmosphere, and a sense that you’re being looked after without being fussed over.”
This sentiment was echoed by Roam Travel’s Emma Norman, who hailed Areias do Seixo as the perfect option for “couples looking for a romantic escape, wellness travellers wanting to slow down and reconnect, and families or groups drawn to the privacy of the villas.”
Areias do Seixo's villas offer a family-friendly alternative to the adults-only hotel
If they don’t want to use their private kitchen, villa guests are welcome to enjoy a complimentary breakfast at Semear, the hotel’s main restaurant.
Here they can start their day with made-to-order dishes like French omelettes and vegan pancakes, or carb-load from the spread of freshly baked pastries and breads. Dinner is also served at Semear, where the chef uses local ingredients to prepare scrumptious plates of butter bean stew and bivalve rice.
Areias do Seixo’s sustainability credentials were another plus for the agents.
The hotel relies mostly on solar panels and geothermal energy via a thermal circuit, and much of the interior design – such as the steel drums repurposed as bedside tables – is the result of nifty upcycling. The only air conditioning you’ll find is the natural breeze of the Atlantic Ocean, which is just a scenic 10-minute walk from the property.
Areias do Seixo's villas feature upcycled furnishings and natural materials
A must-do at Areias do Seixo is the Circle of Fire, which takes place every evening on the hotel’s clifftop sand dunes.
Led by owner Marta Fonseca, this atmospheric ritual unites guests around a bonfire to sing songs and play instruments (regardless of musical talent) while drinking Portuguese wine and iced tea. There’s even the option to dress up in hooded cloaks – if you’re feeling particularly mystical.
Cas’Amaro Wine Villa in Alenquer was another favourite amongst the agents. A 45-minute drive from Lisbon Airport, this charming guest house is ideal for nature and wine lovers alike.
The contemporary property sits on 4.5 acres of organic grapevines, all of which are strictly native to the region, and prides itself on specialising in Portuguese wines. Guests visiting in August are invited to participate in its Harvest Programme, which involves hand-picking grapes, foot-treading, and, of course, tasting the final product.
Wine estate Cas'Amaro has three luxury suites with a capacity of two guests each
Cas’Amaro also offers an impressive wedding package, in which couples can marry amongst the vines and stay in one of its three boutique villas overnight.
“I have not stopped talking about Cas'Amaro since I got back,” said Travel Counsellor Leah Mackey. “Rui, the director, is the most hands-on host I have come across. He poured us wine, showed us around, and was boxing up bottles as we bought them. Nothing was ever a 'no'; whatever a guest wanted, he found a way.”
For their final night, the agents checked into Valverde Santar Hotel and Spa, a Relais & Châteaux member.
Located 90 minutes from Porto in the 17th-century Casa das Fidalgas estate, this property has just 21 guest rooms – the majority of which are designed to feel aristocratic and grand.
The exception to this theme is Suite Duque de Viseu, which can accommodate up to four people and offers a more modern, airy finish compared to the baroque style of the hotel’s other rooms.
Housed in the former winery is a state-of-the-art spa, where guests will find a heated pool framed by stone arches, a hammam, a sauna, and an ice fountain. There’s also an extensive treatment menu courtesy of Vinoble Cosmetics and Comfort Zone, as well as restorative yoga and clinical Pilates classes.
Valverde Santar Hotel and Spa offers a peaceful retreat from the buzzier coastline
Outside, a heated lido features a stone shell and crystal-clear water, making it feel more like a historic fountain basin than a man-made pool.
“Valverde Santar Hotel felt a little like a Belmond property – very quaint with high-quality surroundings, food, and a peaceful atmosphere,” said Theresa Green of Aardwolf Travel.
Guests of Valverde Santar Hotel and Spa also receive complimentary passes to the neighbouring Santar Vila Jardim, a landscape project that is a must-visit for any horticulturist.
Expect a maze of secret gardens, lush vineyards, vegetable plots, and centuries-old magnolias – all brought to life by one of the estate's expert guides.
Guests of Valverde Santar Hotel and Spa receive complimentary access to Santar Vila Jardim
Dining
The Centre of Portugal is a diverse culinary destination with restaurants to suit every budget.
In Óbidos, the agents enjoyed a relaxing dinner at Tavola Lagoa, a waterfront spot that specialises in fresh catches straight from the lagoon.
Highlights included its amêijoas (clams), fresh lobster, and percebes (barnacles), as well as homemade Pastéis de Nata and berry cheesecake.
In Viseu, they had lunch at Flora, a Michelin Bib Gourmand restaurant that offers surprise tasting menus of locally sourced dishes. Unique recipes include rye porridge bread with cultured butter, rice with prawn tartare, and crispy brioche with rhubarb chutney and mushroom parfait.
“I was really impressed with the bespoke food and wine matching at Flora,” said Helen McEvoy of Wine Travel Experts.
For their last supper, the agents visited Mesa de Lemos in Dão – a fittingly divine experience.
Embedded into the hillside’s natural contours, this Michelin-starred restaurant serves livestock from the surrounding Caramulo and Estrela mountains alongside fresh fish from the Atlantic coastline. Highlights of its tasting menu include Cabrito (a goat meat stew) and tender veal from Lafões.
“Mesa de Lemoswas like somewhere out of a movie with a space-age theme!” said Simone Howe of Deven Travel. “The food came out on various different objects which fascinated me.”
Experiences
If there was one realisation every agent had during their visit to the Center of Portugal, it was: “There’s so much to do!”
“I was blown away by how much it offers,” said Janet. “The Center feels like Portugal’s sweet spot: authentic, quietly luxurious, and experience-rich. It’s ideal for clients who want quality and depth, but don’t want crowds. There is so much to see, do, and experience! I had no idea!”
As well as showcasing its premium accommodations, the trip highlighted the region’s bounty of activities. The agents learned about its energetic watersports culture at Noah’s Surf House (the laid-back sister property of Areias do Seixo) and took a sunset boat ride on Óbidos’ famous lagoon with Intertidal Outdoor Experiences.
Óbidos, a 14th-century town entirely enclosed by stone walls, was favourite amongst the agents
They also enjoyed tours of Coimbra, Portugal’s former capital city, and Viseu, which is celebrated for its lush green spaces.
The overall prize for the agents’ favourite stop, however, went to Óbidos.
Located about an hour from Lisbon, this 14th-century town is entirely enclosed by towering stone walls and offers breathtaking views of the surrounding region. It’s also famous for its tradition of serving Ginja, a cherry liqueur, in a tiny dark chocolate cup.
“Óbidos is unlike any other place I have been to; this means it will be of great interest to our clients as they love something quirky and different,” said Simone.
The agents were impressed by the scope of experiences the Center of Portugal offers
Now that a month has passed, the agents have spent the past few weeks actively promoting the Centre of Portugal to their clients.
Many are selling it as a multi-stop trip combined with Porto and Lisbon – having been pleasantly surprised by the region’s high-quality roads – while others are keen to highlight its unspoilt nature and exclusive accommodations.
One agent, however, has been so impressed that she’s gone a step further.
“I’m planning my own holiday to the Centre of Portugal in 2027,” Helen said. “That says it all!”
For more information, head to Visit Portugal's Center of Portugal guide.
