Why Portugal Is One of Europe’s
Smartest Luxury Choices

Lisbon is one of those cities where the atmosphere immediately draws you in. Built across a series of hills overlooking the Tagus River, it’s a place of tiled façades, sweeping viewpoints and winding streets that seem to reveal something new around every corner. The historic trams are very much part of the city’s charm. They weave through narrow neighbourhoods and, combined with walking, make it an easy and fun way to explore. What I loved most was Lisbon’s food scene. There’s a real sense of creativity here, but without the formality that sometimes comes with fine dining elsewhere in Europe.

Michelin-starred restaurants sit alongside traditional tascas – small, unpretentious neighbourhood restaurants where simple local dishes are done incredibly well. Seafood appears everywhere, from grilled fish to beautifully prepared shellfish, and meals feel relaxed and sociable rather than overly formal. It’s sophisticated, but approachable and authentic, which appeals to many of our clients. In the evenings, Lisbon reveals another side of its culture through Fado, the traditional music of Portugal. I attended an intimate performance during my stay and was surprised by how moving and personal the experience felt. It’s not a grand concert setting, more often a small room where the singer and musicians perform just a few metres away.

Further north, Porto offers a completely different character from Lisbon. The city sits along the Douro River and feels deeply historic, with colourful houses stacked along steep riverbanks. It’s a place where centuries of maritime history and wine trading have shaped the atmosphere of the city. One of my favourite experiences here was riding a private historic tram along the river. It’s a nostalgic way to see the city from a different perspective. Of course, Porto is also synonymous with Port wine, and visiting one of the historic port lodges across the river is well worth doing. I spent time at Graham’s Port Cellar, where we learnt about the centuries-old craft behind the wine and enjoyed a generous tasting overlooking the Douro.

Lunch at The Yeatman overlooking the river was another highlight. Its restaurant has two Michelin stars and it’s a wonderful place to pause and take in the sweeping views across the Douro towards Porto’s historic riverside. Beyond the city, the Douro Valley itself is breathtaking. Terraced vineyards climb steep hillsides along the river, creating one of Europe’s most dramatic wine landscapes. Many of the estates here have been beautifully restored into small luxury retreats, offering privacy, exceptional views and wonderful food.

Portugal excels at experiences that feel slightly unexpected. One morning we visited a traditional sardine factory – something I initially wasn’t sure about when it was suggested! But it turned out to be fascinating. Guests can even take part in the full experience, joining fishermen at sea before enjoying freshly grilled sardines afterwards. Another memorable moment was in Coimbra, where we attended a private organ concert in the 18th-century St Michael’s Chapel. Hearing the historic instrument played in such an intimate setting was something very special.

One morning in Sintra we visited Pena Palace before it opened to the public. Exploring the colourful rooms and terraces before the crowds arrived made it feel much more intimate. These are the kinds of experiences that add depth to a journey and make it feel personal rather than simply sightseeing.