The Countercurrent Show Tapping Into Boutique (Social) Capital
by Jacques Ledbetter
From October 7-9th, advisors from across Europe gathered in the Douro Valley to participate in a boutique, results-oriented show that’s running under-the-radar. (Photo courtesy: Fabio Pinheiro, IG: @FabioAzur)
Overview & Context
There seem to be two mindsets in the trade show world right now: the one that’s focused on growth, and the other that’s focused on quality. Perhaps they’re compatible - perhaps not in some cases - but industry colleagues are already asking themselves the question: “Which ones should I attend, if any?” Many advisors report a preference for smaller shows, but the temptation is sometimes hard to resist when it comes to the hustle and bustle of a big blowout.
But for all the trade shows out there, one in particular piqued the curiosity of this publication.
What few may know is that while the Access Luxury Travel Show (or ALTS) was created just three years ago, its roots in the industry run much deeper than that. The show’s parent company, ACCESS Marketing, has been serving as a hotel representation agency since 2008. In 2022, the agency decided to expand upon its years of hosting internal workshops to transform them into open industry events. That’s when ALTS hit the scene.
The editions in Portugal are usually hosted in locations closer to the coast, but last week concluded its first edition in the Douro Valley with 94 attendees, including 48 qualified buyers representing nine countries: the UK, Portugal, Spain, Italy, Switzerland, the Netherlands, France, Belgium, and Denmark. Together, these agencies represented an estimated €93 million in annual booking power (or a per-buyer annual sales average of just under €2 million), underscoring ALTS’s position as a boutique, but commercially-effective trade platform.
Since relocating its headquarters to Portugal in 2023 the show has expanded from two annual events to six, introducing new formats that blend three-day events, curated dinners, and roadshows. The series now spans the entire European continent, and despite its growth it seems to have held on to its defining and straightforward character - intimate scale (~120 max.), personal connections, local immersion, and measurable results.
The business casual and colloquial vibe are fostered by an all-female crew lead by Daria Mironova, Head of Business Development at ALTS and who celebrates 11 years with the company next month. One can only wonder if that contributed to the festive quality of this edition of the show, but let’s not digress. Here are the top highlights of ALTS Douro Valley 2025!
Top Moments
First Edition in the Douro Valley Kicks Off
The Pacheca Group was a supporter and provided the host hotels for the show. The main event was held at the namesake property, Quinta da Pacheca, which was awarded a Michelin key this year. Participants stayed at three different properties within a ~15min driving radius. The opening event was held at Quinta São José do Barrilário, a hotel with a good sense of place and which opened just last year. Attendees gathered to enjoy Porto Tónico amidst the stone and wooden textures of the hotel, as well as a brilliant view of the Douro Valley at sunset.
Opening remarks by the hosts and sponsors were kept short and sweet to give more time for mingling and introductions. Canapés and hors d’oeuvres were served before the main buffet-style dinner, which had plenty of variety as well as a chef serving from an open-air charcoal grill. In other words, Portugal’s finest gastronomic culture was on full display. A bit meaty to be sure, but also delicious. That and the live DJ set an upbeat tone for the event right from the get-go.
Lunch Outside, in October
Hellooooo al fresco! It’s literally a breath of fresh air once you’ve been to a show or two and expect something much more formulaic. These are the moments that make events truly stand out. Lunch outside was a complete surprise, as the agenda had listed the location merely as “the terrace in front of the meeting space.”
Everyone was smiling. Despite being apart from loved ones at home who might be enduring cloudy, rainy weather and the initial onset of winter, it was an occasion that gave one undeniable pause. Many relished the cuisine, which was very good and of course came with wine pairings from the property. Others took a rare, deliberate moment during the waning moments of summer to soak in the warmth of the sun, to feel the breeze, and to inhale the fragrance of freshly cut grass. The phrase “Look at where we are” was overheard.
Perhaps it’s no wonder the meeting times were thrown off a bit on a day like this. Attendees were too busy enjoying each other’s company. Isn’t that the point?
View the full picture gallery here
Gala Dinner in an Active Port Wine Warehouse
The event at Quinta da Pacheca was impressive, and was elevated by the recommended color palette advised by ALTS - attendees were to dress in the golds, reds, rosés, and purple hues of the wines of the Douro, a fitting and clever inspiration.
It began with locals sharing their culture through traditional dance, dress, and music in the courtyard. A handful of people from the show even joined in, or just enjoyed watching over canapés and a Porto Tónico. Afterward, dancers sang to and welcomed the procession of the show’s attendees into the night’s grand dining hall (pictured above). They were greeted by an ornate setup and live local musical artists, who performed for the duration of the dinner. How often does one get to dine amongst giant barrels of 20-30yo port? The three-course dinner began with an unbelievably delicious asparagus cream soup. The sea bass and chocolate cake followed suit accordingly.
Perhaps this was a function of the location, but every evening event of the show ended by about 9:30pm and attendees were typically back to their rooms by 10pm.
Cultural Immersion
There were six different activities that participants could choose from: river tours on either a luxury yacht or vintage boat, tile painting, a valley bike tour, a vineyard walk, and a port wine cellar visit (the latter two naturally came with tastings). Despite almost 100 people going to various locations, transfers were seamless.
Briefly switching voices for a moment, my personal experience was with the tile painting. While it’s not typically something I’m attracted to, considering the context and the importance of tile to Portugal’s identity I decided this was a good opportunity to try it. Being guided by two masters to paint my own tile proved to be the exact mental health break I needed after so many meetings, and the Six Senses Douro Valley is kindly shipping that personal memento to me after a six-hour firing process.
That keepsake will serve as a valuable totem for me personally, and underscores how the activities at this show had their fair share of flair but were thankfully heavier on context.
View the full picture gallery here
Closing Event
If anyone needs a lesson on the value of “high-risk high-reward,” they ought to look no further than the host venue of the final event: Quinta da Vacaria, part of Torel Boutiques (see below). According to Ingrid Koeck, Partner at Torel Boutiques, this was the inaugural event that opened their new winery.
Opening your shop with a trade event, and probably the toughest crowd there is?! Wow. One has to respect that boldness. But Fortune favors the Bold, as they say.
While table space was a bit limited, the food and wine was very good and the band was not pulling any punches, lighting up the crowd with modern interpretations of big hits from the 80s and 90s. The cherry on top was access to the wine cellars below, even if that was overshadowed by the amazing music and the upbeat crowd. That band was H-O-T-T HOTT!!
Top News from the Trade Show Floor
The Mythic Sana, Lisbon
From the family behind Epic Sana Lisboa and SANA Hotels, a new chapter begins with The Mythic Sana, opening this December in downtown Lisbon. The four brothers leading the group have also expanded internationally with two new hotels in Casablanca in the works and one on the outskirts of Paris already in full throttle. The Mythic Sana will feature 48 suites, 24/7 Golden Sleeves butler service (the first in Portugal to feature this service), and no housekeepers - only trained butlers providing fully insured, bespoke service. With two private airstrips on the outskirts of Lisbon, the property promises seamless arrivals for jet-set guests. Bookings opened October 14th, with the hotel positioned as Sana’s most discreet and personalized offering to date.
Trade contact: Miguel Rito, Website
Hotel Kämp, Helsinki
Hotel Kämp, a Virtuoso and Leading Hotels of the World member and part of Nordic Hotels & Resorts, has stood at the center of Helsinki’s history since opening 30 years before Finland’s 1917 independence. The landmark property is now in the final stages of a €100 million refurbishment which is scheduled for completion next year. What’s notable is that the hotel has never closed - not during the Second World War, the Covid-19 pandemic, or even this self-described ‘rebirth of the legend’ refurbishment. The new restaurant and bar will be completed in November. Each room has its own book chronicling the hotel’s past, and a new annex that includes a new signature suite (pictured) named after a Finnish composer Jean Sibelius just opened this past May. Other highlights include executive suites with private saunas - a fitting touch in a country said to have more saunas than cars.
Trade contact: Patricia Herlin, CIS, Website
Exterior of the new Galaxy Zibó. Photo courtesy: Galaxy Cruises
Galaxy Cruises, Costa Rica-Pacific
Galaxy Cruises continues to set itself apart as a trade-first cruise operator, with 80% of its business B2B and convenient commission rates and perks for Serandipians advisors. Advisors can access a dedicated booking portal to check live rates, hold dates for up to 72 hours, and receive unique login codes after business email verification. The recently launched Galaxy Fleet website now serves as a promotional asset for advisors which features a multimedia hub offering royalty-free videos and other client-facing materials. The company will debut the new Galaxy Zibó in the Pacific Coast of Costa Rica this November, part of an expansion beyond the Galapagos to other iconic destinations such as Alaska, Mexico and the Caribbean in the future. Uniquely, the company conducts small, clandestine fam trips alongside real guests for a more authentic experience.
Trade Contact: Manuel Patino P., B2B Portal
Giacomo Luxury Bike Tours
Giacomo Luxury Tours has introduced an exclusive six-stage cycling journey through Tuscany, blending challenge and refinement across Siena, Montalcino, Pienza, Montepulciano, Chianti, San Gimignano, and Florence. Designed for intermediate cyclists, the program includes stays in 5-star hotels and boutique villas such as Locanda dei Logi and Podere Spedalone, with wine-paired dinners, private tastings, and full Mercedes-Benz support throughout. Exact routes and hotels will be finalized in the next few weeks.
Guests receive custom Giacomo and Gobik cycling apparel as well as daily post-ride massages. Tours run year-round. Bookings are open for travelers 16+ until the end of November, and travel advisors earn 20% commission.
“The bikes and apparel are top notch,” commented Niall Douglas, Managing Director of Full Circle Travel.
Trade contact: Gilberto João Sampaio
Four Seasons Resort Mauritius at Anahita
Situated on Mauritius’s east coast, Four Seasons Resort Mauritius at Anahita stretches across 64 acres of tropical gardens and lagoon. The property has 90 one-bedroom, private pool villas plus the royal villa and some residential villas ranging from two to five bedrooms. Rounding out the experience is an overwater spa, seven diverse dining venues, and access to two golf courses. Anahita Golf Club was designed by “The Big Easy” Ernie Els and meets USGA standards. Following an extensive refresh, the resort reopens in November, reaffirming Four Seasons’ presence in the Indian Ocean. Bookings are now open for the winter season.
Trade contact: Lucy Benyamina, Website
Honorable Mentions
Convento do Espinheiro, Historic Hotel & Spa
Set on 23 acres outside Évora, a UNESCO World Heritage city, Convento do Espinheiro occupies a 15th-century convent that embodies Alentejo’s heritage, gastronomy, and landscape of vineyards, marble, and cork forests. The 92-room hotel blends restored monastic architecture with contemporary design and Michelin-praised cuisine served in cloisters and olive groves. Currently refurbishing 40 rooms for completion by the end of January 2026, the property will remain open throughout as it continues to develop. Virtuoso-affiliated, it offers 20% commission and extends equivalent amenities to other leading consortia.
Trade contact: Carlos Matuto
Torel Boutiques is a Portuguese luxury collection which prioritizes sense of place and describes itself as being “Artisans of Memories.” Currently the brand has eight hotels across Portugal, the most recent being the Torel Terra Brava in the Azores, which opened in July. Another new opening is planned for late 2025/early 2026, though details remain elusive. Each property tells a distinct story - from Portugal’s navigators and literary figures to its culinary heritage. Two of its hotels are Virtuoso partners, offering similar amenities to members of other top consortia. Highlights include its Michelin-star restaurants 2Monkeys and Blind (in Lisbon and in Porto, respectively), spanning four historic buildings and featuring Portugal’s most Michelin-decorated chef, the Black Pavilion urban oasis, and the Dukes Bar, a classic English-style pub with original ceilings.
Trade contact: Sandra Ramos
Rising from the former port wine warehouses of Vila Nova de Gaia, the Tivoli Kopke Porto Gaia Hotel combines heritage and rhythm in one of the city’s most atmospheric settings. The 150-room property overlooks the Douro River and Dom Luís I Bridge and is still an active 1,200-square-meter port wine warehouse. Not all areas are open due to daily operations, but they are available for private tours, tastings, dinners, and live music events. A Wine Club opens in two weeks, and expands upon Tivoli’s partnership with two- and three-star Michelin chefs for a program blending gastronomy, wine, and performance.
Trade contact: Miguel Cunha
Statements from Attendees
Buyers:
“I first attended ALTS in Porto a couple years ago, and the main difference this year was logistical. In Porto everything is next to each other, while in the Douro Valley you have to drive a bit more, making timing trickier but still manageable. Despite the distances, the organizers have done a terrific job and it works perfectly. I’m experiencing the Douro Valley for the first time, and it’s a beautiful setting that fosters a friendly atmosphere and open-mindedness. I’ve got a lot of good things to take home from this small, but memorable show.”
-Morten Westergaard, Peacock Travel
“This is my first ALTS, and I’ve been really impressed. I think the location and venues have been fabulous. We’ve been staying in different locations from where the event is, but it’s all been very efficient and well organized in terms of getting us from A to B. Overall the quality of suppliers is high, with a strong focus on Portugal. I definitely have clients in mind for many of the hotel partners, DMCs and vineyard properties I’ve met this week.”
“It was very well organized - small shows are usually the best because you truly connect with people, the culture, and the region. The quality of the suppliers was outstanding, and the setting in the Douro was super special. The gastronomy and wines were amazing, and I made great new connections and friendships. I’d definitely come back again - perhaps next time it could even be three days instead of two.”
-Sérgio Costa, Viatorem Elite Club
Suppliers:
“While it’s personally my first time exhibiting at ALTS, our brand has been here before and we’ve been following the show’s work for a while. What really sets this event apart is the intimacy - the smaller scale makes it much easier to build genuine connections, since relationships are what matter most. We can present our hotels, of course, but we also have time to meet people again outside the formal sessions, and that’s where the real value lies.”
“I really like the format of ALTS - it’s well organized, the buyers are high quality, and you can genuinely connect and build business. What stands out is how hard the team works to help exhibitors make meaningful connections, not just casual meetings. I can tell the buyers here are serious about doing business, and I plan to return for its other editions. My only suggestion would be adding an app or system to make it easier to review buyer profiles and match automatically - it would make things even more efficient.”
-Manuel Patino P., Galaxy Cruises
“It was very well organized, with strong buyers and solid leads - so definitely worthwhile from a work perspective - and in a beautiful setting, which was great. My only feedback would be practical: lunch service slightly threw off the meeting schedules on the first day, so that could be tweaked so we can maximize our meeting times as suppliers. If possible, it would also be nice to have everyone stay in the same hotel. That would make it easier to mingle with buyers after-hours.”
-Patricia Herlin, CIS, Strawberry | Nordic Hotels & Resorts
A Few Words from the Organizer
“We’ve been wanting to do an edition in the Douro Valley for quite some time, so it’s great to be here and receive feedback from both advisors and exhibitors that, despite logistical challenges, our first iteration exceeded expectations. The team tailors each exhibitor’s agenda to ensure all scheduled meetings are with new buyers. Reconnections can happen during networking breaks, but we always prioritize fresh business relationships.
We’re based in Porto so we’ll always host at least one event a year in Portugal, but we continue to grow internationally. We feel it’s important to have a strong local representation for shows hosted here, but we work hard to strike a good balance with exhibitors from other regions. We aim to stay boutique - around 100 to 120 participants - and position ourselves as both an attractive and competitive alternative to the big trade shows.
Everything, from matchmaking to agenda building, is done by hand. It’s time-consuming work, but it’s what sets us apart. It’s personal, not algorithmic, and the emphasis is on quality over quantity. Hosted buyers are carefully vetted, and deals are actually happening on-site. At least one booking was confirmed by the end of the week.
For the next couple of years we’ll consolidate, strengthen relationships, and maybe add small, invitation-only dinners to pepper our calendar of six shows per year. We have a dedicated team with a lot of heart, and that’s reflected in the personality of the show. People arrive as strangers and leave as family, and that’s something we never want to lose.”
Conclusion
Yes, it’s a business trip. But the overall mindset of attendees at ALTS Douro Valley 2025 was that the luxury travel industry should feel like luxury. What’s the point of all the headaches and hassles if you can’t enjoy what you do for a change? In general, the easygoing nature of the show almost makes the use of the word “industry” feel pejorative, as this countercurrent show doubles down on context, candor, and the humanity of connection. Turns out, you can be professional without being uptight.
Curiosity piqued? Take a gander at the ALTS 2026 Events Calendar.