Meet the Speakers: Luis Pedro Martins

The IPBN’s 3rd-Annual Tourism Conference is fast approaching, and we would like to share a little background on our panelists and speakers. The first speaker, after introductory words of welcome by the IPBN Chair Geoffrey Graham followed by some words from CEO at The Fladgate Partnership and owner of the WoW, Adrian Bridge, Luís Pedro Martins, President of Porto and North of Portugal Tourism Board, will deliver an introduction to the region’s promotional strategy as it relates to tourism.

Luís Pedro Martins has a long professional and civic career, a degree in Design from ESAD, and a postgraduate degree in Marketing Management from Porto Business School. He was a deputy in the Assembly of the Republic, in two Legislatures and Assistant to a Minister of Justice. He was responsible for Communication and Marketing at Santa Casa da Misericórdia do Porto for 4 years. Between 2014 and 2018, he was Executive Director of Torre dos Clérigos, achieving during this period a notable growth in the number of visits to the iconic of the city of Porto.

With extensive experience in the areas of Marketing and Communication, where he is the author of more than a hundred campaigns, Luís has extended his activity to different areas, such as teaching Marketing at Porto Business School. On January 18, 2019, he was elected President of the Regional Tourism Entity of Porto and North. On October 1, 2020, he took office as President of the Porto and North Tourism Association (Regional External Promotion Agency), after winning the election with 98.5% of the votes cast, having managed to realize a long-standing ambition of the tourism sector by unifying the Turismo do Porto e Norte de Portugal (TPNP) and the Associação de Turismo do Porto (ATP). He has a huge passion for the region and remains faithful to the regionalist principles that have always guided his public intervention. Luís specializes in tourism governance, marketing and political marketing management, professional training and coaching, and working alongside political organizations, which has resulted in him building a vast and diverse network.

Recently, Luís worked with the Porto and North of Portugal Visitors and Convention Bureau (PortoCVB), which was founded in 1995 and aims to inspire and promote Northern Portuguese destinations internationally through tourists and community interests. This contributes to a balanced, sustainable, and appealing international tourist ecosystem. The last special session held by the PortoCVB in July of 2024 was entitled “The Power of Regional Brands” and featured Luís alongside Carlos Abade, President of Turismo de Portugal, Leonardo Marras, Minister of Tourism Region of Tuscany, and Michael Otremba, Managing Director of Hamburg Tourism and Vice President of the City Destinations Alliance (CityDNA). Key speaking points were made on evolving consumer trends, the impact of brand experience on tourist engagement, the true significance of strategic thinking, innovation, and sustainability, and how to demonstrate value to stakeholders and secure funding.

Join Luís and the IPBN on Thursday, November 14 from 9h to 13h at WOW ART GALLERY in Porto to join in this very necessary conversation. As reported in our Media Partner The Portugal News, the city of Porto and Porto and Northern Portugal Tourism are the national tourism brands that achieved the best reputation in 2023. Committed to highlighting its vibrant Tourism ecosystem, we invite you to explore and be inspired by the North of the country’s innovative spirit with the man who has led the movement.