Speaking to TTG@WTM, Araujo said "focus" would be critical going into 2022, primarily an ever-deeper and more intense focus on the country’s core markets.

"We’ll be very targeted," said Araujo. "It is clear proximity markets are critical right now – the ones that are closer to us geographically and in terms of shared knowledge. It’s one of the biggest lessons we have learned."

Araujo said Portugal had managed to strengthen its brand during the pandemic, maintaining its image as a "trendy, fashionable and social" destination. "We believe we have changed for the better," he said.

Portugal has so far restored around 60% of pre-pandemic connectivity, which Araujo expects to rise to to between 80-90% this year – hailing new additions such as British Airways and Lufthansa flights to the Azores, easyJet’s new Faro base and Iberia introducing Lisbon and Porto stopovers.

Significant new demand is coming from Brazil and the US, said Araujo, with Madeira gaining a direct US connection for the very first time. Araujo said the Azores and the Algarve were continuing to prove popular, and even lesser-travelled regions such as the Alentejo were coming to the fore.

Araujo said it was Portugal’s aim to become known as a destination that can be visited all year round, whether it’s for its wine tourism, surfing, golf, cycling or walking.

A new wine tourism campaign, Wine pairs with Portugal, is supported by a new digital platform, and Araujo said he believed dispersing tourists around the country would contribute to a wider sustainability push through 2027.

"We want to be one of the most sustainable countries in the world, especially in terms of tourism," Araujo told TTG@WTM. Key to this, he said, would be to bring Portuguese people along with Visit Portugal’s aims.

This includes ensuring at least 90% of people living in urban areas see tourism as "a force for good", and that at least 90% of companies make efficiency commitments on things like water management, energy and waste.

Portugal was one of the first major destinations to set up a Covid hygiene initiative for its travel and tourism sector, with 23,000 businesses now having been awarded the country’s Clean & Safe stamp.

Meanwhile, 87% of the Portuguese population is vaccinated against Covid-19, with high levels of adherence to Covid rules and regulations. "We like to be part of the solution," said Araujo.

Barring domestic stays, the UK was Portugal’s largest market by room numbers in 2021 through to the end of August.