Toulouse and Haute-Garonne want to attract more Portuguese tourists as early as 2026, presenting themselves as the “authentic south” of France. The region bets on its aerial proximity to Portugal, gastronomy, heritage and a less mass offer than other better-known French destinations.
According to , those responsible for tourism promotion of Toulouse and Haute-Garonne were recently in Lisbon to show the destination to tour operators, travel agencies and specialized press.
The objective is to reinforce its presence in the Portuguese market and transform Portugal into a more relevant source of tourists for this region in the south of France.
Direct flights help bring Portugal closer together
The air connection is one of the main arguments. Toulouse has daily flights from Lisbon, operated by TAP and Ryanair, and also has connections from Porto and Faro during high season.
According to Julie Soupene, from the Toulouse promotion agency, this offer allows you to maintain at least one daily connection with Portugal. Still, local tourism authorities want to raise awareness among airlines to improve schedules.
The proximity is seen as an opportunity to capture Portuguese people looking for short breaks, new itineraries in France or less overcrowded destinations.
Portuguese are still few, but there is ambition
Although there are still no concrete figures on the weight of Portuguese tourists in the region, those responsible believe there is room for growth.
The strategy is to bring Toulouse and Haute-Garonne closer to tour operators and travel agencies in Portugal. Among the meetings held were contacts with operators such as Catai, from the Ávoris Group, and Abreu.
“We are open to all collaborations”, highlighted those responsible, who want to help travel agents create new programs, city breaks and circuits for Portuguese customers.
The “authentic south” of France
Toulouse and Haute-Garonne want to distinguish themselves from other better-known and more popular destinations in the south of France. The region presents itself as a simple, welcoming and authentic alternative.
“We are the authentic south, we are not a luxury destination. The way we welcome people is, for us, very important”, said Julie Soupene.
For tourism managers, the fact that the region is still less known among the Portuguese can be an advantage. More and more travelers are looking for different destinations, with their own identity and away from the big crowds.
Toulouse, the pink city
Toulouse is the third largest city in France and capital of the Occitanie region. It is known as the “pink city” due to the brick facades of many of its most iconic buildings.
Although business tourism has great importance in the city, largely due to the aeronautical industry, Toulouse wants to reinforce its focus on leisure tourism.
The city is seen as an easy destination to visit on foot, with good value for money and offerings for different times of the year.
Heritage, culture and space
Among the main attractions are museums, gardens, markets, music festivals and historical monuments. Toulouse is also a young city, as around a quarter of the population is made up of university students.
The connection with aeronautics is another strong point. It is possible to visit the Airbus factory, visit the Aeroscopy museum, see a model of the Concorde, explore L’Envol des Pionniers or visit the Cité de l’Espace.
For those who like heritage, there are three World Heritage sites: the Basilica of Saint-Sernin, the Hôtel-Dieu Saint-Jacques and the Canal du Midi.
Gastronomy is one of the greatest assets
Gastronomy is another of the arguments used to attract Portuguese people. In the region, dishes based on duck, foie gras, truffles, edible violets and local wines stand out.
“For us, food is essential, just as it is for the Portuguese. It is a fundamental part of the experience”, said those responsible for promoting the destination.
This connection with the table can be decisive in winning over national travelers who value authentic experiences, local products and meals with regional identity.
A base for discovering Occitania
Toulouse can be visited on a weekend getaway, but those responsible argue that four days are the minimum to get to know the city at leisure.
The ideal, they say, would be to spend a week and use Toulouse as a base to discover Haute-Garonne and the Occitanie region.
From the city, you can visit historic villages, castles, rural areas, the Pyrenees and even areas close to the Mediterranean.
A year-round destination
The region also bets on the idea of a valid destination in any season. In addition to the busiest months, Toulouse has Christmas markets, festivals, cultural offerings and good connections with other tourist attractions.
Haute-Garonne and Occitanie also add regional parks, villages ranked among the most beautiful in France, historical heritage and ski resorts.
With this combination of accessibility, culture, gastronomy and authenticity, Toulouse and Haute-Garonne want to gain space among the Portuguese. The ambition is clear: to make Portugal an increasingly important market from 2026 onwards.
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