Grupo O Valor do Tempo will take part in the 11th edition of the Águeda International Tourism Conference, taking place on 26 and 27 November 2026 under the theme “In the Age of a New Tourist”.
Organised by the Municipality of Águeda, the event brings together tourism professionals and experts to reflect on the challenges and opportunities facing contemporary tourism, through the sharing of experiences, projects and different perspectives on the future of the sector.
On 26 November, Sónia Santiago, Director of Marketing and Cultural Communication at Grupo O Valor do Tempo, will take part in Panel II – “The New Tourist: Experiences, Authenticity and Personalisation”, with a presentation entitled “The New Luxury Is What Cannot Be Replicated – How to Transform Heritage, Crafts and Authenticity into Experiences for the New Tourist”.
Drawing on the experience of Grupo O Valor do Tempo, the presentation will explore what becomes truly valuable in a world where technology and artificial intelligence make information increasingly accessible: the people, places, crafts, stories and knowledge that cannot be recreated outside the places where they originated.
The presentation will also showcase concrete examples of the Group’s work in preserving and promoting Portugal’s tangible and intangible cultural heritage, exploring how meaningful experiences can be created for today’s visitors while safeguarding the authenticity of traditions and demonstrating their economic viability.
Free admission. Registration required via the following link.
