Over the years, the history of Private Tours represents a significant change in the way tourists discover and explore new destinations.

Starting from the beginning, when there was a greater predominance of non-specialized shared tours , until today, marked by a greater demand for more personalized and unique experiences , private tours in the Iberian Peninsula have become increasingly popular and essential in the industry of tourism.

Let's discover the fascinating evolution of private tours over the years in Portugal and Spain.

Historical Evolution of Private Tours in Portugal

The evolution of private tours in Portugal reflects a very significant change in the country's tourism sector. Progressing from simple , pre-defined group tours, to more personalized and unique tours.

The beginning of tourism in Portugal was marked by the predominance of guided tours aimed at large groups . At this time, tours included dozens of tourists and followed fixed itineraries, which focused on the destinations' main tourist attractions.

The 70s and 80s were marked by the end of the Estado Novo and the democratic opening (1974), which allowed greater political stability and consequently Portugal's entry into the European Union (1986). This allowed tourism to grow in the country, as well as an increase in tourist infrastructure, such as hotels, restaurants and better transport conditions.

Furthermore, it was in the 1970s that one of Portugal's first tourism marketing campaigns emerged, known as Portugal, Chave de Charme, which promoted the country's hospitality, natural beauty and historical richness.

In those times, there was no personalized offer of tourist tours. In general, group tours predominated, generally included in tourist packages.

In the 90s, the holding of Expo 98 in Lisbon made an impact on the country's tourism, contributing to the development of infrastructure and attracting people from all over the world.

The entry into the new millennium was marked by significant economic growth and globalization. Allowing you to captivate a more diverse and demanding audience.

At this time, there was a greater expansion of private tours, resulting in Private Wine Tours to the Douro Valley and Alentejo, as well as Private Cultural Tours in Lisbon.

During the 2000s and 2010s, as tourists' demands increased, there was greater concern on the part of tour operators to expand their range of personalized experiences . Giving tourists the possibility to choose between cultural , wellness , gastronomic or adventure tours.

In 2005, The Atlantic Emotion Campaign put the country on a new level. Promoting the country as a tourist destination with a strong connection to the Atlantic Ocean, highlighting adventure activities such as surfing, sailing, among others.

Over the years there has also been an evolution of digital platforms, which have played a significant role in promoting private tours in Portugal.

These national and international websites have made it easier to book and customize tours , making them more accessible and convenient for tourists. Several companies have started to provide services directly to travelers through digital platforms.

This allowed for greater diversity in the country's tourist offer, promoted by a variety of marketing campaigns, such as Visit Portugal (2014), which highlighted Portugal as a diverse destination, known not only for its beaches, but also for its gastronomy, culture, history and landscapes.

In 2017, other campaigns to promote the country emerged, such as Can't Skip Portugal , which introduced lesser-known destinations such as Alentejo and some villages in the interior of the country.

365 Algarve campaign was carried out , which brought greater personalization of experiences in the south of the country, promoting cultural and artistic events.

Recent times have been marked by a growth in demand for sustainable and differentiated tourist experiences. There is a greater demand among tourists for tours that respect the environment and local communities. In this way, tourism companies have adopted more sustainable practices and more authentic tours.

This trend has led to growth in the personalization and exclusivity of tours.

The Covid-19 pandemic caused a turnaround in the tourism sector in Portugal and consequently in private tours. With travel restrictions and the need for social distancing.

Surprising Portugal Campaign emerged, which highlighted the best of the country, showing the present landscape diversity and the country's authenticity.

In 2021, the appearance of the Visit Portugal – Can’t Campaign Skip Portugal, which reinforced the country as an unmissable destination, encouraging tourists to return to visit the country safely.

This has contributed to a greater preference for private tours and more authentic experiences, as a safer way to visit a destination.

This trend has not only continued but has grown in the years after Covid-19, making it possible to take private guided tours in all destinations in Portugal, including the archipelagos of Madeira and the Azores. And they include a huge variety of associated experiences.

As we can see, the evolution of private tours in Portugal was and still is today a process of adaptation and innovation. From the beginning of shared group tours to the emergence of a wider range of more private and personalized experiences, adapted to tourists' preferences.

Historical Evolution of Private Tours in Spain

The evolution of the private tours market in Spain reflects a diversity of economic, social, cultural and technological changes that have modified the tourism industry in this beautiful country.

Over the years and with the growing preference on the part of visitors to opt for more personalized tours, Spain had the need to adapt its tourist offer to tourists' expectations.

In the 60s and 70s, mass tourism predominated in Spain , driven by the increase in popularity of the bathing areas of Costa del Sol, Costa Brava and the Balearic Islands.

At this time, there was no personalized offer of tourist tours. In general, group tours (excursions) predominated, generally included in tourist packages. These tours, generally standardized, focused on visiting the most central and well-known tourist attractions, and the concept of a private tour did not yet exist.

Over the years, tourists began to look for more personalized and unique experiences , which led to the emergence of private tours in Spain.

Between the 80s and 90s, Spain was the stage for numerous international events that contributed to the increase in tourists in the country, such as the FIFA World Cup (1982), the Barcelona Olympic Games (1992), the Expo 1992 in Seville , among other events.

During this period there was greater concern regarding the country's image abroad. In this way, we invested in the national campaign Spain Marks (1984), with the main objective of transforming the world's perception of Spain as a sun and beach destination to a tourist destination rich in culture and history.

Olive Oil Promotion Campaigns began to emerge , which still last to this day and were extremely important for the country's cultural promotion.

This allowed the promotion of local Spanish cuisine, as well as the growth of rural and cultural tourism and an increase in preference for more personalized experiences. This allowed Spain to be placed on a new level at an international level.

This meant that Spanish tour operators began to offer more specialized and personalized tours, focused on more specific interests , such as gastronomy and wine, history and local culture. The variety of destinations where they took place also diversified.

In 2000, with technological developments , there was a growth in online booking platforms in Spain, which triggered a vast online market offering private tours.

Thanks to these online platforms, there has been a greater demand for tours linked to gastronomy, in San Sebastian for example, and private visits to wine-producing places.

The 2010 season was marked by an increase in tourist experiences that were even more customer-oriented. Private tours have become even more specialized, with professional guides, access to more exclusive activities, such as visits to renowned wineries, cooking classes and art tours.

The promotion of this tourist diversity was driven by the I Need Spain Campaign (2010), promoting the country's diverse tourist offer, from sun and beach, gastronomy, culture and nightlife.

On the other hand, the campaign Spain is part of you (2014), with the main objective of promoting more authentic and immersive experiences in the country.

Nowadays, tourists are more demanding , looking for private tours with greater cultural interaction, avoiding very crowded attractions and conventional tourist tours. This was also driven by the Covid 19 Pandemic, which, like Portugal, Spain saw the need to adapt its tourist offer to the needs of visitors.

During the Covid-19 pandemic, Spain began to see greater demand for private tours . Since this became, at the time, one of the safest ways to discover a new destination, while avoiding large crowds of people. This allowed for greater reinforcement in the personalization of experiences and tours.

At this time, national campaigns predominated in the country that contributed to regaining tourist confidence, revitalizing the tourism sector and encouraging the return of tourists, some of these campaigns were: Somos Turismo (2020) and Back to Spain (2021). This allowed an increase in the number of tourists in the country, mainly in lesser-known Spanish destinations.

From a future perspective, it is expected that Spain will continue to specialize its tourist offer in private tours, so that visitors can explore destinations in a more immersive way and connect in a deeper way with the local culture and environment.

As we can see, over the years, Portugal and Spain have made significant progress in the private tour segments, adapting to new trends and innovations in tourism.

Factors such as personalization, sustainability , the constant search for authenticity, security , as well as technological advances have contributed greatly to the changing needs of tourists, as well as enabling more responsible and conscious tourism.

Thus, Portugal and Spain continue to stand out as tourist destinations that lead the offer of exceptional experiences , continuing to adapt to the demands of the global tourist market today.

If you are thinking about taking private tours or experiences, we suggest you visit our Living Private Tours website, where you can explore our wide range of Gastronomy and Wine, Culture, History, Nature and Adventure in Portugal and Spain.

Come and discover Portugal and Spain in an exclusive and personalized way with our private tours, and create unforgettable memories on fascinating journeys.