Writer David Lugg has been a Luz resident since the summer of 2020. This is ‘A Letter from Luz’ – Winter 2026.
It has taken me a while, but I think I finally understand the primary reason why the Algarve, and indeed Portugal in general, is one of the best holiday destinations in the world. The answer might initially surprise you but, upon reflection, it becomes abundantly clear. This is the ‘Letter from Luz’ by Ocean Villas Luz – read on for the full story.
There are, of course, dozens of valid reasons why you should book a holiday to Portugal this year. On an aesthetic level, the country yet again won the ‘World’s Leading Beach Destination’ at the World Travel Awards in 2025. This will not come as much of a shock to those that have explored the west Algarve with its wonderful picturesque coves and grand, sweeping strands.
Portugal also won the title of ‘Europe’s Leading Destination’ which, in the words of the Portuguese Tourist Board, highlights the ‘quality, diversity and innovation of Portugal tourism’ – whatever that means. Either way, with 28 different awards in total (8 more than any other country), it is fair to say that 2025 was a fine year.
One final nod to the travel wards was the recognition of being the World’s Best Golf Destination. Though not always obvious, the country has an excellent infrastructure in many sports, not just on the greens and fairways. With world leading surf towns and superb watersport facilities, Portugal is a beacon for those looking for some adrenaline-filled fun.
But for me, the reason why Portugal is widely considered to be one of the world’s best holiday destinations has nothing to do with winning awards. Similarly, it has nothing to do with media attention or social media influencers. In fact, it is quite literally the antithesis. In a wonderful twist of converse logic, Portugal continues to shine bright because of its absence rather than its presence. Allow me to delve a little deeper.
Our world seems to be more self-centred than ever. Certain nameless leaders are grabbing the headlines with their despotic and narcissistic need for power. Refreshingly, Portugal is not driven by corporate greed. It harbours little desire to put wealth above happiness. It is something that we can take great comfort from and perhaps it should inspire others to follow a similar approach.
As a case in point, I remember writing an article on the Tour of Algarve cycling event. It was the final stage in Lagoa and the world’s media were in attendance. There were dozens of reporters and television crews with helicopters flying overhead. Meanwhile in Lagoa, almost all restaurants were closed and the only open supermarket in the town was sold out of everything by 11am. The Portuguese approach was to enjoy the day and not concern themselves with making a bit extra on the side.
I grant you that no country is perfect. Portugal also has its fair share of issues just like anywhere else. But its ethos is not ‘me me me’. Portugal has an ever-present sense of humility. To a large extent, It is altruistic. Portugal has no immediate plans to take over another country. Especially not on a Sunday.
So, come to Portugal for the beaches. Come for the golf. Come to Europe’s Leading Destination. But, more importantly, come to Portugal for a sense of freedom. And for peace. And for kindness.
Visit on your own. Bring your family. Take your friends. Whichever way you choose, we will be waiting with a smile. Sundays not included.
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All photo images owned by David Lugg