Mercado das Viagens opens agency in Figueira da Foz

Mercado das Viagens has opened a new travel agency in Figueira da Foz, Portugal, led by Bárbara Gomes, who has three years’ experience in the travel industry. Announced on 21 October 2026, the opening forms part of the brand’s nationwide expansion strategy. It is also running a franchise recruitment promotion until the end of the year.

A new agency with local leadership

Bárbara Gomes is taking on the new venture after three years working in travel. Joining the Mercado das Viagens network marks a new stage in her career, as she takes charge of an agency operating under a brand with a nationwide presence.

According to the management team, the arrangement combines her knowledge and experience with the brand’s infrastructure, support and recognition. The company sees the Figueira da Foz opening as an example of how each partner’s initiative works alongside the network’s resources.

The new branch extends Mercado das Viagens’ geographical reach. The brand describes close customer relationships and support for its partners as central to this growth, linking expansion to the strengthening of its franchise network.

The announcement therefore focuses both on the move into a new location and on the person who will run the business. Bárbara Gomes’ experience is one of the factors highlighted by management in explaining why this venture has joined the network.

Growth beyond agency numbers

The management team describes the opening as part of a selective expansion strategy. Its stated aim is not simply to increase the number of agencies, but also to build a sound, sustainable business at each new location.

Carlos Silva, a director of Mercado das Viagens, sums up this approach: “Our aim is not simply to increase the number of agencies. We want to build an ever stronger network, with committed partners and businesses capable of growing sustainably.”

He also links the network’s overall performance to the results of each branch. In his words, “the true success of a franchise network lies in the individual success of each of its agencies”.

These statements set out the brand’s declared priority: strengthening the network through the growth potential of its individual businesses. For those in the franchise sector, the Figueira da Foz opening thus offers an example of expansion in which management places particular emphasis on supporting the franchise partner, rather than geographical coverage alone.

Franchising remains central to expansion

Franchising continues to play a central role in Mercado das Viagens’ growth strategy. The company aims to increase its presence across different regions of Portugal by identifying market opportunities and seeking entrepreneurs who share its business vision.

According to the brand, each agency’s development should benefit from a support structure and an established network of partners. Management presents these resources as part of the foundation that allows franchisees to build their businesses steadily.

The Figueira da Foz opening follows this approach. It brings together an experienced travel professional and a nationwide organisation — a combination the company considers important to the longevity and stability of new ventures.

Franchise recruitment promotion runs until December

Alongside its expansion, Mercado das Viagens is running a franchise promotion offering special joining terms until the end of 2026. The initiative aims to encourage new partners to join the network.

The promotion is aimed at entrepreneurs and travel professionals interested in developing their own businesses. The brand’s proposition centres on joining an experienced network with ongoing support.

In practice: prospective franchisees should request full details of the promotional terms, clarify what support will be provided and assess whether the business is suitable for their intended location before making a commitment.