The Lisbon-Curitiba launched by TAP Air Portugal is more than just another new route. It signifies something far more strategic: the Portuguese carrier continues to strengthen its presence in Brazil and, in doing so, opens a new gateway to the country's south. For tourism professionals, this new development deserves serious consideration, as it creates new sales opportunities in a less obvious, but potentially more distinctive, side of Brazil.
Since July 2, 2026, TAP Air Portugal has been connecting Lisbon to Curitiba with three weekly flights, operated on Tuesdays, Thursdays, and Saturdays using a 269-seat Airbus A330-200. According to the specialized press, the route operates as a Lisbon-Curitiba-Rio de Janeiro-Lisbon, allowing the airline to strengthen both its presence in Curitiba and its network in the Brazilian market.
Summary
A new step in TAP's Brazilian strategy
This route is no coincidence. TAP Air Portugal presents Brazil as one of its most important long-haul markets and reminds everyone that it will celebrate 60 years of operations to the countryWith Curitiba and São Luís, the airline indicates that its Brazilian network will expand to 15 destinations, allowing it to consolidate its position as the European airline with the largest presence in this market in terms of the number of cities served.
For the French market, the benefit is immediate. The logic of the Lisbon hub remains simple and effective: aggregate European flows to Lisbon, then redistribute them to Brazil. In this model, Lisbon-Curitiba becomes a new commercial tool for agencies, tour operators, and distributors seeking an alternative to the traditional entry points via Rio or São Paulo.
Why Curitiba can surprise the market
Curitiba doesn't enjoy the same immediate brand recognition as Rio de Janeiro, Salvador, or Recife. This is precisely what makes it so interesting. The capital of the state of Paraná, the city is often highlighted for its urban planning, green spaces, quality of life, and culture of urban innovation. The tourism promotion agency Visit Brasil also emphasizes its appeal for business tourism, projecting an image of a modern, organized, and well-equipped city.
Curitiba also boasts a compelling narrative. The city is frequently cited as a pioneer of Bus Rapid Transit (BRT), with a structured transport system developed as early as the 1970s. C40 even points out that Curitiba has become a global benchmark in this area. In a market where travelers are increasingly seeking destinations with a clear identity, this urban and sustainable approach can make all the difference.
A gateway to another southern Brazil
The true value of the Lisbon-Curitiba route isn't limited to the city itself. This line primarily offers easier access to a part of Brazil that's even less frequently featured in French-language brochures. From Curitiba, it becomes simpler to plan itineraries to the Paraná coast, to southern Brazilian circuits, or to extend further afield, depending on travelers' needs.
TAP's timing reinforces this interpretation. The airline has also announced increased flight frequencies to Porto Alegre and Florianópolis starting in July 2026. For a travel professional, this opens up far more attractive combination packages than a simple round trip to a typical major city. This is where the commercial advantage lies: in creating better-crafted, less predictable South Brazilian travel experiences.
What tourism professionals have an interest in activating
In my opinion, many players risk underestimating this new opportunity. A route like Lisbon-Curitiba doesn't sell itself. It requires real editorial, commercial, and marketing work. Curitiba needs to be presented in a compelling way, contextualized, and linked to concrete uses: extended city breaks, nature tours, southern Brazil, business travelers, events, or combined trips with other cities in the country.
For travel agencies and tour operators, the best course of action is simple: create pages and offers around Lisbon – Curitiba, before the French-speaking market becomes saturated. The keyword is still relatively untapped, the route is new, and the topic allows them to capture both an inspirational audience and a highly qualified audience in the planning phase.
The same logic applies to the business and MICE segment. Curitiba has a profile that goes far beyond mere leisure. Its reputation for urban planning, its infrastructure, and its more contemporary image make it a credible destination for corporate events, particularly for professionals who want to offer a different, more functional, and less conventional Brazil.
A line that's worth more than just a seat sold
The real appeal of the Lisbon-Curitiba routeisn't just the flight itself. It's what it allows you to build upon. A Latin America specialist agency can create a "Southern Brazil with a difference" product. A destination management company can leverage it to better market Paraná. A specialist in affinity tourism can capitalize on the seamless connections via Lisbon. And a MICE operator can see it as a less crowded alternative to the most popular Brazilian cities.
Let me be frank: this route has more potential than it seems. Because it breaks with established practices. And in tourism, those who know how to sell what others haven't yet seen often gain a significant advantage.
Sources
- https://www.aeroroutes.com/eng/251111-tpjul26cwb
- https://www.breakingtravelnews.com/news/article/tap-air-portugal-will-begin-four-new-routes-from-today-and-tomorrow/
- https://traveltomorrow.com/tap-air-portugal-celebrates-60-years-of-flights-to-brazil/
- https://incentivetravel.visitbrasil.com/destinations/curitiba
- https://www.c40.org/case-studies/c40-good-practice-guides-curitiba-bus-rapid-transit-modernisation/
- https://www.flytap.com/en-de/destinations
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