We Hate
Tourism
Tours.
We Hate Tourism Tours are an independent collective of locals born out of necessity during the economic crash of 2008. We didn't start this company to build a scalable tech startup or to flip it to a venture capital firm.
We started it to survive, to pay our rents, and to defend the identity of our cities through honest, raw storytelling. We were unemployed journalist, photographer, artist, engineer, lawyer and a psychologist. Sons of the Crisis who needed something to do and refused to leave the country (even after Portuguese Prime Minister Passos Coelho, invited us to look elsewhere in 2011).
Sixteen years later, we're still here. Still independent. Still on the streets. And still refusing to become what we hate.
Shareholders
of Our
Hearts.
Our true stakeholders aren't institutional investors sitting in glass offices in London or New York. Our shareholders are the people who choose us to show them the real city and country we live in.
They are the travelers who read the news, understand the damage of hyper-gentrification, and actively look for a way to visit a city without destroying it. They are the open-minded, critical thinkers who want to support local families, drink at independent neighbourhood taverns, and listen to honest perspectives.
You keep the engine running, and your direct bookings are what keep us independent. Every time you book directly through us instead of a corporate platform, you are making a political choice. You are choosing a city over a product.
Crisis
Resistant.
People
Oriented.
The travel industry is fragile. It panics at economic recessions, pandemics, and inflation. But we are built differently. Because we started at rock bottom during a financial crisis, our business model is completely organic and crisis-resistant.
We don't have massive overheads, corporate skyscrapers, or expensive marketing agencies. Our biggest asset is our people — our guides, our drivers, and our local networks.
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We Protect Our People
When things get tough, we don't lay off staff to protect a profit margin. We protect our people, stay on the asphalt, and keep telling the truth.
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No Massive Overheads
No corporate skyscrapers. No expensive marketing agencies. No automated booking AI bots. Just real people doing real work in real neighborhoods.
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People-Oriented to the Core
Without the people on the streets, Lisbon and Porto are just empty brick and mortar. We are people-oriented because it's the only way this makes any sense.
We Don't Put
You to Work.
We Make You
Experience.
Our internships are different. Not because we say so — because the people who went through them say so. We don't assign you a desk, a task list, or a manager who ignores you. We bring you inside the operation and let you see it for real.
You are the one forcing us to give you what you actually want and need.
You design your internship. We share what we know — how the industry actually works, how to run a business where people come first, and what it takes to build something honest in a world full of corporate noise.
We don't teach from a manual. We teach from the street, from the client, from the decisions we make every single day. If you want a certificate to hang on a wall, look elsewhere. If you want to understand what a real experience-led business looks like from the inside, we are your people.
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You Design It
Tell us what you want to learn. We adapt to you — not the other way around. Your interests shape the internship, not our convenience.
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People First, Always
Every decision we make here starts with people — our team, our clients, our neighbours. You will see this in practice from day one.
The World
is Already
Ours.
Every now and then, suit-and-tie investors approach us asking how we plan to "scale the business." They want us to grow, automate our bookings with AI bots, and expand to twenty new cities using a franchise model.
Our answer is always the same: Not like that.
We don't want to grow into a faceless multinational monster. True growth isn't about adding zeros to a bank account while degrading the quality of what you do. For us, growth means refining our craft, writing independent books like Alfredo's Reality Guide, and staying free from the demands of external investors with just greed intentions.
We don't need to conquer the market. We don't need to dominate your search engines. The world is already ours because we own our freedom, we own our time, and we own the respect of our neighbours.
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No External Investors
We refuse to trade our independence for someone else's capital. The moment we answer to shareholders in a boardroom is the moment we stop being us.
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No Franchise Model
You can't franchise honesty. You can't replicate the knowledge of someone who grew up on these streets. We don't scale — we deepen.
KEEP IT SIMPLE.
KEEP IT REAL.
Or don't do it at all.
See Our Tours