Who we are

Central Tours was founded by Ruben Afonso, a former Portuguese Army soldier who, in 2017, made a bold career shift to follow his passion. With a degree in Tourism Information and Entertainment, Ruben left the military to create a company focused on showcasing the true essence of Portugal through a unique, immersive lens.

At Central Tours, we believe that visiting a country goes far beyond sightseeing—it's about experiencing its soul. That’s why we offer authentic, tailor-made tours that highlight the local, historical, and cultural richness of Portugal. Our mission is to help every traveler connect with the real Portugal: its people, traditions, stories, and spirit.

Our symbol is the GOAT—not just an animal, but an acronym for Greatest of All Time. We chose this symbol to reflect our commitment to excellence. Every driver-guide at Central Tours is handpicked for their deep knowledge, professional experience, and passion for delivering truly exceptional experiences. Only those who can provide insightful, engaging, and culturally rich tours earn a place on our team.

All our tours are accompanied by expert driver-guides and conducted in modern, comfortable vehicles, ensuring that your journey is not only informative and entertaining but also relaxed and safe.

With Central Tours, you don’t just see Portugal—you live it.