Jorge Bras is a licensed professional driver-guide with more than three decades of experience creating personalized travel experiences throughout Portugal and Spain.
Born and raised in Lisbon, Portugal, Jorge combines extensive tourism expertise with international business experience gained during his years living and working in the United States.
As the founder of Premiere Tours, he specializes in crafting luxury private journeys that combine comfort, authenticity, flexibility, and local expertise. His approach blends premium transportation, cultural immersion, and genuine local insight to create memorable experiences tailored to each traveler’s interests and pace.
Today, travelers from North America, Australia, Asia, South America, and beyond trust Jorge Bras and the Premiere Tours team to design and deliver exceptional private tours throughout Portugal and Spain.
Premiere Tours was founded on a simple belief: travel should be personal, comfortable, and memorable.
After spending 12 years working in the tourism industry and welcoming travelers from around the world, Jorge Bras recognized that many visitors wanted something different from traditional group tourism.
During those years, he worked as an independent tourism professional, collaborating with some of Lisbon’s most prestigious luxury properties, including the Four Seasons Hotel Ritz Lisbon, Olissippo Lapa Palace, Lisbon Marriott Hotel, Sheraton Lisboa Hotel & Spa, and other leading luxury hotels. Through these collaborations, he gained valuable insight into the expectations of international travelers and the level of service required to create truly memorable experiences.
Over time, Jorge realized that many visitors wanted more than traditional sightseeing. They wanted the freedom to explore at their own pace, discover authentic local experiences, and enjoy the flexibility that only private travel can provide.
In 2006, he founded Premiere Tours with the goal of creating highly personalized travel experiences that combine comfort, authenticity, flexibility, and exceptional service.
Nearly two decades later, that vision remains at the heart of the company.
Today, Premiere Tours specializes in luxury private tours, chauffeur-driven experiences, customized itineraries, and immersive cultural journeys throughout Portugal and Spain. Every itinerary is carefully tailored to the interests, preferences, and travel style of each guest.
As Premiere Tours continued to grow, the company’s commitment to professionalism, service quality, and personalized travel experiences earned official recognition from Turismo de Portugal, Portugal’s national tourism authority.
Today, Premiere Tours is accredited as an official tourism company in Portugal and is featured on the official Turismo de Portugal website, reinforcing its commitment to operating according to the highest standards of professionalism, reliability, and customer service.
Turismo de Portugal official page
The company’s commitment to excellence has also received international recognition.
In 2023, Premiere Tours was honored with the Travel & Hospitality Award as the Best Private Tour Company in Portugal, recognizing its dedication to personalized service, exceptional travel experiences, and consistently high standards of customer satisfaction.
Travel and Hospitality Award official page
Premiere Tours‘ reputation has also been reinforced through its presence on some of the travel industry’s most recognized platforms.
Over the years, dedicated company profiles and listings have been established on leading travel websites including Viator, TripAdvisor, and Cruise Critic, allowing travelers to discover Premiere Tours, read independent reviews, and learn more about the company’s private travel experiences.
These platforms have helped connect Premiere Tours with travelers from around the world while further strengthening its reputation for professionalism, reliability, and exceptional customer service.
Premiere Tours maintains dedicated profiles and receives traveler reviews through some of the world’s most trusted travel platforms:
These platforms help travelers independently evaluate the quality, reputation, and reliability of Premiere Tours before booking their journey.
Premiere Tours and its founder, Jorge Bras, have been featured in independent media publications recognizing the company’s achievements and contribution to Portugal’s tourism industry.
Following the company’s Travel & Hospitality Award victory in 2023, Jorge Bras was interviewed by Sintra Noticias, a Lisbon Portuguese newspaper, highlighting the success of Premiere Tours and its commitment to excellence in private travel.
Read the interview:
https://sintranoticias.pt/2023/10/26/premiere-tours-venceu-premio-travel-hospitality-award/
With more than 32 years of experience in tourism, Jorge continues to share his passion for Portugal and Spain with travelers seeking meaningful, comfortable, and unforgettable journeys.
Born and raised in Lisbon, Portugal, Jorge Bras developed an international outlook early in his professional career.
As a young professional, he moved to the United States, where he spent 12 years working with Metropolitan Life Insurance Company (MetLife). During that time, he was involved in the promotion and development of innovative financial products that combined life insurance protection with long-term retirement planning, helping deliver solutions that achieved significant success across the American market.
His years in the United States provided valuable experience working with clients from diverse backgrounds and helped shape his commitment to professionalism, customer service, and attention to detail.
At the age of 34, Jorge returned to Portugal and decided to pursue a career in tourism, combining his passion for travel, culture, history, and human connection.
Over the following years, he built extensive experience welcoming international visitors, working closely with luxury hotels, and developing a deep understanding of what travelers truly value when exploring a destination.
Those experiences ultimately led to the founding of Premiere Tours in 2006, a company built on the belief that travel should be personal, authentic, flexible, and memorable.
Today, Jorge’s international background continues to help him understand the expectations and travel styles of guests from North America and around the world, allowing him to create experiences that combine local expertise with a global perspective.
Over the years, Jorge Bras has developed extensive expertise in designing and operating private tours throughout Portugal and Spain.
His areas of specialization include:
His in-depth knowledge covers destinations including Lisbon, Sintra, Porto, Douro Valley, Coimbra, Obidos, Fatima, Evora, the Alentejo, the Algarve, Santiago de Compostela, Andalusia, and many hidden locations rarely experienced by conventional tourists.
Jorge Bras combines more than three decades of practical tourism experience with formal professional training in Portugal’s tourism industry.
In 2007, he completed the official Driver-Guide certification program at Portugal’s leading tourism school, qualifying as a licensed professional driver-guide.
His dedication and commitment to excellence earned him the distinction of graduating with honors as the top student in his class.
This combination of formal education, professional certification, and extensive hands-on experience has helped establish him as a respected specialist in private travel throughout Portugal and Spain.
Jorge works with travelers from around the world and speaks:
His multilingual abilities allow him to communicate comfortably with guests from a wide range of cultural backgrounds, helping create a more personal and enriching travel experience.
Throughout his career, Jorge Bras has maintained a strong commitment to professionalism, continuous learning, and adherence to the highest standards of Portugal’s tourism industry.
He is a licensed professional Driver-Guide in Portugal, having successfully completed the country’s official Driver-Guide certification program and graduated with honors as the top student in his class in 2007.
He is registered with Turismo de Portugal and operates in accordance with the regulations and quality standards established by Portugal’s national tourism authority.
As founder of Premiere Tours, he oversees a company that is officially registered and accredited by Turismo de Portugal, ensuring compliance with all legal, operational, and quality requirements applicable to professional tourism businesses in Portugal.
Premiere Tours is additionally registered under RNAAT (National Registry of Animation Tourism Agents), reflecting the company’s commitment to providing safe, professional, and high-quality tourism experiences throughout Portugal and Spain.
These professional credentials reinforce his dedication to excellence, reliability, transparency, and responsible tourism practices.
While Jorge Bras remains actively involved in designing itineraries and welcoming travelers, he firmly believes that exceptional travel experiences depend on exceptional people.
Over the years, he has personally trained and mentored every driver-guide who joins the Premiere Tours team, ensuring that each guide reflects the company’s core values of professionalism, flexibility, attention to detail, cultural knowledge, and personalized service.
This commitment to consistent quality has helped create a team that shares the same philosophy that inspired the founding of Premiere Tours in 2006: every traveler deserves an experience tailored to their interests, pace, and expectations.
Today, Jorge is proud to lead one of the most experienced and dedicated private driver-guide teams in Portugal, helping travelers enjoy authentic, comfortable, and memorable journeys throughout Portugal and Spain.
Jorge believes that the most memorable travel experiences often happen away from the crowds.
A hidden viewpoint overlooking a medieval village.
A family-owned restaurant known only to locals.
A scenic route through the Portuguese countryside.
A conversation that transforms a visit into a meaningful cultural experience.
Rather than rushing between attractions, he focuses on helping travelers connect with the places they visit, creating experiences that remain memorable long after the journey ends.
“One of my greatest satisfactions is introducing travelers to places and experiences they might never have discovered on their own, transforming a simple vacation into a deeper connection with Portugal, Spain, and their people.”
— Jorge Bras
Although every traveler’s interests are unique, some of Jorge’s personal favorite destinations include:
Each destination offers a unique perspective on Portugal’s history, culture, landscapes, and traditions, which is one of the reasons he continues to enjoy sharing them with travelers from around the world.
Exceptional travel begins with exceptional comfort.
Premiere Tours operates luxury Mercedes-Benz and Volvo vehicles that provide a safe, comfortable, and relaxing environment for exploring Portugal and Spain.
Whether guests are discovering Lisbon’s historic neighborhoods, exploring the vineyards of the Douro Valley, visiting the palaces of Sintra, or embarking on a multi-day journey across the Iberian Peninsula, they enjoy personalized service, flexibility, and premium transportation throughout their experience.
The focus is simple: allowing travelers to enjoy the journey as much as the destination.
Visitors often enjoy learning more about the person behind Premiere Tours.
In this short introduction video, Jorge Bras shares the philosophy, values, and commitment that have helped make Premiere Tours one of Portugal’s most respected private tour companies.
Watch Jorge Bras Introduce Premiere Tours
Explore some of Jorge’s travel insights and recommendations:
Private vs Group Tours in Portugal
Premiere Tours: Private Luxury Tours in Portugal for North American Travelers
Additional articles and travel resources are regularly added to help travelers plan unforgettable journeys throughout Portugal and Spain.
Discover some of the most popular travel experiences personally curated by Jorge Bras and the Premiere Tours team.
Travelers choose Premiere Tours because they value:
Every tour is designed to provide a seamless, enriching, and memorable travel experience.
Jorge Bras is the founder of Premiere Tours, a licensed professional driver-guide, and a private travel specialist with more than 32 years of experience designing and operating personalized tours throughout Portugal and Spain.
Premiere Tours was founded in 2006 with the goal of providing highly personalized private travel experiences that combine comfort, flexibility, local expertise, and exceptional service.
Yes. Jorge Bras completed Portugal’s official Driver-Guide certification program in 2007, graduating with honors as the top student in his class.
Jorge Bras speaks fluent English, Portuguese, and Spanish, and also has conversational knowledge of French and Italian.
Yes. Premiere Tours is officially registered and accredited by Turismo de Portugal and is registered under RNAAT, Portugal’s National Registry of Animation Tourism Agents.
Yes. Jorge Bras has personally trained and mentored the company’s driver-guides to ensure they reflect the same standards of professionalism, flexibility, local knowledge, and personalized service that define Premiere Tours.
Jorge Bras specializes in private tours throughout Portugal and Spain, including Lisbon, Sintra, Porto, Douro Valley, Coimbra, Obidos, Fatima, Evora, Alentejo, Santiago de Compostela, Andalusia, and other major and many lesser-known destinations.
Whether you are visiting Portugal for the first time or returning to discover new regions, Jorge Bras and the Premiere Tours team would be delighted to help create a personalized itinerary tailored to your interests, pace, and travel style.
From private day tours to multi-day journeys across Portugal and Spain, Premiere Tours is committed to delivering unforgettable travel experiences built around you.
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