Portuguese Publishers Prepare Their Biggest Post-Covid Showing at Frankfurt Book Fair

Lisbon’s publishing community has circled mid-October on the calendar for months. With the Frankfurt Book Fair returning in full force from 15-19 October, Portugal is preparing its largest delegation since the pandemic, a move that signals both confidence in the domestic market and ambition abroad. Readers back home will not feel the bustle of Messe Frankfurt’s corridors, yet the deals struck there help decide what Portuguese authors reach foreign bookshelves—and what international voices fill local shop windows.

A refreshed stage for Portuguese publishing

The national stand—Hall 5.0, stand A125—will greet visitors with a new layout first tested last year but now refined for 2025. Organised by the Associação Portuguesa de Editores e Livreiros (APEL) and supported by the Direção-Geral do Livro, dos Arquivos e das Bibliotecas, the pavilion promises a more spacious exhibition zone, dedicated meeting pods, high-speed Wi-Fi and, inevitably, freshly brewed Portuguese coffee. Small comforts matter: licensing negotiations often stretch for hours, and a quiet corner can tip the balance when a French editor is deciding whether to commit to translation rights.

The facelift also carries a reputational edge. Frankfurt hosts close to 7,000 exhibitors; looking professional in that sea of colour is half the battle. "A visually coherent stand tells our partners we take rights trading seriously," one APEL official explained to Público last spring. The upgrade is therefore calculated—not cosmetic.

Who’s flying the flag: the 60-strong roster

More than sixty imprints have booked slots, from century-old houses to niche start-ups. Porto Editora, Leya, Bertrand, Quetzal and Assírio & Alvim anchor the line-up, but smaller labels such as 11x17, Paleta de Letras, Sete Mares, Zero a Oito and children’s specialist Lua de Papel will share equal floor space. The breadth matters: a UK scout searching for the next crossover memoir might pass by heavyweight crime titles before stumbling upon an illustrated eco-fable from Braga’s indie press Cascais Editora.

Although publishers are still guarding their headline titles, insiders hint that new literary fiction from Gonçalo M. Tavares, a historical novel by Lídia Jorge and a YA fantasy series pitched as “Lusophone folklore meets Studio Ghibli” will top many catalogues. That variety underscores a strategic shift. In previous years, Portugal leaned on renowned backlist authors; this time, emerging voices occupy prime catalogue real estate, mirroring rising domestic demand for debut fiction.

Business expectations: rights, revenue and reach

Hard numbers on previous Frankfurt campaigns are scarce—APEL rarely releases deal tallies—but market signals point upward. The Portuguese book trade grew 8.8 % in turnover last year, reaching €203.7 M, outpacing inflation and restoring pre-Covid momentum. A healthier home base gives editors latitude to gamble internationally; translation advances are often paid upfront in foreign currency, so a buoyant cash flow helps shoulder risk.

Agents expect the 2025 rights marketplace to pivot toward streaming adaptations. Frankfurt has been courting film, TV and gaming executives through its “Story-Drive” programme, and several Lisbon agents told this reporter they will arrive with treatment-ready synopses, not just galley proofs. That could translate into ancillary revenue streams for Portuguese authors—a domain still modest compared with Spain or France but catching up fast.

Beyond the fair: a year of global showcases for Portuguese letters

Frankfurt is only one stop on an expanding tour. Five months earlier, from 28 May to 1 June, Portugal will headline Bookfest in Bucharest under the motto “Onde o mar acaba e a terra espera”. Heavyweights José Luís Peixoto and David Machado will share the stage with largely untranslated newcomers in a 25-event marathon.

Such sustained visibility reflects a broader diplomatic effort: literature as soft power. The Ministry of Culture has increased translation-support grants by 15 % since 2023, and the foreign-rights department at DGLAB now employs dedicated staff for Eastern Europe and Southeast Asia. Not coincidentally, the Philippines holds Guest of Honour status in Frankfurt 2025, while Portugal’s turn will only arrive if it submits a formal bid for a future edition—rumoured, but not confirmed, for 2029.

What to watch on the ground in Frankfurt

For visitors navigating the fair’s 15 halls, three Portuguese-centred events stand out. First, a panel on Lusophone graphic novels, scheduled for 16 October at the International Stage, will pair Porto’s Gailivro with Brazilian powerhouse Companhia das Letras to discuss cross-Atlantic co-editions. Second, Rede Sem Fronteiras will host daily “Pitch-a-thons” where five debut authors each get 90 seconds to sell their manuscripts. Finally, APEL’s rights desk will present preliminary data on how AI translation tools are influencing mid-list export strategies, a topic especially relevant after several German houses began experimenting with machine-assisted Portuguese-to-English drafts.

Off the official programme, the Portuguese evening reception—rumoured to feature Alentejo wines and a mini set by fado singer Carminho—has become a must-attend networking spot for scouts hunting late-night gossip that can nudge a deal forward.

Why it matters back home

Most Portuguese readers will never attend Frankfurt, yet the fair’s ripple effects shape local bookstore shelves. A successful rights sale secures royalties that fund domestic acquisitions, keeps printers busy in the Aveiro industrial belt and supports independent bookshops from Braga to Faro. Conversely, importing the right foreign bestseller early can prevent online giants from siphoning sales.

There is also a cultural dividend. When a Portuguese novel appears in Dutch, Korean or Arabic, it extends the language’s reach, draws tourism and even informs academic exchanges. Frankfurt offers the largest megaphone available to achieve that.

If Portuguese publishers clinch the targets they have quietly set—industry talk hovers around a 15 % jump in licensing revenue—the knock-on could be felt in next spring’s festival season, with more funds for author tours, school events and book prizes. In a year when the government is debating VAT reductions on ebooks, showing that the sector can thrive internationally may strengthen the argument for further fiscal incentives.

In short, the Portuguese pavilion in Frankfurt is more than a stand; it is a negotiating room for the future of Lusophone storytelling. The deals and connections formed over those five October days will ripple into classrooms, cinemas and cafés across Portugal—long after the fair lights dim in Germany.