Welcome to São João da Madeira, a charming town in the Aveiro District of Portugal. While it may not be on the top of everyone’s travel list, this hidden gem offers a unique blend of industrial heritage and cultural experiences that make it a must-visit destination. From pencil factories to shoe museums, São João da Madeira has something for everyone to enjoy. Join us as we explore the 15 best things to do in São João da Madeira and discover the hidden treasures of this underrated town.
Industrial Heritage Tour
One of the most fascinating aspects of São João da Madeira is its rich industrial heritage. The town is known for being the source of Portugal’s hats, footwear, and pencils, and you can explore these traditional industries up close with a variety of factory visits and museums. Here are some of the top industrial attractions to add to your itinerary:
Viarco Factory Visit
Step inside the Viarco factory, the last pencil factory on the Iberian Peninsula, and discover the art of pencil-making. From cedar wood to graphite, witness the meticulous craftsmanship that goes into creating each Viarco pencil. You’ll leave with a newfound appreciation for this humble writing instrument.
Torre da Oliva
Explore the Torre da Oliva, a former headquarters of the OLIVA metallurgy company that has been transformed into an industrial tourism and cultural venue. From art exhibitions to a brand new footwear museum, this modernist complex is a must-visit for anyone interested in Portuguese industry.
Museu do Calçado
Delve into the world of footwear at the Museu do Calçado, the newest industrial museum in São João da Madeira. Learn about the town’s shoemaking history and explore a collection of over 8,600 items from local and international shoe manufacturers.
Evereste Fabrica de Calçado
Take a guided tour of the Evereste shoe factory and witness the craftsmanship behind Portuguese footwear brands like PERKS and Cohibas. From raw materials to finished products, experience the blend of tradition and technology that goes into making high-quality shoes.
FEPSA
Discover the art of hat-making at FEPSA, a world leader in felt production. Book a tour in advance to see how natural fibers like wool are transformed into stylish headwear sold around the world. Witness the process of shaping felt into classic and fashionable hats during your visit.
Museu da Chapelaria
Immerse yourself in the history of Portuguese hat-making at the Museu da Chapelaria. Explore the former hat factory turned museum and learn about the machines and tools used in production. Don’t miss the opportunity to see firsthand accounts from factory workers and browse the museum’s collection of artifacts.
Heliotextil
Experience high-tech textile production at Heliotextil, a leading manufacturer of textiles in São João da Madeira. Discover how robots play a significant role in the manufacturing process and learn about the materials used by international clothing brands. This guided tour offers insights into the world of textile production.
Cultural and Historical Attractions
In addition to its industrial heritage, São João da Madeira boasts a variety of cultural and historical attractions that showcase the town’s rich heritage. From medieval castles to archaeological sites, there’s no shortage of things to see and do in this charming town. Here are some cultural highlights to add to your itinerary:
Castelo de Santa Maria da Feira
Venture outside São João da Madeira to visit the Castelo de Santa Maria da Feira, a classic medieval castle with a storied past. Dating back to the 9th century, this castle offers panoramic views of Santa Maria da Feira and a glimpse into Portugal’s military history.
Castro de Romariz
Explore the ruins of the Castro de Romariz, an ancient Iron Age settlement located just a short drive from São João da Madeira. Discover the mysteries of this archaeological site, which dates back over 2,600 years, and marvel at the drystone walls and structures that once housed the Turduli tribe.
Museu de Santa Maria de Lamas
Step back in time at the Museu de Santa Maria de Lamas, a museum founded by collector Henrique Alves de Amorim. Explore a diverse collection of artifacts, including natural sciences, ethnology, and religious art, as well as a unique display of cork sculptures. Learn about the history of the cork trade in Santa Maria de Lamas and immerse yourself in a world of cultural and artistic wonders.
Zoo de Lourosa
Discover Portugal’s only ornithological park at the Zoo de Lourosa, located just a short drive north of São João da Madeira. Explore 80 aviaries and open spaces housing 500 species of birds from around the world. Join daily feeding sessions and gain insights into the behavior and social structures of the park’s avian inhabitants.
Outdoor Adventures and Leisure Activities
When you’re ready to explore the natural beauty and recreational opportunities of São João da Madeira, there are plenty of outdoor adventures and leisure activities to enjoy. From pristine beaches to medieval fairs, there’s something for everyone to experience in this picturesque town. Here are some outdoor highlights to add to your itinerary:
Viagem Medieval em Terra de Santa Maria
Experience the magic of the Viagem Medieval em Terra de Santa Maria, a 12-day medieval fair held in Santa Maria da Feira every August. Immerse yourself in a world of knights, Moors, and medieval re-enactments set against the backdrop of Santa Maria’s historic castle. From jousting tournaments to artisan markets, this event offers a unique glimpse into Portugal’s medieval past.
Praia do Furadouro
Relax on the golden sands of Praia do Furadouro, one of the most beautiful beaches near São João da Madeira. Explore the dunes via boardwalk and take a refreshing dip in the Atlantic surf. Whether you’re a surfer or a sunbather, this pristine beach offers endless opportunities for relaxation and enjoyment.
Regional Food
Indulge in the unique flavors of the Aveiro District with a taste of regional cuisine. From eel stew to mussel kebabs, the local seafood specialties are not to be missed. Dive into traditional dishes like cod roasted with potatoes and olive oil, or savor succulent meat dishes like roast lamb and veal. Whether you’re a food enthusiast or a culinary adventurer, São João da Madeira offers a variety of gastronomic delights to satisfy your palate.
Conclusion
As you can see, São João da Madeira is a hidden gem waiting to be discovered. From industrial tours to cultural attractions, this charming town offers a wealth of experiences for travelers of all interests. Whether you’re a history buff, a nature lover, or a foodie, São João da Madeira has something special to offer. So plan your trip, pack your bags, and get ready to explore the best of São João da Madeira. Happy travels!