Top 15 Attractions and Activities in São João da Madeira, Portugal

The town of São João da Madeira in the Aveiro District is frequently regarded as one of Portugal’s most livable locations. While there aren’t abundant historical landmarks, this industrious town is rich in industrial heritage, serving as the hub for Portuguese hats, footwear, and pencils.

In recent years, many of the factories involved in these industries have opened their doors, providing a rare opportunity to observe operations typically visible only through media. This development results from an industrial tourism initiative that has significantly enhanced São João’s appeal.

Let us examine the top attractions in São João da Madeira:

1. Viarco Factory Visit

A visit to the last pencil factory on the Iberian Peninsula offers a new appreciation for the humble pencil.

Viarco is a prestigious brand, creating tools for professional designers, artists, and anyone in need of precise drawing instruments.

Visitors will be amazed to find how much of the production process still relies on skilled craftsmanship, as the manufacturing of each Viarco pencil involves cedar wood, ceramics, graphite, and numerous labor hours.

Experiencing the production process will make it hard to resist the impulse to purchase a set.

2. Torre da Oliva

This former headquarters of the OLIVA metallurgy company stands as a magnificent testament to Portuguese industry.

Constructed in the 1930s, its modernist complex is characterized by a prominent concrete tower.

After the company ceased operations, the facility was eventually acquired by the municipality and is gradually being transformed into a cultural and industrial tourism venue.

Here, visitors can find the town’s welcome center, an exhibition dedicated to the now-defunct OLIVA brand, and the Núcleo de Arte gallery showcasing contemporary art in repurposed warehouses.

A new footwear museum is also established in this complex, which will be discussed next.

3. Museu do Calçado

The newest industrial museum in São João da Madeira opened its doors in November 2016, located within the Torre da Oliva.

Dedicated exclusively to footwear, this museum draws from local shoemaking expertise and illustrates how the industry shaped the town in the 20th century.

A substantial investment has been made in the collection, which includes approximately 8,600 items from São João and around the globe.

The museum features dedicated areas for shoes, boots, sneakers, and sandals, allowing visitors to trace the evolution of footwear from prehistoric times to potential future innovations.

4. Evereste Fabrica de Calçado

At this shoe factory, a multilingual 45-minute tour is available from Monday to Thursday.

Established in 1942, Evereste produces shoes for its own brand and various other Portuguese labels, including PERKS, Cohibas, and Miguel Vieira.

This enlightening experience offers insights into the transformation of raw materials and fabrics into high-quality shoes and boots.

The factory features a blend of advanced technology and traditional shoemaking and sewing expertise passed down through three generations.

5. FEPSA

Since 1969, FEPSA has been a significant player in São João da Madeira, specializing in the production of high-quality felt for hats. A guided site visit offers a unique perspective into the operations of a global leader in its sector, lasting approximately 40 minutes.

Different from other factories, FEPSA requires prior arrangements for visits.

With a workforce of 200 employees, the factory produces around 600,000 hats annually, distributed across five continents.

Visitors will learn how natural fibers, particularly wool, are processed to create felt, followed by how this material is expertly fashioned into both classic and contemporary headwear.

6. Museu da Chapelaria

If your curiosity is piqued by the hat-making craft at FEPSA, the Museu da Chapelaria is a must-visit.

Situated within the Empresa Industrial de Chapelaria, a prominent hat factory established in 1914, this museum embodies the heart of Portugal’s millinery industry until its closure in 1995. A decade post-closure, it was revitalized as a museum utilizing the original machinery.

The museum houses every machine and tool previously employed in production, alongside personal narratives from workers, photographs, and videos depicting the factory during its height, when hats were an essential part of daily attire.

The experience concludes with a visit to the on-site shop or restaurant, alongside a monument honoring the factory workers in the courtyard.

7. Heliotextil

This high-tech textile company, operating in São João for over five decades, is the final factory experience we will cover.

Employing over 100 individuals, Heliotextil utilizes automation to streamline its processes, which differentiates it from the other factories discussed.

If you have ever wondered about the source of elastics, transfers, and labels on apparel, a visit here will provide clarity.

Touring the facility, you will discover the many international brands that depend on Heliotextil for these essential materials.

Available tours are conducted in English, French, Spanish, or Portuguese and last for approximately 45 minutes.

8. Mercado Municipal

São João’s municipal market is more than just a local establishment, boasting three floors filled with fresh produce, clothing, and home goods within a spacious hall.

Notable highlights include the lower floor, which features live animals, as well as farmers’ stalls, butchers, and fishmongers showcasing a variety of unique products (eels being particularly noteworthy). The upper levels include fruit and vegetable vendors, a small supermarket, snack bar, bakery, and clothing stalls on the top floor.

9. Castelo de Santa Maria da Feira

Located just ten minutes west, the Castelo de Santa Maria da Feira is a classic medieval fortress and one of Portugal’s most valued military monuments.

This impressive edifice dates back to 868 and was erected by Alfonso III of Asturias during the onset of the Moorish occupation.

In the 11th century, it faced two sieges by the Moors before becoming a strategic base for the Reconquista in the 12th century.

It remained in use until the 1500s, when advancements in artillery rendered these formidable walls obsolete.

Visitors can stroll along the outer parapet, while internal tours include spiral staircases leading to panoramic views of Santa Maria da Feira.

10. Castro de Romariz

Across numerous hilltops in Northern Portugal, visitors can explore captivating ruins of fortified towns established well before the arrival of the Romans.

This particular Iron Age settlement, located approximately 15 minutes from São João, was home to the Turduli tribe and is approximately 2,600 years old.

The site comprises a puzzling arrangement of drystone walls, constructed in both square and circular patterns, representing the resilient remains of once-thatched huts.

Archaeological digs commenced in the mid-19th century, during which time a treasure hoard known as the Treasure of Romariz was also discovered.

11. Museu de Santa Maria de Lamas

This museum, established in the 1950s, owes its origins to a private collector, Henrique Alves de Amorim, who was an art enthusiast with a diverse array of interests and collections.

The museum’s exhibits encompass natural sciences, ethnology, tiles, tapestries, medals, paper currency, and an impressive selection of religious artwork.

Henrique Alves de Amorim made his fortune in the cork industry, and the museum features a concise history of cork production around Santa Maria de Lamas.

Among the displays are processing tools from the early 1700s, alongside notable cork sculptures representing a caravel from the Age of Discovery and Lisbon’s Belém Tower.

12. Zoo de Lourosa

Located a short drive north of São João in Lourosa, this is Portugal’s only ornithological park.

The zoo focuses solely on avian species, providing a home for its inhabitants in 80 humane aviaries and open habitats.

With over 500 bird species represented, from 150 different species across five continents, the zoo presents a stunning variety of avifauna.

Visitors can observe birds of prey, tropical species such as macaws and parrots, and local waterfowl including geese and swans.

Daily feeding sessions for flamingos offer unique insights into their behavior and social structures.

13. Viagem Medieval em Terra de Santa Maria

For 12 days each August, Santa Maria da Feira hosts the largest medieval fair on the Iberian Peninsula and one of the most substantial in Europe.

Since its inception in 1996, this event has grown into an extensive festival supported by a multitude of volunteers, offering diverse activities for attendees.

Showcasing mock battles with impressive production quality, siege machinery, theatrical performances, dances, a bustling medieval market, equestrian displays, falconry exhibitions, and archery tutorials, the line-up is extensive.

The venue for these festivities is the castle, with the theme focusing on the Reconquista, featuring reenactments between Portuguese knights and Moors.

14. Praia do Furadouro

The Atlantic Ocean is merely a ten-minute drive away, lined with an array of inviting beaches.

While many beaches possess their unique charm, none are as spectacular as Praia do Furadouro, located near the resort town of Ovar.

This beach is bordered by sand dunes accessible via a boardwalk, and its pristine white sands shimmer brilliantly on sunny days.

With rolling Atlantic waves that appeal to surfers, the water might be a bit brisk for swimmers, although wading near the shore is comfortable.

The nearby resort offers affordable dining and refreshment options, ensuring a pleasant experience.

15. Regional Food

Given its coastal location, the Aveiro District is rich in fish and seafood dishes that are special to this region of Portugal.

One notable dish is eel stew (caldeirada de enguinas), which combines potatoes and stale bread.

Another unique offering is mussel kebabs (espetadas de mexilhão), which are simply fried and seasoned with lemon juice.

Additionally, the region boasts countless cod preparations, with one traditional method involving roasting it and serving it on a garlic and olive oil-infused bed of “crushed” potatoes.

Away from the coast, succulent meat dishes like clay pot-roasted lamb (carneiro à lampantana) and roast veal (vitela asada) are also prevalent.