Chitra Stern, CEO and co-founder of the Martinhal Group and Edu Hub Lisbon, stands among Portugal’s most influential entrepreneurs. A visionary in luxury family travel and urban innovation, she has reshaped how families live, learn, and explore. Under her leadership, Martinhal has grown into a trusted collection of premium destinations, spanning Sagres, Quinta do Lago, Chiado, and Lisbon’s Parque das Nações, each redefining what family-focused hospitality can be.
Her impact extends far beyond tourism. As the driving force behind Edu Hub Lisbon, she has transformed an overlooked industrial zone into a vibrant education and innovation district, home to international schools, creative industries, and global academic partnerships. Honoured with Portugal’s Medal of Merit for Tourism, Chitra embodies long-term thinking, cross-sector creativity, and a deep commitment to Portugal’s global future. With new developments on the horizon in Praia da Luz and Belas Clube de Campo, she continues to shape the country’s appeal for international families, founders, and investors.
You pioneered family-focused luxury tourism in Portugal at a time when this market barely existed. What inspired your original vision for Martinhal, and how satisfying has it been to watch that vision grow from the flagship Sagres resort into a portfolio of four exceptional properties with two exciting new developments on the horizon?
“This year, we celebrated Martinhal’s fifteenth anniversary. When we opened Martinhal Sagres in 2010, our vision was to combine the quality and design of a luxury hotel with the practicality and warmth that families genuinely need. At the time, the term “family-friendly” in luxury travel often meant compromises, either on style or experience.
“We saw an opportunity to re-think and elevate the standard for family travel. As a business, it is deeply rewarding to see how Martinhal has helped change perceptions of what family travel can look like. From Sagres to Lisbon, we have consistently created environments where families feel truly welcome, without sacrificing sophistication. Seeing that original idea grow into a trusted brand with global recognition has been incredibly fulfilling.”
Martinhal Residences in Lisbon’s Parque das Nações marks an impressive milestone as Portugal’s first family-focused branded residences. What sparked this innovative expansion beyond traditional hospitality, and how has your expertise in creating exceptional family environments translated into this residential model?
“Our move into branded residences felt like a natural evolution. We had many loyal guests who wanted to own a slice of the Martinhal lifestyle, not just visit it. The rise of branded residences globally, particularly among families and individuals seeking security, community, and flexible living aligned perfectly with our own ethos. At Martinhal Residences, we took everything we had learned about design, comfort, and service in our resorts and embedded that into long-term living.
“From child-safe finishes to co-working areas and concierge services, we designed every element with the modern, dynamic family in mind. That means thinking beyond just comfort and safety, it’s about supporting the full rhythm of family life, across all ages. We have created secure, engaging play areas for young children, but also dedicated zones for older kids and teens, including quiet study corners, and gaming spaces where they can relax and connect. Outdoors, the landscaped gardens, swimming pool, and play area, encourage children to explore safely in view of their parents.
“At the same time, many of our residents work remotely or travel frequently, so we built in flexible co-working spaces, soundproof pods, and robust digital infrastructure. The result is a community designed not just for living, but for thriving as a family in today’s interconnected world.”
Your ability to deliver outstanding experiences across such diverse settings, from Sagres’ beachfront to Chiado’s historic heart demonstrates remarkable versatility. How have you successfully maintained the essence of what makes Martinhal special whilst tailoring each property to its unique location and character?
“The key to our success lies in staying true to our core values; design, authenticity, family, and service, while also allowing each Martinhal property to express a unique identity rooted in its location. When we first discovered Sagres over twenty years ago, we were captivated by its wild, untouched beauty. There, nature and sustainability became our guiding principles, shaping everything from architecture to lifestyle offerings. In Chiado, we embraced the richness of Lisbon’s historic heart and the layered architecture, cultural depth, and energy of a historic capital city to create an intimate city-centre sanctuary that feels unmistakably Martinhal.
“At Martinhal Residences in Lisbon Oriente, we took our vision into a future-forward direction, crafting spaces for modern family living within an architecturally ambitious and rapidly evolving neighbourhood. Here, art and design play a central role, from our collaborations with renowned Portuguese artists like Bordalo II, to carefully curated interiors and public spaces that reflect the creative energy of Expo-era Lisbon. Across all our projects, we work closely with visionary architects, interior designers, and local artisans to ensure that the built environment reflects the spirit of place, while always delivering the elevated, effortless experience that defines the Martinhal promise: to make guests and residents feel both inspired and entirely at home.
“This same philosophy is now shaping our upcoming developments at Belas Clube de Campo, close to Sintra, and Martinhal Residences, Praia da Luz in the Algarve. In Belas, we are bringing Martinhal’s design sensibility to a lush, master-planned estate on the edge of Lisbon combining green living with access to world-class amenities, still less than thirty minutes to downtown Lisbon. In Praia da Luz, we return to the Algarve with a fresh, sustainable take on coastal living, blending biophilic design with comfort and functionality. Each project extends our DNA into new landscapes, while remaining anchored in the values that have guided us from the start.”
Edu Hub Lisbon stands as a transformative achievement, turning an underutilised industrial area into a thriving international education and innovation district serving 55 nationalities. What aspects of this urban regeneration project have been most rewarding, and how did you bring stakeholders together to support this vision?
“Edu Hub Lisbon has been one of the most complex and rewarding transformations we have led, not just in terms of physical regeneration, but in shaping an entirely new urban identity. It began with a vision: to create a vibrant ecosystem where education, entrepreneurship, and internationalisation could thrive side by side. That vision started to come to life in 2020 with the opening of United Lisbon International School (ULIS), inaugurated by Mayor Carlos Moedas in 2021, which became the anchor for the area’s reinvention and a magnet for globally mobile families.
“Since its launch, ULIS has grown year on year, now welcoming students from over 55 nationalities and serving as a hub for innovation and cultural exchange. As the school matured, so too did the broader Edu Hub Lisbon campus with steady investment in infrastructure, including a new 250-seat auditorium, specialist labs, and flexible spaces for teaching and events. We recently introduced our Campus as a Service model to support international education operators looking to establish a presence in Europe. This led to our most recent milestone: welcoming Virginia Commonwealth University (VCU) as our first US academic partner, marking a major step in further enhancing Lisbon’s reputation as a global base for higher education and programme development.
“The surrounding district of for once an overlooked industrial zone is now emerging as one of Lisbon’s most exciting creative and innovation quarters. A few years ago, Edu Hub hosted one of its first major cultural milestones: the EVILution exhibition by Bordalo II, which brought international attention to the area and set the tone for the creative ambition of the district. Since then, Marvila has continued to evolve, attracting artists, architects, co-working hubs, and tech start-ups. Meanwhile, just next door in the Park of Nations, an increasing number of multinational companies are choosing to establish their HQs and innovation centres, drawn by the area’s connectivity, talent pool, and the dynamic ecosystem that Edu Hub has helped spark.
“Bringing all this together has required time, trust, and collaboration across public and private sectors, from local authorities and international education operators to architects, urban planners, and cultural partners. It is deeply gratifying to see that what was once a dormant site is now a dynamic, future-focused district that reflects the values and energy of a forward-this focused Lisbon.”
Your launch of the “Campus as a Service” model in 2025 addressed a genuine market need whilst supporting international education growth. What opportunities did you recognise that led to this innovation, and how does this model enable education operators to establish themselves more effectively in new markets?
“In the intervening years, we had enjoyed welcoming various student groups from top-tier international institutions such as Master’s and MBA programmes, who ran projects at Edu Hub. As this journey continued, we saw first-hand how challenging it is for international education providers to expand into new geographies; the capital expenditure, local regulations, and infrastructure requirements can be daunting. Our “Campus as a Service” model emerged as a direct response to this market gap. By offering ready-built, fully serviced educational environments including academic space, student housing, and operational support our aim is to allow institutions to focus on pedagogy and community, rather than logistics.
“This model found strong early traction with Edu Hub Lisbon, where we welcomed Virginia Commonwealth University (VCU) as our first US partner this autumn. Their presence at Edu Hub will further unlock Lisbon’s potential as a European base for academic innovation and global learning. We hope that it will demonstrate how this model can accelerate international growth, foster cross-border collaboration, and support Lisbon’s positioning as a knowledge economy destination.”
Building successful enterprises across hospitality, real estate, and education showcases exceptional strategic thinking. What key insights have you gained from working across these sectors, and how has your diverse experience strengthened your approach to each business?
“At their core, all these sectors hospitality, real estate, and education are about people: how they live, learn, travel, and connect. One of the most powerful insights I’ve gained is that cross-sector experience creates better, more human-centred outcomes. Hospitality taught us about comfort, flexibility, and service. Education revealed the importance of community, values, and long-term impact. Real estate demands rigour, vision, and future-proofing. Blending these disciplines has helped us shape projects that support modern families in an integrated, resilient way.
“But alongside strategic thinking, I am a firm believer in lifelong learning especially in leadership. I returned to the London Business School decades after completing my MBA and ACA to pursue several executive education certificates in finance, including Private Equity and Family Office leadership and M&A.
“Some people ask me why, after so many years, I would go back to study. My answer is simple: the world is changing fast, and to lead effectively, you must stay open, curious, and constantly evolving. As we say in Tamil: “What we know today is merely a fistful of earth. What we don’t know yet is the size of the Earth.” That mindset of humility and growth has guided every step of my journey and continues to shape how I approach the future.”
Receiving Portugal’s Medal of Merit for Tourism acknowledges your significant contribution to the country’s international reputation. How rewarding has it been to play a role in positioning Portugal as a premier destination for discerning international families, and what potential do you see for continued growth?
“It was an incredible honour and a reminder that tourism is not just about numbers, but about shaping how people see a country. Portugal has become one of Europe’s most desirable destinations, and I’m proud Martinhal has contributed to that. We helped show that Portugal could offer a luxury family product that was both globally competitive and authentically Portuguese. There is still so much potential particularly in areas like the Alentejo and Western Algarve, and in developing Portugal as a destination for long-term living, not just short-term visits.”
Your expansion into Praia da Luz and Belas Clube de Campo demonstrates continued confidence in Portugal’s appeal. What excites you most about these new projects, and how do they complement your existing portfolio whilst opening new possibilities?
“Both projects are deeply aligned with our values. In Praia da Luz, we’re returning to our roots—family-focused, sustainable coastal living while introducing a biophilic, design-forward residential concept tailored to a new generation of buyers. At Belas Clube de Campo, under our new Martinhal Living brand, we’re bringing the Martinhal experience to a green, master-planned community on Lisbon’s doorstep, ideal for families seeking space, lifestyle, and connectivity.
“What excites me is how each project brings the Martinhal ethos to life in its own way: Belas offers spacious homes immersed in nature, with the structure and amenities of a fully serviced estate. In contrast, Luz reimagines the convenience and quality of branded residences within a relaxed, beachside setting, where wellness, biophilic design, and a laid back coastal lifestyle define a new model for the Algarve.”