The Algarve has once again been chosen by Portuguese consumers as the country’s most trusted tourism region, according to the latest “Marcas de Confiança 2026” (Trusted Brands 2026) study.
The survey – carried out by Selecções, a magazine published by Reader’s Digest – found that the Algarve accounted for 41.4% of responses in the “tourism regions” category.
This marks the seventh time the region has received the distinction, and the third consecutive year it has topped the ranking.
The study also assessed consumers’ perceptions of different qualities linked to the region. The Algarve was rated positively for quality, value for money and sustainability, with year-on-year improvements recorded.
For André Gomes, president of regional tourism board Turismo do Algarve, the recognition carries strong symbolic value.
“Receiving once again the distinction of Trusted Brand is a source of satisfaction and responsibility. We thank the Portuguese people for the trust they continue to place in the Algarve,” he said.
He added that the award, given on the same day the regional tourism board marks its 56th anniversary, reinforces its commitment to improving the destination and visitor experience.
The “Marcas de Confiança” study has been running for more than two decades and is based on open-ended questions, allowing respondents to freely name the brands they trust most.
The 2026 edition included 12,000 households, designed to reflect the Portuguese population by age and gender. Data collection took place between September and November 2025.
