Tourism in Portugal is set to close 2025 with record revenues of almost €30 billion, marking the best year ever for the sector and a growth of around 6% compared with 2024.
Tourism revenue – which includes spending on accommodation, restaurants, transport, shopping and other services – is expected to reach about €29.4 billion this year, surpassing the previous record of €27.7 billion registered in 2024.
“We will reach close to €30 billion in revenue and grow in a very solid way,” said Carlos Abade, president of Turismo de Portugal, in an interview with Diário de Notícias. “This is important for tourism, but above all for the country, because this figure benefits all sectors of activity.”
Abade described the results as unprecedented and said they reflect a sustained strategy based on international promotion, infrastructure investment, improving tourism products, workforce training and strengthening companies.
“This is ongoing work. It does not happen by chance,” he said. “Public and private cooperation has generated extraordinary results and allowed Portugal to become the 12th most competitive tourism destination in the world. Our ambition is to reach the top 10.”
Fewer tourists, higher spending
Recent data show that growth has been driven more by spending than by visitor numbers. According to the National Statistics Institute (INE), up to October the number of guests in tourist accommodation rose by 3.1% to 28 million, while overnight stays increased by just 2.2% to 73 million.
By contrast, total revenue grew by almost 8%, reaching €6.4 billion in the first 10 months of the year.
“In simple terms, fewer tourists are coming, but those who do are spending more,” Abade said. “This aligns with our strategy of creating more value with less volume.”
Focus on higher-value markets
Attracting visitors with greater purchasing power remains a priority. The United States has consolidated its position as one of Portugal’s key source markets, prompting Turismo de Portugal to plan the opening of a new office in San Francisco.
The strategy also includes expanding into other long-haul markets, including Mexico, Argentina, Australia and Asia.
“We will make a strong investment in Mexico, and the same will happen with Argentina and Asia. We will continue to strengthen our presence in China, Japan and South Korea,” Abade said. “Australia is also a market where we may open an office.”
Air connectivity will be crucial to this expansion. “Our goal is to strengthen routes that are strategic for Portugal,” he said, adding that discussions are ongoing with all airlines, including TAP.
Infrastructure remains a concern
Abade acknowledged that Lisbon’s Humberto Delgado Airport remains a challenge.
“We need to keep improving efficiency at Lisbon airport,” he said. “There is concern, but some increase in capacity is expected following investment. Improving the experience for visitors arriving through Lisbon is essential.”
Tourism Strategy 2035
The new Tourism Strategy 2035, which replaces the current Tourism Strategy 2027, will focus on balancing tourism growth with residents’ quality of life, as well as addressing connectivity, mobility, infrastructure and workforce needs.
“We are building a strategy not just for tourism, but for the country,” Abade said. “Tourism must continue to be a pillar of prosperity and well-being for the Portuguese people.”
