Visit Portugal Shares Tourism Updates and What’s New

Portugal is one destination that continues to rise in the ranks amongst global travelers' interest. 

We caught up with the Visit Portugal team recently at the Visit Portugal Travel Trade Marketplace to discuss the latest with the destination. 

TravelPulse: How is tourism business performing over the last year and into 2024 so far?

Visit Portugal: Over the past year, the tourism business in Portugal has shown remarkable resilience and growth. Following the challenges posed by the pandemic, we have seen a significant rebound in visitor numbers. In 2023, we welcomed a diverse range of tourists from various markets, with strong performance from the US market with a 35,7% YoY increase on guests, 33,7% on stays and 31,5% on tourism receipts.  

Looking ahead, we are optimistic about continued growth. Our marketing efforts are focused on promoting Portugal as a year-round destination, emphasizing not only our stunning landscapes and rich cultural heritage but also our gastronomy, our responsible and sustainable tourism offer, and unique and immersive experiences. We anticipate an increase in international tourism supported by the expansion of flight connections and enhanced tourism offer and infrastructure. 

Overall, the outlook for tourism in Portugal remains positive, and we are committed to sustaining this momentum while ensuring a high-quality experience for all visitors. 

TP: Can you talk about the logistics and importance of the annual Portugal Marketplace event?

VP: The Visit Portugal Travel Trade Marketplace event serves as a vital platform for promoting our tourism offerings and fostering connections between Portuguese suppliers and US travel professionals.

The event is meticulously organized to ensure a smooth experience for all participants. It typically includes:

1. Destination Classroom sessions that highlight Portugal's diverse attractions, regions, and experiences and also focus on Visit Portugal's view and mission for the sector and destination;

2. Structured meetings that facilitate direct supplier-buyer engagement, enabling participants to discuss partnerships and explore collaboration opportunities and other networking opportunities that allow attendees to meet with key stakeholders, including tour operators, travel agents, and hospitality providers.

3. Study tours to the 7 regions of Portugal, that allow attendees to experience and learn about Portugal in loco. 

Our goal is to create a framework for raising awareness of Portugal's unique offerings among travel professionals, helping positioning us as a top travel destination, and fostering long-term partnerships and collaborations, which are crucial for sustainable tourism growth.

TP: What’s new on the hotels front, how are things looking there?

VP: This year, approximately 40 new hotels and local accommodations have opened across the nine islands of the Azores, significantly enhancing the region's accommodation options.

Looking ahead to 2025 and 2026, we project the addition of at least 69 new properties, including both rebranded and newly developed hotels, across the Algarve, Madeira, Alentejo, Lisbon, and the Porto and North regions.

TP: What else is new in the destinations that travelers should know about?

VP: In 2025 we will have two new United Airlines Services connecting Newark to Funchal and Faro.

The direct flight from Newark to Funchal will operate three times a week—on Wednesdays, Fridays, and Sundays—starting June 7 and running until September 24, 2025. Additionally, the Newark-Faro route will begin on May 23 and operate four times weekly, on Mondays, Tuesdays, Thursdays, and Saturdays, concluding on September 22, 2025.

The Madeira region, renowned for its natural beauty and mild climate, invites visitors to experience its stunning landscapes and year-round appeal. The ancient Laurisilva forest, a UNESCO World Heritage site, provides unique flora and lush vistas. Adventurers can hike the iconic Levadas—scenic trails that reveal hidden waterfalls and breathtaking views. Funchal, Madeira's vibrant capital, offers a rich tapestry of cultural and culinary delights, from traditional espada fish dishes to the renowned Madeira wines. For those seeking relaxation, the nearby island of Porto Santoboasts golden sands and crystal-clear waters, making both Madeira and Porto Santo ideal for travelers looking for a blend of adventure and tranquility.

Moreover, these new flights to Faro, make exploring the Algarve region easier than ever. Known for its stunning beaches, dramatic cliffs, and vibrant culinary scene, the Algarve offers a wealth of experiences for every traveler. Visitors can enjoy activities such as birdwatching and kayaking in the Ria Formosa Natural Park or indulge in the region's fresh seafood and local specialties. Sitting in southern Portugal, the Algarve is celebrated for its breathtaking coastline, charming villages, and diverse outdoor activities. Whether travelers seek historic towns, secluded beaches, or wellness retreats, this region has something to enchant everyone.

Carlos Abade, President of Visit Portugal, states that “these new routes represent a milestone in air connectivity and the strengthening of relations between Portugal and the United States. From now on, all national airports will be served by direct flights from the U.S. Turismo de Portugal is committed to exploring and maximizing opportunities in the United States, a strategic market with great potential for the Portuguese tourism sector. We are determined to position Portugal as an outstanding destination and to respond to the growing demand from American tourists, further strengthening our presence on the international stage. The U.S. market has shown exceptional performance as a source of tourists to Portugal, marked by remarkable growth and a positive contribution to our national tourism sector.” 

TP: What closing message do you have for travel advisors?

VP: As we continue to highlight the beauty and diversity of Portugal, we invite you to explore our latest offerings and share them with your clients. Your expertise and passion for travel are vital in promoting Portugal as a premier destination. Together, we can create unforgettable experiences for travelers, ensuring they discover all the wonders our remarkable country has to offer. 

Portugal boasts a wealth of diverse experiences, exceptional quality in both offerings and service, a rich cultural heritage, and a commitment to safety. The true luxury of Portugal lies not in material wealth but in our heritage and the meaningful, immersive experiences we provide. It is found in the beauty of our natural landscapes, the connections with our people, and the celebration of our traditions.

For any addition information, resources and support please visit www.visitportugal.com or contact our Visit Portugal USA office at info.usa@turismodeportugal.pt.

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