Portugal is on track to have delivered the most successful year ever for tourism, with total revenues projected to approach €30 billion by the close of 2025.
Earnings from the sector – spanning hotels, restaurants, transport, retail and related activities – are forecast to have reached €29.4 billion. This marks a clear leap beyond the previous record of €27.7 billion achieved in 2024 and highlights tourism’s increasing contribution to the national economy.
Carlos Abade, President of Turismo de Portugal, has described the results as without precedent. Speaking to Diário de Notícias, he said the milestone reflects positive effects felt well beyond the tourism industry itself.
According to Abade, the performance is the product of sustained and carefully planned policy rather than short-term momentum. He pointed to international promotion, infrastructure investment, diversification and stronger collaboration between public and private sectors as key drivers of success.
“This is not accidental,” the tourism chief said, adding that coordinated efforts have helped Portugal rise to 12th place in the global tourism competitiveness rankings, with a clear objective of entering the top ten.
Paul Stannard, Chairman and Founder of Portugal Pathways and the Portugal Investment Owners Club, said the data underline Portugal’s status as a well-established and resilient destination.
He said: “What we are seeing is the payoff from years of strategic planning and international positioning.
“Portugal is no longer competing purely on volume, but on quality, experience and long-term value.”
Recent figures suggest that revenue growth is being fuelled more by increased visitor spending than by sharp rises in arrivals. Statistics from the National Statistics Institute (INE) show that, up to October, guest numbers in tourist accommodation rose by 3.1% to 28 million, while overnight stays increased by 2.2% to 73 million.
Over the same period, however, tourism receipts climbed by almost 8%, reaching €6.4 billion in the first ten months of the year.
“In simple terms, fewer tourists are coming, but those who do are spending more,” Abade said, noting that this trend supports Portugal’s strategy of creating greater economic value while easing pressure on destinations.
Stannard sees this evolution as particularly important for both investors and local communities. “Higher-value tourism tends to be more sustainable,” he said. “It supports local businesses, reduces strain on infrastructure and enhances Portugal’s appeal as a place to live, work and invest.”
Targeting visitors with greater purchasing power remains central to national policy. The United States has strengthened its position as one of Portugal’s most significant source markets, prompting plans for a new Turismo de Portugal office in San Francisco.
At the same time, authorities are seeking to deepen engagement with other long-haul markets, including Mexico, Argentina, Australia and several Asian countries. Abade has confirmed plans to step up activity in China, Japan and South Korea, with Australia also under consideration for a future overseas office.
Improved air links are seen as essential to sustaining this growth. Abade said the focus is on reinforcing strategic routes, adding that talks are ongoing with all airlines, including TAP.
From a global investment standpoint, Stannard believes connectivity delivers benefits that extend beyond tourism alone. “Direct routes from high-value markets are not just about tourism,” he said. “They also support inward investment, business mobility and Portugal’s global profile.”
Tourism has also been bolstered by strong investor interest through the Portugal Golden Visa residency-by-investment programme. Under the scheme, applicants can invest €500,000 in approved alternative investment funds in exchange for permanent residency, alongside a route to dual EU citizenship and a second passport for themselves and eligible family members.
The programme requires a minimum stay of just seven days per year in Portugal, making it an attractive ‘plan B’ for high-net-worth individuals and families.
Looking ahead, Portugal is preparing to introduce its Tourism Strategy 2035, which will succeed the current Tourism Strategy 2027. The new roadmap aims to ensure continued growth while safeguarding residents’ quality of life, with a focus on connectivity, mobility, infrastructure and workforce development.
“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.”
About Portugal Investment Owners Club
The Portugal Investment Owners Club, or P Club for short, is a unique investor membership community designed for discerning individuals, families, and organisations committed to exploring and capitalising on life in Portugal and enjoying money-can't-buy experiences and exclusive events.
About Portugal Pathways
Portugal Pathways has supported hundreds of Golden Visa residency-by-investment applications and provides expert guidance through its professional supply chain network on estate planning, wealth management, Golden Visa and tax optimisation, including post-NHR / IFICI tax regime planning, as well as private healthcare, money transfers and bespoke relocation and luxury real estate solutions to enhance life and investment in Portugal
Disclaimer: The information on the Portugal Pathways and Portugal Investment Owners Club (P Club for short) websites and in email communications is for general informational purposes only and should not be construed as legal, tax, or financial advice. You should consult and check with a qualified professional advisor before relying on any information provided on this website or in email communications. As it relates to investments in Golden Visas or other wealth management solutions offered by regulated and professional advisors, it is important to note that past performance is no guarantee of future returns. Private equities can be highly illiquid and come with risk and should always be under professional independent advice. Golden Visa investments need to be held for 6 to 7 years to allow for permanent citizenship/passport in the EU.
