After consecutive record-breaking years for national tourism, many expected 2025 to be a challenging year in terms of maintaining the same growth trajectory. Sustaining the pace seen in 2023 and 2024 over multiple consecutive years was never going to be easy. However, 2025 may well become another record year for Portuguese tourism. Let’s take a closer look:
The ongoing growth in demand set the stage for a strong 2025. The first official figures available—referring to the first four months of the year—indicate a 2.7% increase in overnight stays compared to the same period in 2024. Within this growth, international overnight stays rose by 1.2%, while the domestic market saw a remarkable 6.2% increase. Equally notable was the rise in total revenues from tourist accommodation, which grew by approximately 7.5% year-on-year. Forecasts from major national operators suggest a strong summer season ahead, continuing the positive momentum from earlier in the year.
At a macro level, the first half of 2025 has been marked by escalating geopolitical instability worldwide—a factor that typically acts as a constraint on the travel and tourism sector. Nevertheless, international investors and operators continue to show strong interest in Portugal’s tourism industry. This is evident in recent transactions such as Arrow Global’s acquisition of Tróia Resort, as well as announcements of new properties under both national and international brands, including IHG and Hilton.
The main challenge facing the sector lies in attracting and retaining human resources. There is a clear and urgent need to enhance the country’s capacity to welcome immigrants who can help meet the growing demand.
We now await the figures for the coming months which may well confirm—once again—that 2025 is the best year ever for the tourism sector in Portugal.
Eduardo Abreu – Partner of neoturis
Neoturis is a consulting, strategic and business company, aimed at monitoring the tourism, entertainment and leisure sector. In operation since November 2000, the objective is to exclusively support companies, public and private, in initiatives and opportunities associated with the sector.
