Tourism in Portugal is still on the up and should continue to grow this year. Tourism professionals project growth to 33 million guests and 6.5 billion euros in revenue by 2025, according to the Tourism Barometer of the IPDT - Institute for Tourism Planning and Development.
The survey period for the 72nd edition of the IPDT Barometer ran from 4 to 18 October 2024, gathering 45 valid responses. ‘For 2025, the IPDT Tourism Barometer reveals that the sector is confident, with optimistic forecasts for the main indicators, but it also shows challenges that require strategic responses,’ the document reads.
With regard to the number of guests, 56% of members anticipate figures of between 30.1 and 33 million, surpassing the 30 million recorded in 2023.
Overnight stays, meanwhile, present an equally promising scenario, with 78% of respondents projecting between 75.1 and 81 million, surpassing the 77.2 million recorded in 2023. This increase suggests not only greater demand, but also a possible extension in the average length of stays.
With regard to overall revenue, 80% of experts expect figures of between 5.6 and 6.5 billion euros, up from the 5.7 billion achieved in 2023.
What factors will have the ‘most positive’ impact on tourism development?
According to the IPDT Tourism Barometer, the factor that will have the most positive impact on national tourism in 2024 is the continuous improvement of supply and services, mentioned by 44 per cent of respondents. ‘This reflects the importance of continuing to invest in the quality of tourist experiences, adapting them to the growing demands of travellers,’ says the study. The second most important factor is security and political and social stability, cited by 42 per cent of professionals.
Which factors will have a ‘more negative’ impact?
Although the national tourism scenario is encouraging and positive, the sector faces challenges that could condition its development in 2025. The shortage of qualified human resources stands out as the main challenge, mentioned by 51 per cent of respondents. Rising prices and inflation, cited by 40 per cent of experts, represent another major obstacle.
What should be the main focus of national tourism?
Among the priorities identified by the Barometer's experts, two actions stand out as equally important: segmented tourism promotion and consolidating Portugal's image as a destination of excellence (19 per cent), and diversifying and upgrading the tourism offer, with a focus on sustainability (19 per cent). ‘These endeavours reflect the need to continue attracting qualified audiences, while expanding and improving the offer to respond to global trends,’ the study points out.
The members of the Tourism Barometer also identified the main trends that should shape travellers' behaviour in 2025. Personalised and tailor-made trips emerged as the main trend (63%), followed by the search for authentic cultural experiences in cities (60%). Safety was mentioned by 30 per cent of the experts.