Portugal tourism shifts strategy toward economic value over visitor volume

Portugal's tourism sector is shifting its strategic focus from increasing visitor volume to maximizing economic value. At the VIII Portuguese Tourism Summit in Lisbon, leaders including Prime Minister Luís Montenegro and Confederation of Tourism of Portugal (CTP) President Francisco Calheiros emphasized that the industry has entered a phase of maturity. The goal is now to attract higher-spending visitors who stay longer, rather than pursuing double-digit growth in sheer numbers.

Lisbon Mayor Carlos Moedas noted that while the city does not suffer from mass tourism as a whole, certain specific areas face excess pressure. Meanwhile, the CTP highlighted that infrastructure constraints, particularly at Lisbon Airport, remain a significant obstacle to future growth.

Regional celebrations for World Tourism Day are also underway across the country. In the Alentejo region, tourism growth was noted as a leader in the country, with plans to launch a digital platform featuring over 100 experiences. Other regions, including Alto Minho, Castelo de Paiva, and Castro Verde, are marking the occasion through local cultural, gastronomic, and digital innovation initiatives, such as the launch of the 'Rota da Biosfera' and new mobile applications to enhance visitor engagement.