Portugal tourism rises with AI focus and new visitor trends

Secretary of State for Tourism Pedro Machado said Portugal’s tourism revenues grew 5.5% between January and May 2026 and are on track to exceed €30 billion in 2026, positioning the country at 12th in the global competitiveness ranking and targeting a place among the top ten destinations. He highlighted four pillars shaping the sector’s future – climate change mitigation, artificial‑intelligence‑driven digital transformation, public‑private cooperation and data‑informed decision‑making – and noted that the portfolio of tourism products has expanded from ten to twenty‑two, including ecotourism, wine tourism and industrial tourism.

Industry leaders also reported a modest rise in foreign arrivals, especially from the United Kingdom and Germany, as travelers redirect from the Gulf region amid the United States‑Iran conflict. Demand is shifting toward nature‑based and “slow” tourism in Portugal’s interior, while higher fuel prices and delayed distribution of financial support pose challenges for operators.

The sector’s growth is supported by sustained public policies, long‑term strategic plans (Tourism Strategy 2027 and the upcoming 2035 plan), and investments in urban regeneration and territorial qualification.