Portugal’s tourism industry has grown into one of the most dynamic in Europe, consistently punching above its weight for a country of just 10.3 million residents. The figures below draw from INE - Statistics Portugal, Turismo de Portugal, and UNWTO World Tourism Barometer data, updated for the 2024 full-year results and early 2025 indicators.
Headline Numbers
Portugal received an estimated 32.4 million international tourists in 2024 - a new all-time record, up roughly 6% on 2023’s 30.5 million. Total tourism revenues for the year exceeded €24 billion, representing approximately 15–17% of GDP. For context, the 2019 pre-pandemic baseline was 27.1 million tourists; Portugal has now grown well beyond that peak.
Overnight stays in hotels, hostels, and registered accommodation reached 75.5 million in 2024 - the highest ever recorded by INE. The average length of stay for international visitors is approximately 2.8 nights in Lisbon and Porto, rising to 6–7 nights in the Algarve and 8–9 nights in Madeira, where visitors typically base themselves for longer beach or walking holidays.
Top Source Markets
| Rank | Country | Share of Arrivals (2024 est.) |
|---|---|---|
| 1 | United Kingdom | ~14% |
| 2 | Spain | ~12% |
| 3 | France | ~11% |
| 4 | Germany | ~10% |
| 5 | USA | ~8% |
| 6 | Brazil | ~6% |
| 7 | Netherlands | ~4% |
| 8 | Italy | ~4% |
The UK overtook Germany as the single largest source market in 2024, a shift driven by direct flight capacity and the post-Brexit surge in British demand for EU sun destinations. American visitors - already the largest long-haul market by spending - grew notably, buoyed by strong transatlantic routes from Lisbon and direct flights into Porto and Faro. Brazil remains the dominant Portuguese-speaking market and is increasingly important for Porto, which has strong cultural and historic ties to Brazil.
Most Visited Destinations
Lisbon dominates Portugal’s inbound figures, accounting for roughly 30% of all international overnight stays. The Lisbon Metropolitan Area attracted approximately 22.5 million overnight stays in 2024 from both domestic and international visitors combined. The city is consistently ranked among Europe’s top five city-break destinations.
Porto and the Norte region have grown rapidly over the past decade. Porto now receives over 10 million overnight stays annually, with strong performance from city-break travellers from the UK, Netherlands, and Germany.
The Algarve remains the country’s primary sun-and-sea destination, contributing roughly 25% of total national overnight stays. Faro Airport handles the largest volume of package holiday arrivals. The Algarve’s seasonality is improving - summer still dominates, but spring and autumn shoulder seasons now account for a growing share of bookings.
Madeira posted its strongest-ever year in 2024, with record overnight stays and an average visitor spend that significantly exceeds the mainland average. The island’s all-year appeal (mild winters, dramatic walking trails, no mass-beach culture) attracts a higher-value visitor than many Portuguese destinations.
The Azores have benefited from the archipelago’s “sustainable tourism” positioning. Visitor numbers are deliberately managed to protect the environment; São Miguel receives the majority of arrivals, but inter-island travel is increasing as travellers explore beyond Ponta Delgada.
The Alentejo is Portugal’s fastest-growing region for tourism in percentage terms - from a lower base - driven by agrotourism, wine tourism, and the growing popularity of the Rota Vicentina walking trail.
Tourism Revenue and Spending
Total tourism receipts exceeded €24 billion in 2024. Average daily spend per international visitor varies significantly by market:
- US visitors: approximately €190–210 per day
- UK visitors: approximately €130–150 per day
- Spanish visitors: approximately €90–110 per day (shorter stays, often visiting family)
- Brazilian visitors: approximately €140–160 per day
Revenue per available room (RevPAR) in Lisbon reached record highs in 2024, averaging above €130 in the city centre for the full year - comparable to Barcelona and Amsterdam. Porto and the Algarve also set RevPAR records.
Seasonality
Portugal’s tourism is unevenly distributed across the year. July and August together account for approximately 30% of annual overnight stays. However, the shoulder seasons (April–June, September–October) have grown substantially, driven by remote workers, long-stay visitors, and the global shift toward experience travel over peak-season beach holidays. The low season (November–February) remains dominated by domestic travel outside Madeira, which sees strong northern European inflow throughout the winter.
Turismo de Portugal’s national strategy - “Tourism Strategy 2027” - explicitly targets deseasonalisation and geographic dispersal as twin goals, aiming to direct more visitors to the interior and off-peak months.
Employment
Tourism supports approximately 430,000 direct jobs in Portugal - roughly 8% of the national workforce - and an estimated 750,000 jobs when indirect and induced employment is included. The hospitality sector is the largest employer of young workers in Portugal, accounting for a disproportionate share of under-25 employment in Lisbon, Porto, and the Algarve.
Outlook: 2025 and Beyond
Early 2025 data from INE through Q2 suggests continued growth of approximately 4–5% year-on-year, tracking slightly below 2024’s pace but on a higher base. Structural tailwinds include expanding Lisbon and Porto route networks, the continued strength of US transatlantic demand, and growing interest from Middle Eastern and Asian long-haul markets.
The main risk factor is capacity: Lisbon’s Humberto Delgado Airport is operating near its limits, and the new Lisbon airport at Montijo remains under political and legal review. Airport capacity constraints could cap growth in the Greater Lisbon area, potentially redirecting more demand to Porto and secondary airports at Faro and Madeira.
Sources: INE (Statistics Portugal), Turismo de Portugal Annual Reports, UNWTO World Tourism Barometer, Banco de Portugal Balance of Payments Data. All figures are estimates or provisional where marked; final 2024 data will be published by INE in H1 2025.