According to the digital marketing platform dedicated to tourism professionals Sojer, for summer 2025, Portugal is seeing a 7% increase in flight bookings, ahead of destinations such as Spain and France, which have seen increases of 3% and 1% respectively.

In the hotel industry, there is currently a 13% increase in demand, with 30% of reservations coming directly from the USA, a market that, according to Sojern, has seen “continuous growth since Easter”.

“American travellers continue to show the greatest interest in Portugal, with 29.6% of total hotel reservations and 16.2% of flight reservations. France (10.4%), domestic travellers (9.4%), the United Kingdom (9.1%) and Spain (5.9%) round out the top five destinations with the highest demand for hotels in Portugal,” says a statement released by the digital marketing platform dedicated to tourism professionals.

After Lisbon, Sojern's analysis indicates that Porto is “the second city with the greatest power of attraction in the country”, representing 18% of flight bookings and 22% of hotel bookings, followed by Faro (14.2% of flight bookings and 6% of hotel bookings), Funchal (6.6% of flight bookings and 1.4% of hotel bookings) and Porto Santo (5.6% of flight bookings and 1.2% of hotel bookings), which “complete the top five most sought-after Portuguese cities”.

At a European level, Sojern's analysis also found that “intra-European flights to the United Kingdom rose by 12%, with London accounting for 75% of bookings”, which is due to the major cultural events that the British capital will host, such as Coldplay's world tour and the Glastonbury festival.

The Sojern study also found that “as temperatures rise, travellers are embracing coolcations, with flight bookings to Estonia (+32%), Iceland (+17%) and Norway (+11%) on the rise.”

Despite the global context marked by “persistent political and economic uncertainties”, this research found that “the demand for travel remains, in general terms, at the same level as in 2024, which attests to the resilience of the sector on an international scale”, even though “disparities are appearing between regions and traveller flows”.

Internationally, Mexico remains “a popular summer destination, driven by a 15% increase in domestic travel despite a slight decline in total bookings,” while Peru sees a 7% increase, which is due to the “continued appeal of Machu Picchu.”

Meanwhile, “Brazil is in the midst of a travel boom, following a record January with 1.5 million international arrivals,” while summer flight bookings increased by 6% and hotel searches increased by 17%.

“In a rapidly evolving world shaped by geopolitics, environmental concerns and changing traveller expectations, the brands that succeed are those that adapt quickly, delivering timely, personalised messages that build loyalty,” says Céline Chaussegros, VP of Property at Sojern.