Half-day experiences are especially popular when they combine sightseeing along iconic coastal landscapes, strategic stops for swimming, and visits to multiple points of interest within a single itinerary.

A detailed analysis of data collected from travellers reveals the specific factors behind the excellent reputation of these two Portuguese regions.

The Algarve

In the case of the Algarve, the high rating is driven by the scenic beauty of the southern coast, characterised by golden cliffs, secluded beaches, and unique rock formations.

Itineraries covering historical and natural landmarks, such as Ferragudo Castle, the Carvoeiro Lighthouse, and the world-famous Benagil Cave, rank among the experiences most praised and sought after by customers.

Meanwhile, Madeira stands out for a value proposition rooted in the grandeur of its Atlantic landscape and direct contact with biodiversity.

Southwestern coast

Routes along the southwestern coast allow visitors to view towering cliffs, such as Cabo Girão, rising approximately 580 meters, enjoy deep, clear waters at spots like Cais da Lapa, and spot marine species like dolphins and turtles in their natural habitat.

"Interest in boat tours has been gaining momentum among tourists. More than 88%. Interest in boat tours has been increasing among tourists.

More than 88% of respondents state they are interested or very interested in booking boat excursions during their vacations." — Appinio / TUI Musement study was based on a rigorous analysis of thousands of reviews left by customers who took boat excursions over a two-year period, spanning May 2024 to May 2026.

To ensure statistical relevance and avoid data skew, the company established an eligibility criterion requiring each destination to have at least 1,150 validated reviews on its platform.

International destinations

Thailand secured two spots at the top of the rankings, with Phuket taking the lead with a score of 8.89 and Khao Lak coming in second with 8.80.

Portugal established itself as the leading European power in this specific segment of leisure tourism, positioning its two main summer holiday regions immediately behind the Asian destinations: the Algarve in third place and Madeira in fourth.

The list of the ten highest-rated destinations globally is completed by Paphos (Cyprus) in fifth place, Karpathos (Greece) in sixth, Sal Island (Cape Verde) in seventh, Tenerife (Spain) in eighth, Protaras (Cyprus) in ninth, and Fuerteventura (Spain) in tenth.

This performance reinforces the strategic importance of investing in the blue economy, coastal preservation, and the professional development of local maritime tourism operators.

These assets translate into high customer satisfaction and boost the "Portugal" brand's visibility across TUI’s global distribution channels, which include digital platforms, travel agencies, hotels, and partner airlines.