The July edition of the report forecasts a positive second half of the year for the sector but also highlights strategic challenges that call for vision, target investment, and coordinated action.

One of the key findings is the robust growth in international markets, particularly from the United Kingdom, Spain, the United States, France, and Germany. These trends point to “a summer with more tourists, higher overnight stays, and increased revenues,” driven by international visitors with greater spending power and stronger interest in Portuguese offerings.

Domestically, the barometer indicates that the internal market remains “stable” compared to the record-breaking summer of 2024. This is seen as a “sign of resilience in national demand, despite inflation and cautious consumer spending.”

In contrast, the Asian market is identified as an underutilised strategic opportunity. Professionals stress the need for more cohesive efforts – improving direct connectivity with key Asian hubs, developing partnerships with tour operators and specialised OTAs, launching culturally tailored digital campaigns, and easing visa and entry procedures.

António Jorge Costa, President of IPDT, emphasises that while sector confidence remains high, “we cannot ignore the challenges ahead.” He highlights issues such as climate instability, limitations at Lisbon Airport, and the rising anti-tourism sentiment as areas that demand “firm and structured responses.”

Looking ahead to summer 2025, expectations for the domestic market are steady, with most professionals anticipating results similar to 2024 in terms of tourist numbers (46%) and overnight stays (51%). While revenue is expected to rise, the increase is likely to be modest, although there is a potential trend towards higher nightly rates.

The outlook for international markets is more optimistic, with 70% of professionals expecting more tourists and 67% anticipating increased overnight stays. Revenue (77%) and price per night (78%) are also expected to grow, reflecting confidence in a wealthier international clientele and in the increasing value of Portugal’s tourism offer, particularly in the accommodation segment.

This reinforces the external market’s role as a key driver of tourism performance in the summer of 2025.