Portugal's tourism chief calls for shift to higher-value visitors amid steady growth
Francisco Calheiros said Portugal's tourism sector remains healthy but should now focus on attracting higher-spending guests rather than sheer visitor numbers.
On World Tourism Day, Francisco Calheiros affirmed that Portugal's tourism health is solid, citing continued growth in recent statistics. He reminded that tourist numbers doubled between 2009 and 2019, but further expansion is limited by the near-full utilization of Lisbon Airport. Calheiros urged a strategic pivot toward premium segments, targeting visitors from the United States, Canada, Brazil, Poland and South Korea who tend to book more nights and generate higher revenue.
He also pointed to rising production costs and the impact of global geopolitical tensions—such as the Russia-Ukraine war, the Israel-Arab conflict, and US-Iran frictions—on airline prices and traveler confidence. The tourism federation plans to embed this value-focused approach in its ten-year strategic plans, aiming to maintain revenue levels into 2027.
Why it matters
A shift to higher-spending tourists could sustain Portugal's economy despite capacity limits and rising travel costs.
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