Tourism confidence receives a summer surge
In the heart of Europe, Portugal's tourism industry is gearing up for another promising summer season, with concerns and opportunities aplenty. António Jorge Costa, President of IPDT, has expressed his concerns about the challenges ahead, including climate instability, limitations at Lisbon Airport, and rising anti-tourism sentiment. Yet, the internal market remains stable compared to the record-breaking summer of 2024, offering a sign of resilience in national demand.
The external market, however, is reinforcing its role as a key driver of tourism performance. The robust growth in international markets is expected to be driven by a wealthier international clientele with a stronger interest in Portuguese offerings. This is particularly true for the United Kingdom, Spain, the United States, France, and Germany, where the growth is robust and expected to continue.
One underutilised strategic opportunity lies in the Asian market. To capitalise on this, Portugal is focusing on four key strategies: enhancing direct connectivity, forming strategic partnerships, conducting targeted digital campaigns, and adjusting visa policies.
Leveraging TAP Air Portugal’s strategic privatization and Lisbon’s geographic advantage can boost direct flights from Asia. By integrating TAP into global alliances like SkyTeam via potential Air France-KLM control, long-haul capacity can be increased, establishing Lisbon as a key refueling and stopover hub for Asian travelers to Europe, Latin America, and Africa. Lisbon’s proximity to Asia (e.g., 20-hour flights to Tokyo or Seoul) is shorter than from central Europe, making direct routes attractive. Airport expansions including cargo facilities support this strategy.
Building strong ties with Asian business hubs, exemplified by Portuguese law firms’ presence in Singapore and agreements with regional partners, fosters business and tourism synergies. This legal and business collaboration reflects a broader approach to deepen economic and cultural ties with Asia and target Asian travelers interested in Portugal and Portuguese-speaking African markets.
Portugal could also increase investment in digital marketing tailored to Asian demographics, emphasising cultural links, easy connectivity, and Portugal’s unique tourism offerings. Campaigns can highlight Portugal as a diverse gateway to Europe, Africa, and the Americas, aligning with economic diversification goals.
To attract more Asian tourists, simplifying visa procedures and possibly expanding visa exemptions or streamlined processes for Asian nationals would reduce barriers to travel. While specific visa policies are not detailed, the emphasis on deepening international relations and facilitating exchange in the Guangdong-Hong Kong-Macao cooperation zone underscores the importance of mobility facilitation in regional strategies.
Professionals stress the need for more cohesive efforts to tap into the Asian market. Most anticipate steady results for the domestic market in summer 2025, with similar tourist numbers and overnight stays compared to 2024. The outlook for international markets is more optimistic, with 70% of professionals expecting more tourists and 67% anticipating increased overnight stays. The July edition of the report forecasts a positive second half of the year for the sector.
António Jorge Costa calls for "firm and structured responses" to address the identified challenges. These efforts include 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. With these strategies in place, Portugal is well-positioned to maximise inbound tourism growth from the Asian market.
- António Jorge Costa, in light of Portugal's growing tourism industry, is eager to increase direct flights from Asia, utilizing TAP Air Portugal's strategic privatization and Lisbon's geographic advantage.
- To capitalize on the Asian market, Portugal is focusing on digital marketing campaigns tailored to Asian demographics, emphasizing cultural links, easy connectivity, and Portugal's unique tourism offerings.
- To cater to the Asian market more effectively, Portugal could simplify visa procedures and possibly expand visa exemptions or streamlined processes for Asian nationals, reducing barriers to travel.
