Portugal is preparing to launch a 10‑year Tourism Strategy 2035, designed to deliver balanced and cohesive growth across the country and elevate its position in the World Economic Forum’s Travel & Tourism Development Index (TTDI).
Currently ranked 12th, Portugal aims to move into the top 10 within three years, overtaking destinations such as Canada and Switzerland. Carlos Abade, President of Visit Portugal, said the new framework will reinforce the country’s commitment to sustainable development while enhancing both visitor experiences and residents’ quality of life.
The TTDI benchmarks policies that support resilient tourism economies and was introduced in 2022 as a successor to the Travel & Tourism Competitiveness Index. Portugal’s new plan will be structured around 12 agendas, addressing climate change, professional training, sustainable mobility, and flight capacity.
Key pillars include:
- Strengthening ties between tourism and local communities.
- Linking tourism more closely with local industries, such as wine and gastronomy.
- Diversifying source markets through culture, art, and culinary experiences.
- Harnessing new technologies, including artificial intelligence, to improve efficiency and innovation.
Abade noted: “We want to improve the quality of experience for those visiting Portugal but at the same time improve the quality of life for those who live there.”
Portugal welcomed over 30 million tourists in 2024, including 2.5 million visitors from the UK. Tourism receipts reached €28 billion, hitting the government’s 2027 target three years early. The UK market alone contributed more than €4 billion. Year‑to‑date figures for 2025 show UK visitor numbers up 0.2% compared to last year.
The new strategy reflects Portugal’s ambition to consolidate its reputation as a leading global destination, balancing growth with sustainability and cultural authenticity.