How is the UK market performing, and what are your ambitions for 2027?
The UK remains Portugal’s leading international market. In the first eight months of 2026, British guests increased by 5% year-on-year, while tourism revenue from the UK rose by 4% between January and July. Our ambition for 2027 is not simply to increase visitor numbers, but to grow the value of the UK market. That means encouraging longer stays, more travel outside peak season and greater exploration of regions beyond Portugal’s best-known destinations.
More than half of British overnight stays are concentrated in the Algarve. Where are the biggest opportunities elsewhere?
The North, Centre of Portugal, Alentejo and Azores offer considerable potential, particularly for food and wine, culture, heritage, nature, wellness, active holidays and luxury experiences. Porto and the North are emerging as the fastest-growing region for UK visitors this year, with British guests up 14% and overnight stays up by the same proportion between January and August. Alentejo is also gaining ground, with UK guests increasing by 11%. Repeat visitors are a major opportunity. A second or third trip to Portugal is the ideal moment to introduce customers to a new region and broaden their experience of the country.
What’s new for 2027?
Portugal offers growing choice across wellness, gastronomy, wine tourism, cycling, walking, culture and premium experiences. New hotels and services will add further appeal, including in lesser-known areas of the North, Centre and Alentejo. There are also compelling reasons to visit outside summer. Évora will be European Capital of Culture throughout 2027, with a year-long programme of events. The Michelin Guide Gala will take place in Coimbra on 9 March, while the Open de Portugal returns to the DP World Tour in May and Formula 1 returns to the Algarve in June. Looking further ahead, Porto will become the global headquarters of The Ocean Race from 2028 to 2040, hosting a Special Race in 2028 and the start of the round-the-world race in 2030, 2034 and 2038.
How important is the UK travel trade, and where will you invest in 2027?
The UK travel trade is absolutely central to Portugal’s continued success. Travel agents and tour operators turn inspiration into bookings and help customers discover places they might not find independently. We will continue working closely with the trade through marketing, training, educational content, fam trips and campaigns that give agents the tools and confidence to sell the full breadth of Portugal.
Our focus is on quality as well as reach: attracting visitors who stay longer, explore more widely, travel outside peak season and spend more locally.
Which British traveller groups offer the greatest growth potential?
Portugal is well positioned for multi-generational families, couples, affluent experience-led travellers, active holidaymakers, food and wine enthusiasts, wellness travellers and culturally curious visitors. There is also significant potential in spring and autumn breaks, touring holidays and activity-led travel. Agents have an opportunity to sell Portugal around customers’ interests, rather than simply the destination.
How can Portugal balance tourism growth with sustainability and residents’ quality of life?
Sustainable tourism is not about stopping growth; it is about ensuring that growth creates lasting value for destinations, businesses, visitors and residents.
We are focused on spreading tourism geographically and seasonally, protecting natural and cultural assets and ensuring tourism benefits local communities. Agents can help by encouraging shoulder-season travel, longer stays, less-visited regions and authentic local experiences.
What is your one piece of advice for agents selling Portugal in 2027?
Position Portugal as a collection of experiences. Its competitive edge lies in its rich cultural heritage, mild climate, varied landscapes, world-class gastronomy and deep connection to the sea. Above all, it is the people, their authenticity, creativity and hospitality, who define the experience.
