What will be Algarve Tourism’s key messages be at WTM London this year?
Our central message is that the Algarve (stand N4-200) is breaking records – not only in visitor numbers, but also in the diversity and quality of the experiences we offer. In 2024, we saw record guests and overnight stays, underlining the Algarve’s enduring global appeal.
But what we want to communicate most strongly is that the Algarve is so much more than a summer beach destination. Increasingly, we are recognised for our golf, nature, wellness, gastronomy, culture and events, which makes us a genuine year-round destination.
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Improved connectivity is also a game-changer. New direct long-haul flights, including to the US, are making the region more accessible than ever. Alongside this, we are investing in sustainable development, inland accommodation and high-quality infrastructure, placing the focus firmly on quality rather than just volume.
How do recent international arrivals compare with previous years?
The Algarve continues to show steady and positive growth across international markets. In 2024, we welcomed around 5.2 million guests in tourist accommodation – up 2.6% on the previous year. Overnight stays reached about 20.7 million, a rise of 1.9% compared with 2023.
In 2025, international demand has remained strong. In April, non-resident guest numbers rose by 10.6% compared to April 2024, with overnight stays from international visitors up 11.2%. In July 2025 we saw further growth in both guests (+2.3%) and overnight stays (+1.9%). Particularly noteworthy is the momentum from North America: in that month alone, guests from the US and Canada grew between 20-26% compared with 2024.
This demonstrates that international arrivals are increasing compared with previous years, while the Algarve is gradually reducing dependency on the traditional summer peak and welcoming more visitors year-round.
The Algarve is hosting several elite sports events in 2026 – what are they?
Next year will be an exciting one for major international events. The Portugal Invitational by PGA TOUR Champions (31 July – 2 August, Vilamoura) will mark the first time Portugal hosts a PGA TOUR Champions stroke-play event. This will attract global media coverage and a high-spending golf audience.
The Algarve 7s Sports Festival (5-7 June 2026) will once again draw international teams and supporters across rugby, netball, padel and more, adding vibrancy during the early summer period and reinforcing the Algarve’s position as a leading sports tourism destination.
The MotoGP Grand Prix of Portugal at the Autódromo Internacional do Algarve will continue in 2026, delivering one of the world’s most visible motorsport spectacles, with significant TV reach and economic impact outside the high summer months.
Finally, the Vilamoura Classic equestrian competition will host elite riders and teams during several parts of the year, attracting luxury travellers and extending the season into spring and autumn. Each of these events helps strengthen our diversification strategy and showcase the Algarve to different international audiences.
What will Algarve Tourism’s marketing strategy focus on for 2026?
We will continue to diversify our source markets, with particular emphasis on growing long-haul arrivals from the US, Canada and Brazil. Year-round promotion will be key: we want to highlight culture, sport, wellness, and nature alongside our beaches. Sustainability will also be at the heart of our campaigns, ensuring that we protect the region’s natural assets while promoting premium, high-quality experiences.
We are using fam trips, influencer partnerships and immersive media storytelling to demonstrate the Algarve’s diversity, with a strong focus on premium and luxury experiences that encourage longer stays and higher visitor spend.
What hotel developments are in the pipeline?
The pipeline of new openings underlines the confidence investors have in the Algarve. Highlights for 2026 include the Hard Rock Hotel Algarve in Portimão, offering 275 rooms plus 150 branded residences; Canopy by Hilton Vilamoura Marina, a boutique lifestyle property with 155 rooms; and Hotel Indigo Faro, with 127 rooms and a rooftop overlooking Faro Marina. In Vila Real de Santo António, a major new five-star resort from the BodyHoliday is also underway at Lota Beach, with an opening scheduled for 2027. These projects will further raise the Algarve’s profile in the premium hospitality sector.
Which niche markets is Algarve Tourism working to attract?
We are investing in niche markets that diversify our offer and reduce seasonality. Golf remains a flagship product, now reinforced by world-class tournaments. Sports tourism, wellness, nature and outdoor adventure are also strong pillars, with initiatives such as hiking and cycling trails, nature festivals and eco-tourism packages.
At the same time, we are targeting luxury travellers with premium resorts and curated cultural and gastronomic experiences. North America and other long-haul markets remain priorities, alongside reinforcing our traditional European base. In every segment, our focus is on sustainable growth, high-quality service, and creating memorable year-round experiences.
