Updated: November 6, 2026
Portugal plans to become the world’s top 10 tourism market by making the sector’s economic value a top priority, rather than just attracting more tourists.
With new high-value projects, such as those in Lisbon and the Azores, the tourism industry can create better economic opportunities by supporting local businesses, opening more jobs, and reaching various parts of the country.
Here are the latest updates for Portugal’s tourism promotion budget and what they mean for property investors.
Where Does Portugal Rank in Tourism Today
Portugal ranks in the 11th place in the 2026 Travel & Tourism Development Index by World Economic Forum.
Portugal climbed up from the 12th place in 2024 Travel & Tourism Development Index due to its developing tourism market and world-class tourist infrastructure. Today, Portugal outranks many popular destinations, such as Greece, Belgium, and Sweden.
From Volume to Value: What the Strategy Looks Like
On 28 September 2026, at the VIII Portuguese Tourism Summit in Lisbon, the Minister of Economy and Territorial Cohesion, Castro Almeida, stated that Portugal aims to become the top 10 most competitive tourism destination.
The Portuguese Minister explained that the goal is for the tourism industry to create more value for Portugal’s economy, increase employment rates, strengthen businesses, and bring tourist to different areas of the country.
In 2025, tourism directly held 8.1% of the Gross Value Added (GVA) in Portugal. Together with indirect effects, the tourism sector created €36.2 billion in revenue, which was about 11.8% of the country’s Gross Domestic Product (GDP).
Latest data estimates that tourism revenue is increasing much quicker than the number of visitors. In 2026, the rates of overnight stays went up 2.1% from the same time the year prior. Meanwhile, accommodation revenue jumped 4.9%.
For the Minister, this means a strategy that seeks to boost tourism revenue at a faster rate than visitor numbers can provide long-term benefits. Such an initiative would require innovation and investment, skilled workers, and local authorities to prioritize the unique aspects of their respective regions.
The country’s wines, gastronomy, historical heritage, and diverse natural landscape – all have something unique to offer. Castro Almeida pointed out that Portugal should modernize the tourism industry while also preserving the unique qualities of each region.
Lisbon's Programs to Boost Tourism Demand by 2029
Lisbon City Council approved €25.8 million for a four-year tourism promotion program that would run until 2029. Lisbon Tourism Association (ATL) will receive the funds, which come from the city’s Tourism Development Fund (FDTL).
For Lisbon, Portugal’s plans include:
- A digital project
- Tourism sales and commercialization
- Cultural events and festivals promotions
- Communication agencies in specific markets
- Measures to bring more events to Lisbon
- More support for local initiatives
- Financing for the “Follow Me” visitor guide
- Strategic and tactical international marketing campaigns
Such a proactive marketing campaign would target long-haul and high-value markets, which in turn, would produce more positive economic returns from Portugal’s tourism industry. But, this is not the only program that focuses on the capital city.
In fact, Lisbon City Council approved €8 million to fund the 2026 Web Summit, an additional €300,000 for the 67th ModaLisboa (from October 7 to 11, 2026), and about €800,000 for 25 cultural organizations and initiatives (by the end of 2027).
Planning to invest in the capital? Read our Lisbon real estate guide
Azores to Increase Tourism Promotion Budget to €17.2 Million in 2027
The Government plans to increase the region’s tourism promotion to €17.2 million, based on recent drafts of the Azores’ 2027 Plan and Budget. This annual plan is €8.3 million higher than the 2026 Budget.
For the Azores, Portugal’s plans include:
- Promotional materials
- Sustainable promotion
- Fairs, events, and educational trips
- Incentives for external entities
- Tourist information
The funds would go to sustainable developments and promotions of the Azores as a destination. According to the 2027 Plan and Budget, the tourism industry takes up 17.2% of the Azore’s regional employment.
For more details about the number of non-resident tourists, overnight stays, and international guests, check out our article on Portugal Tourism Industry Statistics.
What This Means for Property Investors
Portugal’s plans to break into the top 10 most competitive tourism markets could bring higher-value tourism, which can lead to consistent capital growth and rental income. It could also diversify real estate portfolios for both international and local buyers.
For example, wine tourism in the Douro Valley, Dão, and Altentejo region can lead to more luxury lodges, vineyard estates, and new hospitality venues. For more details, check our article on vineyards for sale in Portugal.
Goldcrest: How We Can Help You
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