EXECUTIVE SUMMARY
Portugal has solidified its status as a global tourism powerhouse, welcoming a record 32.5 million visitors in 2025 and generating an unprecedented EUR 29.1 billion in tourism revenue. This remarkable achievement, coupled with the country being named 'Economy of the Year' by The Economist, signals a new era of sophisticated, high-value travel. The focus has shifted from mass tourism to curated, sustainable experiences that create shared value for visitors and local communities alike. For the luxury travel agent, this means a destination that is not only in high demand but is also actively investing in the infrastructure and experiences that matter most to your elite clientele.
THE NEW OPPORTUNITY
The new Tourism Strategy 2035 is built on principles of value creation, balanced development, and competitiveness, ensuring that Portugal remains a premier destination for discerning travelers. This strategy prioritizes cultural heritage, gastronomy, nature, and water-related assets, all while guaranteeing accessibility and safety. For your clients, this translates into exclusive, authentic experiences that are carefully managed to avoid overcrowding. Inbound Portugal is at the forefront of this movement, offering VIP access to private wine tastings in the Alentejo, guided tours of UNESCO World Heritage sites with expert historians, and bespoke culinary journeys with Michelin-starred chefs. We leverage our deep local knowledge and exclusive partnerships to ensure your clients experience the very best of Portugal, away from the crowds, in a way that is both luxurious and responsible. This is the perfect moment to introduce your most discerning clients to a Portugal that is more refined, exclusive, and captivating than ever before.