With 83 million potential consumers and an ongoing economic recovery, German travellers — and other Central European markets influenced by the German economy — now see Portugal as a priority destination. This preference is accentuated by Portugal's positioning as a ‘safe haven’ and viable alternative amid growing geopolitical instability in the Middle East, which has affected major international hubs.

Optimism for 2026 is reinforced by January data, which already shows the country operating at ‘full strength’, with 1% growth in international tourists and significant increases of 12.5% in the Canadian market and 8% in the Brazilian market.

According to Pedro Machado, this focus on the recovery and growth of long-haul markets is one of the pillars of the current dynamic, attracting visitors from the US and Canada who value safety and differentiated products, such as wine tourism and the Meeting Industry. This trend puts Portugal on a more restricted radar, among countries that can benefit from the international situation to attract segments with higher added value.

The implementation of the ‘Tourism Strategy 2035’ is already underway, with concrete actions aimed at strengthening air connectivity, another vital factor for the sector's success. TAP's new hub in Porto is a sign of strength in this strategy, boosting transatlantic connections alongside the reinforcement of airlines such as Jet2 and easyJet, as well as the three major American operators (Delta, United and American).

With Faro and Porto airports breaking records of 10 and 17 million passengers, respectively, the government hopes that infrastructure works and the implementation of the EES border system will, by the end of this month, provide the necessary solutions to mitigate constraints in Lisbon and ensure the smooth flow of tourist traffic in 2026.