Portugal’s cruise sector is currently experiencing record levels. In 2024, cruise tourism generated an economic impact of 940 million euros and supported 9,800 jobs in Portugal. Lisbon, which is the port with the largest cruise traffic in Portugal, has more than 763,000 passengers and almost 600,000 transit passengers. Also, Funchal, in Madeira, has had its best cruise year ever in 2025, which generated 62,9 million euros for the regional economy.

According to Ana Lourenco, Director of Maritime Tourism, Lisbon Port Authority and Chair of the Sustainability Committee at Cruise Europe, the latest report from CLIA “State of the Cruise Industry 2025”, reveals that while the cruise activity is now surpassing pre-pandemic levels, and are increasing with not only 1-timers but also repeating passengers, the cruise industry have managed to adapt via the resilient demand and strong commercial innovation capacity, making the cruise industry one of the most dynamic segments of the maritime economy and international tourism.

For years, the sector has focused primarily on volume indicators, number of stops, passengers handled and annual growth. However, something new seems to be emerging – a more sophisticated logic, where it is important to assess the economic value generated, but also the quality of the operation, urban integration, energy efficiency and the ability to respond to a more informed and demanding passenger.

The growth of the industry is not only due to the return of the traditional passenger, but also the entry of new audiences, the diversification of experiences offered, and the sector’s ability to cater to more segmented consumer profiles. Authenticity, premium and niche have become decisive factors. And as the current average age of a cruise passenger is now 46,5 years, signs of a more diverse rejuvenated demand profile are emerging. Generation X and the Millennials are the most enthusiastic groups, with 80% having the intention to take or repeat this kind of trip.

In the current cruise market context, Portugal has favourable conditions given its geographical location by the Atlantic Ocean and close to the Mediterranean Sea. Its diversity of ports and as a destination in itself, Portugal has a competitive advantage, which are key factors to its success. According to Ana Lourenco the coming years will albeit be demanding. With the implementation of FuelEU Maritime, the integration of the maritime sector into the European ETS and the general energy transition, significant investments will have a direct impact on how ports will organise themselves and plan for the future. However, the work has already begun, and the adaptability of the ports have already created a foundation to approach this transition in a prepared, efficient and sustainable manner.