This indicator appears in the third wave of the Travel Sentiment Monitor report. The initiative was developed by Turismo de Portugal in partnership with the Greek specialised agency MINDHAUS.

Sérgio Guerreiro, Konstantinos Triantafillis, and Katerina Moschandreou publicly presented the study, which surveyed nearly 6,680 citizens in ten crucial source markets in May 2026. The study anticipates the dynamics of tourist flows projected through May 2027.

Portugal differentiator

Portugal’s main differentiator is its impressive ability to retain and build loyalty among travellers. Of potential visitors, 66% state that they have already been to the country and intend to return. Of this group, 18% are highly loyal tourists who have visited three or more times.

This strong intention to travel is especially notable in Brazil, where the preference for Portugal reaches 46%. France follows with 32%, then Canada at 30%, and Spain at 28%.

Welcoming atmosphere

Respondents widely report that Portugal's welcoming atmosphere is validated. Four out of five people classify Portugal as a socially sustainable destination. This perception grows stronger among those already familiar with the country.

Leisure is the main driver of stays in the country, accounting for 74% of responses and rising to 85% among Irish and Spanish citizens. Culture and Heritage tourism leads travel types with 19% of preferences, mostly among those 45 and older.

Sun and Beach

The Sun and Beach segment follows closely at 18%, especially appealing to younger demographics. Autumn months are gaining traction, with September covering 21% and October 10% of travel intentions. Family trips account for 38% of travel plans, mainly among those aged 35 to 54, while couple trips peak among those over 55.

Logistics and finances

In terms of logistics and finances, the vast majority of tourists (57%) prefer to plan their itinerary entirely autonomously, while 39% have already secured all or part of their reservations. Air travel is the dominant mode of transport for 81% of the sample, although cars are gaining relevance in nearby areas, chosen by 45% of Spaniards and 18% of French tourists.

Accommodation

Regarding accommodation, traditional hotels remain the preferred choice for half of the respondents, with local accommodation accounting for 25%. The most common average stay is 4-6 nights (37% of cases), with longer stays usually reserved for those seeking beach resorts. Regarding financial investment, 44% of future visitors estimate spending between €1,000 and €2,000 per person, including transport, accommodation, and recreational activities.

Macroeconomic analysis

In a broader macroeconomic analysis of Southern Europe, the study identifies a slight 5% contraction in overall travel intentions to the region compared to previous records, now at 65%, with greater dynamism in the 25-44 age group. In general, tourists seek rest (17%), local gastronomy (15%), and contact with natural landscapes (14%) in this geographical area, and they choose safety (16%), moderate prices (15%), and hospitality (15%) as essential selection criteria.

Sources of anxiety

Conversely, the main sources of anxiety are related to the general increase in the cost of living (21%) and personal financial limitations (14%).

The geopolitical landscape and conflict in the Middle East emerge as a central concern for 15% of travellers, inducing behavioural changes: although 41% assure that they will maintain their trips abroad, only avoiding areas adjacent to the crisis, markets such as the US, Italy and Spain are much more likely to postpone plans or opt for domestic tourism than citizens of the Netherlands or Germany.