Instead, he attributed the price trends to a strategic market repositioning based on substantially improved offerings and the attraction of new international audiences.

According to the hotel executive, a key pillar of this transformation is the emergence of higher-end, more refined accommodation options. This investment has diversified a product that was previously focused on a single market segment, shifting the destination’s overall image and attracting visitors with different spending profiles.

At the same time, Rebelo de Almeida highlighted the decisive impact of Faro Airport; its focus on direct flight connections has facilitated access to new, growing markets, most notably North American tourists, who typically possess greater purchasing power.

Despite the shift in pricing and increased international competition, the executive confirmed that demand from domestic travellers remains robust.

Noting that the Portuguese market still accounts for approximately 50% of the group’s total business, he stated that there has been no drop in domestic bookings and anticipates that performance this summer season will align with the results achieved the previous year.