Portugal remains the 4th most popular destination in Southern Europe among international travelers, alongside Greece, according to the Sentiment Analysis towards Portugal - 3rd Wave. The study was conducted in May 2026 across 10 source markets and covers the travel period from June 2026 to May 2027. In total, approximately 6,680 travelers aged 18 to 64 were surveyed.
The intention to travel to Southern Europe decreased compared to the previous wave, falling from 70% in the second wave to 65% in the third wave. In the case of Portugal, 27% of travelers planning to visit Southern Europe indicate an intention to visit the country, with Portugal remaining in fourth place among the destinations considered for their next trip to the region. The intention to visit Portugal is highest among respondents from Brazil (46%), France (32%), Canada (30%), and Spain (28%).
The criteria for choosing a destination in Southern Europe have remained generally stable in the face of the second wave. Safety continues to be the most frequently cited factor (16%), followed by attractive prices and packages (15%), the hospitality of local residents (15%), and the presence of unique culture and nature (14%). Among the main concerns associated with travel to Southern Europe, the rise in travel costs (21%) and personal economic and financial circumstances (14%) stand out. This wave also included a new dimension related to the conflict in the Middle East, cited as a concern by 15% of respondents. When asked about the impact of this situation on their travel decisions, 41% of travelers indicated that they will continue to travel abroad but will avoid destinations near the conflict zone, while 19% stated that they will not change their plans. Conversely, 14% admit to postponing trips until later, 17% say they may travel only within their own country, and 10% indicate they will not travel until the conflict ends. The impact varies across markets: travelers from the U.S. (33%), Italy (29%), Spain (28%), France (28%), Brazil (27%), and Canada (26%) are the most likely to mention the possibility of avoiding travel or opting for domestic trips, while this proportion is lower in the Netherlands (19%), Germany, and Ireland (21% in both cases).
With regard to Portugal, 66% of potential visitors are repeat visitors, a figure slightly higher than that recorded in the second wave. Of these, 18% indicate that they have already visited Portugal at least three times. Perceptions of the destination’s sustainability remain high, with about four out of five respondents acknowledging that tourism products and activities in Portugal support local communities and economies and contribute to the preservation of cultural and natural resources.
Motivations for Visiting Portugal
Leisure remains the primary reason for traveling to Portugal, accounting for 74% of responses. This is followed by visiting friends and family (12%), attending events (9%), and business travel (6%). Among the most likely types of leisure travel in Portugal, culture and heritage remain in first place (19%), followed by sun and beach (18%) and nature and the outdoors (13%). Preferences vary by age, with sun and beach being more popular among younger travelers and culture and heritage being more relevant among visitors aged 45 and older.
When planning a trip, search engines (15%) and travel websites (14%) remain the most widely used digital tools. Generative artificial intelligence platforms are gaining in importance, rising to 10% of responses, up from 8% in the second wave. The use of these platforms is most pronounced among travelers aged 18 to 44.
Most travelers still plan to book various services independently from different providers (57%). Transportation and lodging packages account for 26% of responses, while all-inclusive packages account for 17%. At the same time, the proportion of travelers with their trip fully or partially booked has increased, rising from 34% in the second wave to 39% in the third wave.
The timing of planned trips to Portugal shows a greater concentration in the summer months and early fall. September is the most frequently mentioned month (21%), followed by August (13%), July (10%), and October (10%). As for how the trip is organized, 38% of respondents plan to travel to Portugal with their families, while 35% plan to travel as a couple. Air travel remains the primary means of transportation to Portugal, cited by 81% of potential visitors, although car travel is more prevalent in the Spanish and French markets. Hotels remain the top accommodation choice (50%), followed by short-term rentals (25%).
In terms of duration, trips lasting 4 to 6 nights have become the most common option, accounting for 37% of responses, while stays of 7 or more nights account for 54%, marking a slight decrease compared to the second wave. Regarding their planned budget, 44% of travelers indicate spending between €1,000 and €2,000 per person, including lodging, transportation, and activities.
Note on the Project
The Study on Sentiment Analysis of Visitors to Portugal is an initiative of Turismo de Portugal, developed in partnership with MINDHAUS and funded by the Recovery and Resilience Plan (PRR). The study aims to systematically and continuously track the intentions, motivations, and concerns of international tourists regarding Portugal as a destination. Covering the top ten source markets, it will be conducted twice a year over a three-year period, ensuring regular and up-to-date monitoring of changes in visitor sentiment.
