However, this result masks differing trends across regions and source markets.
The year 2025 was marked by the continued recovery of visitors from the German market and a notable rise in the North American market, which was on the verge of entering the Top 5 source markets, offset by a loss of market share from the UK, which nevertheless remains, by a wide margin, the largest market.
In terms of the geographical distribution of demand, the Algarve maintained its usual lead, albeit with a slight dip in demand, and was once again followed by the Autonomous Region of Madeira, which returned to its traditional levels of demand as a result of the strong recovery of its most significant markets. The Northern region, although still with relatively low absolute figures, showed the highest relative growth. The Lisbon Metropolitan Area also recorded a significant increase in demand for the second consecutive year.
