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Thermal establishments in Portugal 2024

The rise in global demand, which stood at almost 20%, had a moderate impact on traditional spa tourism, but a much more pronounced effect on wellness tourism across all regions and major international markets.

Pedro Pereira
Associação das Termas de Portugal, Direção Geral de Energia e Geologia
07 May 2026

Throughout 2024, the spa sector continued to consolidate the recovery trend that began back in 2021. The increase in overall demand, at around 20%, had an impact on traditional spa tourism, but was even more pronounced in the wellness sector, across all regions and major international markets. Of note is the growth of the North American market, which established itself as the third-largest market, in line with the trend observed in other tourism products.

Three key trends should also be highlighted:

1. A significant increase in the share of wellness thermal tourism (77%) compared to traditional thermal tourism (23%);

2. continued rejuvenation of the spa tourism customer base, with a marked increase in customers aged between 15 and 45, closely linked to wellness spa tourism;

3. record figures achieved by customers from the French, North American, Brazilian and German markets.

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