Markets
Australia

Market Characterization for Portugal

In 2025, Australia ranked as the 18th largest source market for Portugal in terms of overnight stays (share: 0.9%) and the 16th in terms of guests (share: 1.1%). That year, Australia recorded approximately 214,300 guests (year-over-year change: +6.5%), who generated 496,900 overnight stays (year-over-year change: +5.6%). It stands out as the 20th largest market in terms of tourism receipts, with €219.0 million, up 2.8% compared to 2024.

Regarding overnight stays, Lisboa is the main domestic destination for Australian tourists visiting Portugal (48.6%), followed by the Norte (24.3%) and the Algarve (14.2%). By type of accommodation, hotel stays predominated (55.6%), followed by alojamento local (29.3%) and hotéis-apartamentos (6.0%).

Given the lack of direct flights, the main airlines were: Emirates Airline (share: 28.3%), TAP Air Portugal (10.9%), Qatar Airways (7.4%), and Lufthansa (3.8%). Most flights originated in Sydney (share: 36.2%), followed by Melbourne (27.9%), Brisbane (14.8%), Perth (11.1%), and Adelaide (6.1%).

According to SIBS data, Lisboa accounts for 49.3% of the 48.2 million euros in card spending originating from Australia in 2024. The Nortr ranks second with 21.8% of spending, followed by the Algarve (15.2%).

2025 Position | Year-over-Year Change
Guests 0.2M 16º | 6.0%
Overnight stays 0.5M 18º | 5.4%
Tourism receipts 218.7M€ 20º | 2.6%

Market Profile

Change 25/24
27.6 M Population
1.5 %
72132.4 USD GDP per Capita
3.6 %
2.9 % Inflation Rate
-0.3 pp
22.2 % Savings Rate
0.0 pp

Australia is a country in Oceania with a population of 27.2 million in 2024 and the 13th-largest economy in the world.

According to Globaldata, Australia was the 24th largest source market for tourists globally, generating 16.7 million trips and accounting for 1.0% of total global tourism demand. Approximately 25.7% of these trips were to Europe. The top four regions sending Australian tourists abroad were: New South Wales (share: 29.6%), Victoria (share: 24.7%), Queensland (share: 15.0%), and Western Australia (share: 11.2%).

In turn, 98.8% of overseas trips taken by Australian tourists were by air and 1.2% by sea.

Outlook

The IMF reports that Australia’s economy grew by 2.0% in 2023, due to unfavorable global conditions: the conflict in Ukraine, the war in the Middle East (Israel-Hamas), and rising costs for energy, raw materials, and intermediate goods. For 2024 and 2025, it forecasts growth of 1.2% and 2.1%, respectively.

According to GlobalData, between 2025 and 2028, international departures by Australian tourists are expected to grow at a CAGR of 2.4%, reaching 18.4 million departures in 2028. Meanwhile, spending by Australian tourists abroad is expected to increase at a CAGR of 6.5%. According to OAG Schedules Analyser, the following air capacity from Australia to major European destinations was assessed between April 1 and September 30, 2024: Italy: 130,000 seats (-2.7%), Greece: 70,000 (-14.9%), France: 65,000 (-23.6%), Spain: 45,000 (+2.1%), and Turkey: 20,000 (+7.2%).

Analyzing the volume of scheduled capacity from Australia for the 2024–2025 winter season (October 1, 2024, to March 31, 2025), the following number of seats is estimated for major European destinations: Spain: 295,000 seats (+25.7%), Italy: 140,000 (+40.3%), Greece: 55,000 (+33.1%), France: 52,000 (+33.1%), and Turkey: 51,000 (+4.4%). Direct flights to Europe depart from Paris, London, and, more recently, Istanbul, with options such as Dubai, Doha, and Singapore.

The share of accommodation searches from Google Destination Insights reveals that (January–August 2024, the United Kingdom leads European countries (share: 5.6%), followed by Italy (4.0%), France (2.9%), Greece (1.3%), Spain (1.3%), and Germany (0.8%). International air connectivity in Australia reached 90% of pre-pandemic levels between January and August.