TravelBI by Turismo de Portugal

Markets

China

Market Characterization for Portugal

In 2024, China positioned itself as the 17th tourist market for Portugal measured by the overnight stays indicator (share: 0.9%) and the 14th in terms of guests (1.5%). In 2024, the Chinese market recorded around 286.6 thousand guests (var.24/23: +52.9%) who generated 512.1 thousand overnight stays (var.24/23: +46.5%). It stands out as the 22nd market in terms of tourist receipts with €154.5 million (share: 0.6%), 15.6% more than in 2023.

In terms of overnight stays, Greater Lisbon was the main destination for Chinese tourists visiting Portugal (52.4%), followed by the North (20.9%) and the Setúbal Peninsula (8.3%). In terms of type, overnight stays in hotels predominated (76.6%), followed by local accommodation (11.4%) and apartment hotels (6.5%).

In this period, the airlines that transported Canadian tourists to Portugal were: Beijing Capital Arlines (share: 47.3%), Emirates Airline (18.3%), Lufthansa (12.1%), Turkish Airlines (4.6%), Klm Royal Dutch Airlines (4.1%). The majority of operations originate in the cities of Hangzhou (share: 45.4%), followed by Shanghai (22.7%), Beijing (20.4%), Guangzhou (6.6%).

It should be noted that Chinese tourists have an average stay of 18.8 nights in Portugal (ForwardKeys); the majority buy indirect airline tickets (share: 56.4%); and travel in groups (+10 people) (36.0%).

According to SIBS data, Greater Lisbon will account for 77.9% of the 25.6 million euros in card purchases originating in China in 2024. The North comes in 2nd place (share: 13.0%).

2024 Position | Year-over-Year Change

Guests 0.3M 14º | 52.9%

Overnight stays 0.5M 17º | 46.7%

Tourism revenue 154.5M€ 22º | 15.6%

Market Profile

Change 24/23

1409.0 M Population

-0.1 %

25015.3 USD GDP per Capita

7.2 %

1 % Inflation Rate

0.8 pp

0 Savings Rate

0.0 %

China is a country in Asia with 1,408.3 million inhabitants in 2024 and was the world's 2nd largest economy.

According to Globaldata, in 2024 China was the world's 1st source market for tourists, generating 162.2 million trips and concentrating a share of 10.2% of total world tourism demand. Around 83.6% of flows are concentrated on the Asian continent, with Europe accounting for 11.5%. The top 5 source regions for Chinese tourists to Portugal were Hangzhou (share: 45.4%), Shanghai (22.7%), Beijing (20.4%), Guangzhou (6.6%) and other cities (4.9%).

In turn, 20.1% of trips abroad made by Chinese tourists in 2023 were by air, 73.1% by land and 6.8% by sea.

Team

Info.China@turismodeportugal.pt

00862162886767

Perspectives

The IMF forecasts that China's economy will grow by 5.2% in 2023, despite the current unfavorable international climate: conflict in Ukraine and the Middle East, rising energy costs and the cost of other raw materials and intermediate goods. For 2024 and 2025, significant growth is expected to remain solid: 4.8% and 4.5% respectively.

According to GlobalData estimates, between 2025 and 2028, international departures by Chinese tourists abroad are expected to grow at a CAGR of 2.8%, reaching 183.4 million departures in 2028. Spending by Chinese tourists abroad is expected to increase at a CAGR of 3.3% over the same period.

According to OAG Scheludes Analyser, based on the 2025 summer season compared to 2024 (April 1 to September 30, 2025), China's air capacity by available seats to the main European destinations was led by Italy: 595,000 seats (+12.9%); followed by Turkey: 420,000 seats (-+14.4%); Spain: 330,000 (+35.9%); Greece: 60,000 (-4.6%) and Portugal: 20,000 (-50.1%).

Forwardkeys' data on bookings indicates that passenger forecasts from the Chinese market to Portugal for the period June to November 2025 are expected to increase (+12.5%) compared to the previous year.