Markets
Italy

Market Characterization for Portugal

In 2024, Italy ranked as the 9th largest tourist market for Portugal in terms of overnight stays (share: 3.5%) and 7th in terms of guests (4.4%). In 2024, the Italian market registered around 860,300 guests (var.24/23: +4.6%), who generated 1,996,800 overnight stays (var.24/23: +2.0%). It stands out as the 10th market in tourism revenues with €699.4 million (share: 2.5%), up 3.7% compared to 2023.

In terms of overnight stays, Greater Lisbon was the main destination for Italian tourists visiting Portugal (42.9%), followed by the North (19.2%) and the Algarve (12.9%). In terms of type, hotel stays predominated (62.1%), followed by local accommodation (24.9%) and apartment hotels (5.3%).

Portugal ranks 12th in total outbound air traffic in the market. During this period, the airlines that transported Italian tourists to Portugal were: TAP (share: 38.1%), Ryanair (38.0%), Easyjet (13.1%), Wizz Air Malta (5.2%), and Lufthansa (1.5%). Most operations originate in the cities of Milan (share: 44.9%), followed by Rome (23.2%), Venice (10.6%), Bologna (7.7%), Pisa (3.0%), and Naples (3.0%).

It should be noted that Italian tourists stay an average of 8.7 nights in Portugal (ForwardKeys); most purchase airline tickets through direct channels (share: 73.4%); and travel in pairs (30.6%).

According to SIBS data, Greater Lisbon accounts for 49.3% of the €166.8 million in card purchases made in Italy in 2024. The North comes in second place (share: 18.3%), followed by the Algarve (13.0%).

2025 Position | Year-over-Year Change
Guests 0.8M 7º | -1.5%
Overnight stays 2.0M 9º | -1.3%
Tourism revenue 724.8M€ 11º | 3.3%
Disembarked passengers 1.8M 5º | 9.5%

Market Profile

Change 24/23
59.0 M Population
-0.1 %
56905.2 USD GDP per Capita
3.2 %
1.7 % Inflation Rate
-4.2 pp
23.6 % Savings Rate
0.0 pp

Italy is a country in Central Europe with a population of 58.82 million in 2024 and was the 9th largest economy in the world.

According to Globaldata, in 2024, Italy was the 8th largest tourist market in the world, generating 38.4 million trips, accounting for 2.4% of total global tourist demand. Around 88.1% of tourist flows are concentrated on the European continent. The main regions sending Italian tourists to Portugal were: Milan (share: 44.9%), Rome (23.2%), Venice (10.6%), Bologna (7.7%), Pisa (3.0%) Naples (3.0%), Florence (2.0%), Turin (1.8%), and other cities (3.8%).

In turn, 65.5% of trips abroad made by Italian tourists in 2024 were by air; 27.4% reported traveling by land; and 7.1% by sea.

Team

Info.Italy@turismodeportugal.pt
00390200629010/50

Perspectives

The latest IMF data show that Italy's economy grew by 0.7% in 2023, as a result of the current unfavorable international situation, the conflict in Ukraine, the Middle East war (Israel–Hamas), and the increase in energy costs and other raw materials and intermediate goods. Similar growth is expected for 2024 and 2025, in the order of 0.7% and 0.8%, respectively.

According to GlobalData estimates, between 2025 and 2028, international departures by Italian tourists abroad are expected to grow at a CAGR of 4.0%, reaching a total of 45.2 million departures in 2028. Spending by tourists from this country abroad is expected to increase at a CAGR of 7.1% for the same period.

According to estimates by OAG Scheludes Analyser, based on the 2025 summer season compared to 2024 for the period between April 1 and September 30, 2025, the following number of seats are expected to be available from Italy to major European destinations: Spain: 7.0 million seats (+6.3%), United Kingdom: 5.6 million (+5.8%), France: 4.7 million (-5.0%), Greece: 2.2 million (+2.9%), Portugal 1.1 million (+12.5%), and Turkey: 1.0 million (+7.7%).

Forwardkeys data, forecasts for flights in terms of passengers originating in the Italian market to Portugal reported for the period from May to October 2025, point to a decrease of 5.3% compared to the same period last year.

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