In 2024, Japan ranked as the 35th largest tourist market for Portugal in terms of overnight stays (share: 0.2%) and 29th in terms of guests (0.3%). In 2024, the Japanese market registered around 77,000 guests (var. 24/23: +40.0%), who generated 157,500 overnight stays (var. 24/23: +39.9%). It stands out as the 41st market in tourism revenue with €43.3 million, up 38.6% compared to 2023.

In terms of overnight stays, Greater Lisbon was the main destination for Japanese tourists visiting Portugal (56.3%), followed by the North (25.9%) and the Algarve (4.9%). In terms of type of accommodation, hotel stays predominated (77.0%), followed by local accommodation (14.5%) and apartment hotels (3.7%).

Portugal ranks 34th in total outbound air traffic in the market. During this period, the airlines that transported Japanese tourists to Portugal were: Lufthansa (share: 24.1%), Turkish Airlines (19.3%), Emirates Airline (16.9%), Air France (8.4%), and other airlines (31.3%). Most operations originate in the cities of Tokyo (share: 73.3%), followed by Osaka (17.1%) and other cities (6.5%).

It should be noted that Japanese tourists stay an average of 7.3 nights in Portugal (ForwardKeys); most purchase airline tickets through direct channels (share: 73.8%); and travel in pairs (29.7%).

According to SIBS data, Greater Lisbon accounts for 64.5% of the €8.5 million in card purchases originating in Japan in 2024. The North ranks second (share: 24.3%), followed by the Center (5.3%).