Markets
Switzerland
Market Characterization for Portugal

In 2024, Switzerland positioned itself as the 13th tourist market for Portugal measured by the overnight stays indicator (share: 1.9%) and ranks 12th for guests (2.0%). In 2024, the Swiss market recorded around 393.2 thousand guests (var.24/23: +6.1%) who generated 1,102.7 thousand overnight stays (var.24/23: +4.5%). It stands out as the 9th market in terms of tourism revenue with €910.0 million (share: 3.3%), up 10.4% on 2023.

In terms of overnight stays, Greater Lisbon was the main destination for Swiss tourists visiting Portugal (26.8%), followed by the Algarve (23.5%) and the North (17.1%). In terms of type, overnight stays in hotels predominated (60.2%), followed by local accommodation (16.9%) and apartment hotels (8.9%).

Portugal ranks 3rd in total outbound air flows from the market; in this period, the airlines that transported Swiss tourists to Portugal were: EasyJet (share: 54.1%), Swiss (23.9%), TAP (15.9%) and others (6.1%). Most operations originate in the cities of Geneva (share: 44.5%), Zurich (38.3%), Basel (17.1%) and others (0.1%).

It should be noted that the Swiss tourist has an average stay of 10.2 nights in Portugal (ForwardKeys); the majority buy airline tickets through direct channels (share: 82.8%); and travel as a couple (37.5%).

According to SIBS data, Greater Lisbon will account for 31.6% of the 271.6 million euros in card purchases originating in Switzerland in 2024. The Algarve comes in 3rd place (share: 15.7%), after Madeira (27.2%).

2024 Position | Year-over-Year Change
Guests 0.4M 12º | 6.2%
Overnight stays 1.1M 13º | 4.5%
Tourism revenue 0 0º | 0.0%
Disembarked passengers 1.7M 5º | 8.3%

Market Profile
Change 24/23
9.0 M Population
1.6 %
91931.8 USD GDP per Capita
3.0 %
1.5 % Inflation Rate
-0.6 pp
32.4 % Savings Rate
0.0 pp

Switzerland is a country with 8.92 million inhabitants in 2024 and was the 20th largest economy in the world

According to Globaldata, Switzerland was the world's 13th largest tourist market in 2024, generating 26.8 million trips and accounting for 1.7% of total global tourism demand. Around 92.9% of flows are concentrated on the European continent. The main regions sending Swiss tourists to Portugal were: Geneva (share: 44.5%), Zurich (38.3%), Basel (17.1%) and others (0.1%).

In turn, 45.9% of trips abroad made by Swiss tourists in 2024 were by air, 53.2% by land and 0.9% by sea.

Team
info.germany@turismodeportugal.pt
Perspectives

IMF figures show that Switzerland's economy grew by 0.7% in 2023, as a result of the current unfavorable international climate, the conflict in Ukraine and the Middle East, rising energy costs and other raw materials and intermediate goods. For 2024 and 2025, a similar growth of around 1.3% is expected.

According to GlobalData estimates, between 2025 and 2028, international departures by Swiss tourists abroad are expected to grow at a CAGR of 3.7%, to reach a total of 31.3 million departures in 2028. Spending by Swiss tourists abroad is expected to increase at a CAGR of 7.7% over the same period.

According to data projections by OAG Scheludes Analyser, based on the 2024 summer season compared to 2023 for the period from April 1 to September 30, 2024, the number of air seats available from Switzerland to the main European destinations in the Mediterranean Basin was as follows: Spain: 2.4 million seats (+6.3%), Italy:1.5 million (+6.3%), Greece: 1.1 million (+10.4%), Portugal: 1.0 million (+1.3%), Turkey: 750,000 (+12.29%) and Croatia: 260,000 (+8.3%).

According to Google Destination Insights flight searches reported from April to September 2024, in terms of the number of searches, Spain has a 10.4% share, Germany (8.8%), Italy (8.2%), France (8.0%) and Turkey (3.6%) are the European countries with the highest number of searches.

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