Markets
United Kingdom

Market Characterization for Portugal

In 2025, the United Kingdom ranked as the top source market for Portugal in terms of both overnight stays (share: 17.7%) and guests (12.5%). The UK market recorded approximately 2,4 million guests (year-over-year change: +0.1%), who generated 10 million overnight stays (year-over-year change: -1.5%). It stands out as the top market in terms of tourism revenue with €4,276.1 million (share: 14.7%), up 3.5% compared to 2024.

In terms of overnight stays, the Algarve was the top destination for British tourists visiting Portugal (57.0%), followed by Madeira (18.8%) and Greater Lisbon (12.7%). By accommodation type, hotel stays predominated (51.3%), followed by apartment hotels (19.6%) and tourist apartments (11.4%).

The airlines that carried British tourists to Portugal were: Ryanair (27.4%), EasyJet (share: 22.5%), Jet2.com (14.6%), TAP (Air Portugal) (11.4%), EasyJet Europe (share: 7.3%), British Airways (6.9%); BA Euroflyer (5.1%), and others (4.8%). Most flights originated in London (55.7%), followed by Manchester (11.5%), Bristol (7.1%), Birmingham (5.3%), and Edinburgh (3.7%).

According to SIBS data, the Algarve accounts for 50.1% of the €987.3 million in card purchases originating from the United Kingdom in 2025. This is followed by Greater Lisbon (share: 22.4%), the North (9.9%), and Madeira (9.1%).

2025 Position | Year-over-Year Change
Guests 2.5M 1º | 0.1%
Overnight stays 10.1M 1º | -1.5%
Tourism receipts 4276.1M€ 1º | 3.5%
Disembarked passengers 4.9M 1º | 2.4%

Market Profile

Change 24/23
69.2 M Population
1.1 %
58880.5 USD GDP per Capita
2.4 %
2.5 % Inflation Rate
-4.8 pp
17.0 % Savings Rate
0.1 pp

The United Kingdom, with 69.2 million inhabitants in 2025 (21st globally; 3rd in Europe), is the 6th largest economy worldwide and the 2nd largest in Europe.

In 2025, it ranked as the 4th largest global tourism source market, generating 99.6 million trips (6.0% of global demand), with 76.8% directed to mainland Europe (GlobalData).

The main regions sending tourists to Portugal are London (51.5%), Manchester (11.4%), Bristol (7.2%), Birmingham (5.3%), Belfast (3.8%), Liverpool (3.7%), Nottingham (3.2%), Edinburgh (3.1%), Leeds (2.6%), Glasgow (2.5%), Newcastle (2.0%), and others (3.7%).

By transport, 85.6% of trips abroad are by air, 8.6% by sea, and 5.8% by land (Eurotunnel). By travel type, families account for 40.4%, couples 33.7%, groups 18.0%, and individual travelers 7.9%.

In 2025, leisure travel represents 90.4% of outbound trips (including VFR), while business travel accounts for 7.4%.

Team

Market Team Coordinator
Celina Tavares
Info.UK@turismodeportugal.pt

Outlook

The latest IMF data indicate that the British economy grew by 0.4% in 2024, due to the current unfavorable international environment, particularly the conflict in Ukraine and the Middle East, rising energy costs, and higher prices for other raw materials and intermediate goods; growth of 1.1% is projected for 2025 and 1.3% for 2026.

From 2026 to 2029, international departures from the UK are expected to grow at a CAGR of 3.9% to reach a total of 113.9 million departures in 2029 (GlobalData projections). Meanwhile, spending by British tourists abroad is expected to increase at a CAGR of 7.7% over the same reference period.

According to estimates from the OAG Schedules Analyser for the 2025/2026 winter season compared to the 2024/2025 season (October 1, 2025, to March 31, 2026), the number of scheduled available seats is led by Spain with 11.1 million seats (+4.9%), followed by Italy: 4.0 million (+5.3%), France: 3.7 million (-0.9%), Turkey: 2.1 million (+0.9%), Portugal: 2.1 million (+5.2%), and Greece: 1.6 million (+4.9%).

This year, outbound travel flows from the United Kingdom to its top 10 destinations were as follows: Spain ranks first with a 18.7% share, followed by France (11.7%), Italy (6.5%), Ireland (5.1%), Greece (4.7%), Turkey (4.3%), the U.S. (4.3%), Germany (4.1%), the Netherlands (2.6%), and Portugal (2.6%).