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Perceptions of Portugal’s Climate Image

A recent study by Data Appeal examining the impact of heatwaves on perceptions of Mediterranean destinations, including Portugal, Spain, France, Italy, and Greece, found that these events generally have a negative short-term effect on destination image, particularly when they occur early in the season, persist for extended periods, or reach exceptional levels of intensity.

Manuela Carvalho
Data Appeal
10 September 2026

However, perceptions tend to recover rapidly once temperatures return to normal.

Between May and July 2026, Portugal emerged as the most resilient destination, recording an average Perception of Climate Index (PCI) score of 93.5 out of 100. Across all summer seasons analysed in the study, Portugal maintained a consistently high average score of 91.1 points. Reactions to heat waves in Portugal were were generally less severe and shorter in duration than those observed in competing destinations, highlighting the resilience of Portugal's climate reputation.

In terms of source market behaviour, the study identifies four common patterns: stronger reactions to early-season or unusually intense heatwaves; a predominance of temporary declines in perception rather than lasting reputational damage; rapid recovery once temperatures normalise; and the significant influence of pre-existing expectations on travellers' sensitivity to heat-related events.

While heatwaves also affect Portugal's performance, travellers' responses have been notably less pronounced and more short-lived than in other Mediterranean destinations. The most significant exception occurred in September 2025, when it was recorded a 33.5 point drop. Nevertheless, the index returned to its normal levels within a week.

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