A study by ANAV – National Association of Travel Agencies – in partnership with the European University revealed that 49% of Portuguese people consider Christmas markets to be the main motivation for traveling during the Christmas and New Year festivities.
The barometer, based on data collected from associated travel agencies, highlights the preferences and trends that shape tourist demand this season.
Brazil stands out as the most sought after destination, with 18% of preferences, followed by European capitals (16%). Cape Verde and Madeira also remain popular, both with 15%.
One of the issues taken into account when choosing where to travel is the safety of destinations, which has become a growing concern, especially among senior travelers. In this regard, Miguel Quintas, president of ANAV, highlights that this is “an important motivation, reflecting consumers’ concern with politically stable destinations”.
In relation to economic behavior, 82% of respondents pointed to the price-quality relationship as the main criterion when choosing a holiday. Around 43% of travelers plan to spend between 1,200 and 2,000 euros per person.
Despite the level of expenditure, there is restraint in family budgets, reflected in a reduction in the amount spent compared to the previous year. Around 43% of agencies report that their clients spent less than in 2024 and only 24% recorded an increase in travel spending.
The study also reveals that 89% of travelers are between 35 and 64 years old, a segment that demonstrates financial stability. Furthermore, 61% of reservations are made at least three months in advance, indicating organized and considered behavior.
Miguel Quintas concluded that “the results show an informed market that is sensitive to the value of proposals. Agencies that present clear and competitive offers will be better positioned to meet future needs”, he concludes.
It should be noted that this barometer was carried out between November 11th and December 5th, 2025, with the participation of around 600 travel agencies.