The change in Portuguese habits as tourists is not exclusively inherent to the way they consume. The list of chosen destinations is also being expanded, with countries on the Asian continent gaining more and more fans of Portugal.
“Cape Verde, Brazil, the United States, Egypt, the United Arab Emirates, France and Spain continue to be the most sought after. Not being exactly new destinations, we can highlight the greater weight of demand for the Emirates and Brazil which, this year, seem to be back among the Portuguese’s preferences”, lists Pedro Quintela.
Regarding the fastest growing geographies in the national market, the head of Abreu highlights Japan, China, Australia, Sri Lanka, Uzbekistan and Bhutan.
Lusanova corroborates the greater interest in Asia, which has seen “very significant growth throughout 2025, a trend that is also reflected at this time”. “Asia has been the major driver of our operation’s growth in 2025, with increases ranging between 35% and 50%, depending on the destination. Japan, China, Vietnam, Thailand, India, Singapore and Sri Lanka have recorded exceptional demand”, he shares.
For the end of the year, Tiago Encarnação says that New York presents itself as “an iconic destination”. “Cappadocia, in Turkey, is an important highlight, greatly driven by our special offer for this period. Among European destinations, Riga and Prague have shown great dynamics, as well as some German cities and Christmas markets with a strong tradition”, adds the head of Lusanova.
At home, the islands lead, with Madeira and the Azores occupying the podium of Portuguese preferences.
*The journalist traveled to Macau at the invitation of APAVT