Find out which are the Portuguese people's favorite places for their summer holidays

Summer is the time of year when the Portuguese most intensely seek out new experiences and moments of relaxation, whether in the sun or discovering new destinations. And, as travel options diversify, the preferences of the Portuguese also change, reflecting a balance between tradition and innovation. But where are the Portuguese going? What are their favorite destinations? Have trends changed over the last few years?

Jetcost's latest study reveals that searches for accommodation in July increased by 8% compared to July last year, which was already a record.

And when it comes to preferences for Portuguese regions, the top 5 is occupied by Funchal, Albufeira, Porto Santo, Figueira da Foz and Ponta Delgada.

It is clear that the Portuguese like to go on holiday in the country and that sun and beach are still a very popular combination, but over the years the trend has been changing and it is also becoming cheaper to go on holiday in other foreign destinations than in some national ones, such as the Algarve.

For Tiago Encarnação, operational director of the Lusanova travel agency, there is no doubt: “The beach continues to be one of the main reasons for Portuguese tourists to travel, along with their interest in cultural experiences”, explaining to our newspaper that, at a national level, the Azores and Madeira remain among the most sought-after destinations.

Looking at Europe, “Spain and Italy continue to lead holiday preferences, followed by destinations such as the capitals of Central Europe, England, Scotland, Croatia, Albania, Greece and Turkey.”

Outside the European continent are destinations such as Morocco and Egypt.

As for beach destinations, “we have been seeing significant demand for the Indian Ocean islands, such as the Maldives or Mauritius, combined with cities such as Istanbul or Dubai. Southeast Asia has also been growing, with Thailand, Vietnam, Cambodia and Malaysia in particular”, reveals Tiago Encarnação.

Then, the spotlight goes to Brazil, which “has been attracting increasing interest, not only for its iconic beaches, but also for itineraries with a strong cultural component, which include historic cities, colonial heritage and experiences linked to nature and local traditions”.

This year, in particular, Lusanova’s chief operating officer mentions Japan, which “has proven to be a destination with strong growth in our long-haul offer, driven by Expo 2025, which is attracting the attention of Portuguese travelers. China has also been attracting more attention from Portuguese travelers.”

Nuno Mateus, general director of Solférias, says that the number one destination for his agency’s clients is once again Cape Verde, which “is really breaking all records this year”. These “high numbers” are not only because “there are more and more flights to Cape Verde” but also because the country is always in high season and is always a sun and beach destination. Demand is so high that Nuno Mateus predicts that more hotels will need to be built in Cape Verde.

Another destination with “exponential growth compared to last year” is Egypt. Tunisia, Senegal and Paris also stand out.

Just like Lusanova, Solférias also highlights Brazil. “There were good periods, then there were losses, but this year sales to Brazil are very strong. This year Brazil broke its record for foreign tourists. It is doing well and is recommended”, says Nuno Mateus.

And he talks about a “phenomenon” which is the fact that there are more flights available to the Middle East and Asia, which ends up greatly benefiting destinations such as the Maldives, Mauritius or Zanzibar.

Evolution of choices

When asked whether the Portuguese travel trends have changed over the years, Tiago Encarnação explains: “We have seen a clear evolution in the preferences of Portuguese travelers”. And how? “While previously there was a greater focus on short-haul destinations and more standardized programs, today we see a growing interest in more immersive, differentiated trips with greater added value”, recalling that “the pandemic also had an impact on this behavior, by encouraging a greater appreciation of time and the experience lived during the trip”.

Lusanova’s operations director says that the demand for long-distance destinations “has been growing, as has the desire for authentic cultural experiences and closer contact with local communities”.

In turn, Nuno Mateus adds that “there are changes, as is obvious”, arguing that “the easiest way to understand tourism is that if you don’t like something for some reason, you don’t go. Tourism is about details. The trends are changing but the numbers clearly beat those of last year, with Dubai, São Tomé and Príncipe, Morocco”, among others, also standing out. “A score of destinations are dominating the market, of course in the summer it is very much about leisure holidays, people really like the sun and the beach”, he says.

And how much do they spend?

When it comes to the amount spent by the Portuguese on their holidays, it is difficult to estimate, especially because there is a very wide range of options and the offers are also on a large scale. “Prices vary greatly depending on the type of trip, the destination chosen and the degree of personalization of the experience”, explains Tiago Encarnação. In general, “group programs to closer destinations tend to be more affordable, while long-distance or privately organized trips, with fully personalized itineraries, represent a higher investment”. Prices have varied between 300 and 3,500 euros, “depending on the product, and can naturally fluctuate depending on how far in advance the reservation is made, availability at the time of purchase, applicable airfares and the services and visits included in each program”, highlighting that Lusanova has focused on being able to respond to this new profile of travelers, “who increasingly value quality, comfort and differentiation in the travel experience”.

Nuno Mateus also says that it is difficult to do this survey but he talks about an average of one thousand euros. “There are indeed many more passengers traveling and this trend is noticeable and can be for two reasons: naturally the growth of the market and, secondly, a greater appetite of the market to look for travel agencies”, he says.

More personalized holidays

i also tried to understand what the Portuguese people's biggest 'desires' have been, in order to find out whether they are looking for, for example, more personalized trips and whether the main destinations are very touristy or not. "We have seen an increasingly diversified demand, which shows not a change in trends, but rather a broadening of customer preferences", says Tiago Encarnação. "There are still many travelers looking for regular and more economical circuits, a formula with an excellent quality-price ratio, while at the same time the number of people interested in more exclusive experiences, with a greater degree of personalization, is growing".

One of the trends that stands out, he adds, “is precisely the demand for tailor-made trips, fully adapted to the tastes, preferences and needs of each client. This type of solution is particularly valued by those looking for exclusivity, flexible schedules and a careful selection of experiences, accommodation and services”. On the other hand, at Lusanova, “there continues to be a strong uptake of group trips to long-distance destinations, an option that provides greater peace of mind and security, as everything is previously organised and travellers have the permanent support of a Lusanova guide, who speaks Portuguese, throughout the entire journey”.

And the truth is that it seems that there is an increasing need to travel during this time of the summer. “Summer continues to be, par excellence, the Portuguese’s favourite time to travel. This behaviour is naturally linked to several factors, such as the school holiday calendar, the shutdown of many companies and, of course, the more inviting weather conditions, which make this period particularly appealing for a well-deserved annual break. Therefore, it is expected that summer 2025 will continue to see strong demand”, predicts the operational director of Lusanova.

Still, he tells i , “we have been witnessing a gradual change in the habits of Portuguese travellers, who are beginning to diversify their choices throughout the year. Holidays at Christmas, Easter or even during long weekends have been gaining popularity. In addition, those with greater flexibility, such as freelancers , retirees or professionals working in a hybrid regime, tend to favour trips in low season or during the so-called shoulder seasons , which allow them not only to avoid large crowds but also to benefit from more competitive prices and other types of experiences at the destinations”.

Travel record?

Having assessed the trends in Portuguese holiday travel, can we then say that it is true that summer travel by the Portuguese has soared and is breaking records? “I wouldn’t say that demand has soared, especially since this is a growth trend that we have been observing over the last two years”, comments Tiago Encarnação. The most correct thing, in his opinion, “would be to say that demand has maintained a consistent growth rate, although not necessarily more significant than last year”. However, he also says that “what is increasingly evident is that travelling has come to be seen as an essential component of well-being for many Portuguese, whether for moments of true relaxation or for the desire to discover new cultures”.

Nuno Mateus, in turn, has no doubts: “This record is true”. “I think there is a very important aspect that has to do with the new generation, there is a culture among young people who, nowadays, are in their 20s and older, and are used to travelling with their parents. Young people have a slightly different particularity to older people: tourism is now part of people’s lives, people don’t give it up. And today we see a lot of young couples travelling. And I would say that it is often cheaper to travel abroad than here”, concludes the director of Solférias.

Study: climate forces changes

And at a time when there is an increase in meteorological phenomena such as heat waves, storms, forest fires and floods, the Portuguese are increasingly aware of the impact of the weather on their travels. At least that is what the latest study by eDreams reveals.

The most positive aspect of this study is that the vast majority (69%) of Portuguese travelers have never been affected by extreme weather events during their trips. However, one in three (31%) have already been forced to change their holiday plans due to adverse weather conditions.

Of the latter, some were able to make changes to their holidays at no extra cost thanks to flexible booking policies (15%), but others had to pay to change their trip (11%). And there were still those (5%) who were prevented from changing their plans due to inflexible booking conditions. “Given this scenario, it is understood that flexibility in bookings should be increasingly valued, allowing them to face phenomena that they cannot control with greater certainty”, reveals eDreams.

On the other hand, younger people appear to be the most sensitive to the impact of weather on travel: half of respondents aged 18-24 (50%) have already changed or wanted to change travel plans due to the weather, compared to a small minority among those over 65 (9%).