The Strategic Council for Tourism Promotion (CEPT) met on 16 January in Faro with the aim of defining strategic guidelines for the external promotion of Portugal as a destination in 2026, with a view to achieving sustained growth in the sector based on economic value creation and social and environmental responsibility.
The meeting, chaired by the Secretary of State for Tourism, Trade and Services, Pedro Machado, focused on consolidating the results achieved in 2025 and on projections for 2026, both in terms of tourism revenue and overnight stays. The outlook points to growth of over 6% in revenues and a positive evolution in overnight stays of between 2.5% and 3.5%, based on a strategy geared towards qualifying demand and strengthening the economic impact of tourism on territories and communities.
Among the priorities defined, the promotion of the destination as a value proposition stands out, prioritising increased revenue over growth in visitor numbers. Tourism promotion will thus focus more specifically on markets with greater economic potential, such as the United States, Canada, Mexico, South Korea, Japan and Australia, while strengthening its presence in traditional markets, namely the United Kingdom, Germany, France, the Netherlands and Spain.
The strategy for 2026 also includes strengthening air connectivity by attracting new flights and consolidating existing connections, in conjunction with international operators and national hubs. This commitment aims to help mitigate seasonality and strengthen the competitiveness of Portugal as a destination in international markets.
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diversification of tourism offerings is another key aspect of external promotion, with an emphasis on distinctive products that highlight the identity of different regions and attract more discerning segments, such as literary tourism, contemporary art, gastronomy, wine tourism, and surfing.
Environmental and social sustainability remains the guiding principle of the promotional strategy, attracting visitors who are aligned with responsible practices and international ESG (Environmental, Social and Governance) agendas. This vision contributes to the internationalisation of Portuguese companies and to the affirmation of tourism as a driver of territorial cohesion and sustainable development.
The importance of attracting high-impact international events to promote the destination was also highlighted, as was the need for continued investment in training and skills development for human resources, considered key factors in the competitiveness and differentiation of the sector.
As an advisory body to the Government, comprising Turismo de Portugal, the regional governments of Madeira and the Azores, the Portuguese Tourism Confederation, the Regional Tourism Entities and the Regional Tourism Promotion Agencies, CEPT reaffirms its commitment to positioning Portugal as a leading tourist destination in the international context, promoting sustainable and inclusive economic growth.
