Portugal targets half a million Chinese tourists
Portugal Sets Sights High on China's Tourist Market
Portugal wrapped up a stellar 2024, welcoming 286,676 Chinese guests and 511,680 overnight stays, generating a hefty €154.5 million in revenue. Tiago Brito, director of Turismo de Portugal's China delegation, dropped a bombshell at MITE 2025 in Macau. Portugal has set its sights on a whopping 500,000 guests and 1 million overnight stays within the next three years.
In the Asian market, China dominates over Korea, India, and Japan in terms of guest arrivals and overnight stays. While specific numbers are missing, the trend shows a robust focus on expanding Portugal's global tourism presence. Revenue figures for Chinese and other Asian tourists remain unclear, but the absence of such details doesn't overshadow the ongoing investments in midscale hotels—a strategic move that caters to budget-conscious, younger travelers, who are increasingly popular among Chinese tourists.
Brito confirms that the Chinese market recovery looks promising, with Portugal leading the recovery charge among European markets in Asia. The current growth rate of 27% for the first two months of 2025 compared to 2024 is particularly encouraging. However, the average stay duration of Chinese tourists in Portugal remains low, averaging at 1.8 nights.
Chinese tourists foot an average bill of €538.94 per head and €301.95 per overnight stay. While Chinese tourists trail Indians and Koreans in average revenue per guest, they lead the pack in average revenue per night. Japan's average revenue per guest and night stands between China and India.
Aside from China, India and Japan are also important Asian markets for Portugal, but Portugal's growing Chinese market share remains a significant focus. Additionally, the more than 153,000 Portuguese expatriates in Macau and Hong Kong serve as cultural ambassadors, enhancing Portuguese appeal in the region.
In essence, Portugal's tourism strategy is geared towards sustainable and experiential tourism, with a special focus on the Chinese market. While explicit goals for the Chinese market over the next three years are not disclosed, Portugal's emphasis on the midscale hospitality sector and investments in sustainable and immersive travel experiences indicate a desire to tap into the emerging demands of Chinese tourists.
Travelers from China are expected to increase significantly in Portugal, with the aim to attract 500,000 guests and 1 million overnight stays in the next three years, as revealed by Tiago Brito, director of Turismo de Portugal's China delegation. This strategy aligns with Portugal's focus on sustainable and experiential tourism, particularly catering to budget-conscious, younger Chinese travelers, who are increasingly popular in the Asian market.
