Portugal is taking center stage as one of Europe’s most alluring destinations for 2025, attracting those in search of authenticity, luxury, and natural beauty. The Portugal by Travelive team, led by Armando Maestre Country Manager Spain and Portugal, reveals what’s new, where to go, and how travelers are creating standout memories in Portugal this year.
Lisbon and Porto remain the cornerstones for visitors, but Porto is seeing extraordinary growth thanks to new luxury hotels and the irresistible Douro Valley. The Alentejo region is gaining attention as “Europe’s new Tuscany,” with countryside estates, wine hotels, and farm-to-table dining experiences making headlines. Luxury travelers are flocking to Comporta and Melides to escape the crowds and enjoy sophistication. Nature lovers and wellness seekers shift their focus to the Azores and Madeira for soft-adventure, eco-escapes, and pristine landscapes.
Lisbon
Let’s Talk Travel Trends
Authenticity defines the modern Portugal itinerary—travelers crave intimate fado music sessions, market-to-table cooking classes, hands-on tile and cork workshops, and vineyard tours with winemakers. Michelin star dining is highly sought-after in Lisbon and Porto, while wine journeys in the Douro and Alentejo continue to expand. Wellness travel is booming, with demand for thermal springs, boutique spa hotels, and eco-retreats. Slow travel is trending—visitors are choosing to spend longer in fewer places, enjoy leisurely river cruises, and fully savor local food and culture.
Who’s Traveling & What They Want
The return of the 4-star traveler is unmistakable, with boutique hotel stays especially popular in Lisbon, Porto, and the Alentejo. Multi-generation family journeys are strong, with gorgeous villa options in Comporta, the Algarve, and Madeira. Couples and honeymooners love Porto+Douro and Comporta+Lisbon combinations, while solo travelers seek culinary and cultural immersion. Adventure travelers head for Azores for hiking and marine wildlife. Shoulder season (March–June & Sept–Nov) dominates for its excellent weather and better availability, but winter visits to Madeira and the Algarve are rising thanks to mild climates.
Best Country Combinations
Portugal is most often paired with Spain, the leading combo for cross-border European adventures. Other trending combinations include Portugal with Morocco (Lisbon–Marrakech) and France, especially for Basque-to-Portuguese openings.
“Portugal continues to impress. More travelers are seeking authenticity, wellness, and connection to local culture—and every corner here delivers. From countryside wine estates to vibrant city neighborhoods, Portugal rewards every explorer.” — Armando Maestre, Country Manager, Spain & Portugal, Travelive
‘IT’ Destinations, Refined
Requests for Lisbon and Porto now focus on authentic, less-touristy neighborhoods like Alfama, Madragoa, Campo de Ourique, Vila Nova de Gaia, and Matosinhos. In the Algarve, travelers bypass crowded central beaches for Tavira, Lagos, and exclusive Sagres enclaves. Douro Valley visitors want boutique wine estates versus the big names.
Hidden Gems & Brag-Worthy Experiences
Alentejo stands out for its tranquility, authentic vibe, and exceptional gastronomy. The Schist Villages and Serra da Lousã provide untouched nature, while Northern Portugal—Minho, Guimarães, Braga, and Peneda-Gerês National Park—offers medieval charm without large crowds. Unforgettable experiences include private yacht charters on the Douro, VIP Port wine cellar tours, hot air balloon rides over Alentejo vineyards, dolphin-spotting in Setúbal, luxury levada walks in Madeira, and private surf lessons in Ericeira.
Guimarães | Peneda-Gerês National Park | Ericeira
Wellness, of Course
Madeira leads for luxury wellness, with year-round spring weather, spa resorts and subtropical gardens. The Azores rise for geothermal spas and nature-based wellness stays. Alentejo’s farm estates and cork forests offer peaceful slow-wellness environments.
Advisor-Led Groups & Cruise Add-Ons
Culinary and wine-focused groups thrive in Porto, Douro, and Alentejo, while hiking and nature groups choose the Azores and Madeira. Lisbon draws soft-adventure and cultural groups. Cruise travelers are extending trips in Lisbon, Porto, and Algarve, enjoying food tours, wine tastings, tile workshops, and history walks.
Azores
It’s the perfect time to discover Portugal in depth. Let Travelive design your journey—luxury, local flavor, and unforgettable adventure await!
