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What's the Hot European Destination?
01.05.2024 - 13:49 / travelweekly.com / Conde Nast
Europe is a cornucopia of travel wonders. But as trends change and consumer demand ebbs and flows, what's the current hot destination on the Continent?
For some time, the tourism numbers have been pointing to Portugal. And the growing number of suppliers recognizing that country is creating a host of opportunities – new travel products and new routes – for advisors and their clients. These suppliers are recognizing Portugal as an excellent option for increased business. In addition, the country makes itself easy to sell, and it's well-known, but not well-worn. Portugal is an excellent example of the travel advisors’ never-ending quest for the trendy European vacation spot.
Hot and Heating Up
According to Eurostat, the official website of the European Union, compared with 2022, nearly all EU members recorded an increase in travelers in 2023. And in fact, eight EU members exceeded 10% increase, including Portugal.
Clearly post-pandemic travel continues to come back with a vengeance. Air lift has increased from 50% to 75%. In Portugal, overnight stays in 2023 grew by 37% and revenue increased by 18.5% compared to 2022. There has been substantial growth in tourism across the country over the past two years, and it represents a new wave of success for the country’s tourism industry. And it will only get better, as experts predict further expansion based on input from tourism companies and related entities.
According to Condé Nast Traveler, Portugal was the fourth most Googled travel destination globally in 2023. Factors attracting that organic search interest included Porto’s rising food scene, the Azores’ natural appeal, and the increasing popularity of Lisbon and Porto.
Small in Size, Big in Appeal
Proving that good things come in small packages, Portugal is roughly the size of the state of Indiana. In terms of climate and topography, it will make you think of California. It’s one of the oldest countries in Europe and it led the Age of Discovery in the 15th and 16th centuries. It was as one of the world’s economic and maritime powers, reflecting its rich history. Today, Portugal is consistently one of the top value destinations in Europe. Advisors can stretch their clients’ budget dollars and then reallocate that savings to enrich other areas of their trip.
Vibrant Cities & Beyond
Portugal offers a rich history and culture. Here’s just a brief look at what the country offers:
• UNESCO World Heritage Sites
• Lively entertainment and nightlife
• Unique gastronomy & wines
• Fado music
• Colorful shopping
• 23 golf courses
• World surfing reserve
• Natural attractions, including rivers, ocean, mountains and beaches
Portugal’s principal cities, Lisbon and Porto, have much to offer travelers. Lisbon, the capital
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