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 city, rewards visitors with a wide variety of unique experiences, including historic neighborhoods, fascinating architecture, World Heritage Sites and interesting museums.
Porto’s historic center is a World Heritage site. And of course the world-renowned Port wine comes from its region. Its culinary options have become sought after by travelers. Condé Nast Traveler states, “Porto is a newcomer to the European gastronomy championship but has quickly gained a reputation as a destination to be reckoned with.”
With a coastline along the Atlantic Ocean, the country’s beaches are superb, with 300 earning the respected Blue Flag recognition. The country has a total of 17 World Heritage Sites.
Suppliers Invest in a Good Thing
The spotlight on Portugal comes at a time when the country is easier than ever to access. Its travel offerings are expanding and top suppliers are creating products to accommodate the increasing demands of travelers.
An Ideal Destination
Travelers and suppliers alike are recognizing what Portugal has to offer. “The sophisticated, sub-tropical and year-round destination of Madeira resonates with the North America traveler who is looking for a more distinct and experiential vacation. Travel advisors and our Travel Advisory Board continue to comment regarding the particular interest this type of destination and resort are generating.” says Mark Benson, Associate Vice President Sales & Strategy for Hyatt's Inclusive Collection.
Increased Air Access
Air service to the country is increasing, as airlines are seeing demand increase and potential for more traffic to the country heating up. “I'm very excited about United Airline's route expansion into southern Portugal’s Algarve region. United is the first and only airline to directly connect the United States and Faro with our new service from New York/Newark. We currently serve more destinations in Portugal than all U.S. carriers with existing year-round service between New York/Newark and Lisbon, as well as seasonal service between Washington/Dulles and Lisbon, New York/Newark and Porto, and New York/Newark and Ponta Delgada, Azores,” says Tiago Veloso, Managing Director, Agency Sales & Strategy, United Airlines.
The Booming River Market
River cruising in Europe continues to be red hot. Be conscious of the fact that Portugal is on many of the best river cruise itineraries. “Avalon Waterways is thrilled to launch the brand new Avalon Alegria in 2024 on the Douro River, elevating the choice for cruisers to experience the river on board one of our signature Suite Ships for the first time. The Alegria features two full decks of Panorama Suites for which Avalon is known, with their 11-foot wide wall-to-wall, floor-to-ceiling window and beds facing stunning landscape, the Douro delivers at every turn. Combining the new ship and the incredible experiences guests will have once on shore, it's no surprise that we're almost sold out for 2024 and almost 60% sold for 2025," according to Pamela Hoffee, President, Avalon Waterways.
Hoffee's advice? "Advisors should encourage their clients to book early.”
Hotels Keep Up With Demand
Hotels are keeping pace with the increased consumer interest in Portugal. “Our expansion in Europe is an important part of Hyatt Inclusive Collection’s strategy to thoughtfully grow. Portugal has been part of our expansion plans for some time, now being realized with the opening of Dreams Madeira Resort, Spa & Marina in late summer 2024,” says Benson.
A Look at the Envoyage Marketplace
Envoyage's product marketplace makes it easy for advisors to sell the travel experiences that their customers are looking for. As a global business, they’re able to secure an amazing range of product to suit all types of travel styles and requirements. Plus, their central platforms for air and land distribution, including their NDC solution, simplify the process for advisors.
Benefits to Advisors
Part of Flight Centre Travel Group, Envoyage is a membership network for entrepreneurial travel advisors and travel agencies, consisting of 1700+ members globally. Their membership community spans five countries and benefits from global buying power, industry leading technology and comprehensive product marketplace delivered by one of the world’s largest travel agency groups. Their integrated suite of services, tools, products, support and technologies has been carefully designed to turn any advisor into an envoy and ensure every journey — whether those you plan for your customers or your individual venture as a business owner — is the journey of a lifetime.
Flight Centre Travel Group is one of the world’s largest travel retailers and corporate travel managers. The company, which is headquartered in Brisbane, Australia, employs about 15,000 people globally and has company-owned leisure and/or corporate travel business in 25 countries, spanning Australia/New Zealand (ANZ), the Americas, Europe, Middle East and Africa (EMEA) and Asia.
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