Portugal has yet again reaffirmed its status as Europe’s tourism powerhouse by winning the “Best Destination in Europe” award at the World Travel Awards — for the seventh time, a continental record.
The win reflects Portugal’s ability to blend cultural heritage, scenic landscapes, quality service, and authentic hospitality. Travelers and industry insiders praise the country’s success in preserving local identity amid rising tourism.
But success isn’t accidental. The government is investing in:
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Infrastructure upgrades: new airports, high-speed rail links, better access roads;
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Sustainable tourism: ecosystem restoration, marine conservation, dispersing visitor traffic away from hotspots;
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Niche tourism: wine routes in the Douro Valley, culinary trails, ecotourism in lesser-known regions;
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Digital enhancements: interactive guides, real-time review platforms and immersive mapping tools.
What this means for travelers & how to benefit
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Book early — with rising demand, accommodations fill quickly, especially in peak season.
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Explore beyond Lisbon & Porto — venture to Coimbra, Nazaré, Alentejo for quieter charm.
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Invest in experiences — take cooking classes, vineyard tours, local walking trails.
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Support sustainability — choose certified eco-lodges, patronize local producers, travel lightly.
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Indulge in the culinary scene — from seafood to pastries and port wine, Portugal’s food is part of its story.
If Portugal feels familiar, try seeing it from a different perspective: paddle on the Douro, cycle rugged coastlines, wander vineyard paths, or discover hidden villages less touched by tourism.