What's Happening?
Lisbon's tourism industry has shifted its focus towards high-value growth, prioritizing economic sustainability over sheer volume. In 2025, the city's Revenue per Available Room (RevPAR) increased by 2.2%, reaching €114.46, driven by a rise in the average
daily rate for hotels. The Lisbon Tourism Association (ATL) attributes this success to a strategy aimed at attracting high-value visitors. The United States remains the top international market, with Americans accounting for 17.2% of total guests. The strategy has positioned Lisbon as a strong competitor among European destinations.
Why It's Important?
Lisbon's focus on high-value tourism reflects a broader trend in the industry towards sustainable growth. By targeting high-value visitors, the city can enhance economic returns while minimizing the negative impacts of overtourism. This approach supports local businesses and infrastructure, contributing to long-term success. The strategy also aligns with global efforts to promote sustainable tourism practices, which are increasingly important in the face of environmental challenges. Lisbon's success serves as a model for other destinations seeking to balance growth with quality and sustainability.
