North American tourism on the rise: USA becomes the main customer for hotels in Lisbon
North American tourism in Portugal continues to grow, with an increase of more than 16% in 2024, consolidating tourists from U.S as the main customers of hotels in Lisbon. This significant growth reflects Portugal’s growing popularity as a destination for Americans, who now outnumber traditional tourists like the French in terms of hotel bookings in the capital.
This rise is attributed to a combination of factors, such as the appreciation of the dollar against the euro, the visibility of Portugal on major US TV programs and the growing tourist offer adapted to this audience. The broadcast of the program “Good Morning America” directly from Portugal, for example, helped to reinforce the country as a prominent destination.
Impact on the tourism sector and opportunities
With this expansion, US tourism has had a positive impact on revenues in the hotel and tourism sector, especially in Lisbon. Among the main attractions for North Americans are the historical heritage, safety, and gastronomy, as well as events and festivals that put the Portuguese capital in the spotlight.
As the number of tourists from the US grows, the sector needs to adapt to demand, offering new services and experiences that meet the expectations of this growing market. Portugal is thus consolidating itself as one of the main European destinations for North American tourists.
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