Portugal’s tourism sector is currently grappling with significant challenges as it seeks to consolidate its growth in the face of evolving global dynamics. During the official opening of BOOST 2025, held at the Estoril School of Hospitality and Tourism, Secretary of State for Tourism Pedro Machado emphasized the need for innovation and adaptation in the industry.
Key Facts
- Portugal’s tourism industry is crucial, contributing 14.4% to national exports.
- The BOOST 2025 event focuses on the integration of artificial intelligence in tourism.
- The government aims to achieve €27 billion in tourism revenue by 2024.
- Sustainability and diversification of tourism offerings are key priorities.
The Current Landscape of Tourism in Portugal
Pedro Machado highlighted that Portugal’s tourism sector is not merely a mono-industry but a powerful industry that supports the growth of other sectors. He stated that the country’s exports amount to €128 billion, with tourism playing a vital role in this economic landscape.
The Secretary of State pointed out that the tourism sector’s contribution to the economy is significant, with 14.4% of exports coming from this industry. This figure surpasses contributions from machinery and automotive sectors, showcasing the importance of tourism in Portugal’s economic framework.
BOOST 2025: A Platform for Innovation
The BOOST 2025 event, themed “The Experience,” is organized by NEST – the Center for Innovation in Tourism. It aims to explore the latest trends in artificial intelligence and its applications in the tourism sector. Machado emphasized that creating memorable experiences is essential, as tourism is fundamentally a people-centric industry.
He noted that the integration of artificial intelligence should enhance decision-making processes, allowing for a more emotionally intelligent approach to tourism management. This perspective is crucial as the industry navigates the complexities of modern travel demands.
Future Goals and Sustainability
Looking ahead, Pedro Machado expressed optimism about reaching the ambitious target of €27 billion in tourism revenue by 2024, a goal initially set in the 2027 Strategy. He acknowledged that achieving this milestone ahead of schedule demonstrates the sector’s resilience and potential for growth.
Sustainability remains a core focus, with Portugal boasting 22 distinct tourist products. The government is committed to collaborating with regional tourism entities to diversify offerings while ensuring the responsible use of finite resources.
Expanding Global Reach
Machado also discussed Portugal’s efforts to expand its influence in emerging markets, including the United States, Canada, Mexico, Argentina, and Australia. He emphasized the importance of being globally competitive and highlighted Portugal’s strategic assets that contribute to its ranking as the 12th most competitive country in the world.
The Secretary of State concluded by praising the unique hospitality of the Portuguese people, which he believes is a significant factor in creating unforgettable experiences for visitors. This intrinsic quality, combined with strategic initiatives, positions Portugal as a leading destination in the global tourism landscape
