A survey conducted by the Portuguese Hospitality Association (AHP) among its members, the results of which were presented to the media today via videoconference, revealed that for the majority of respondents, Portugal, the United Kingdom, and the United States will be the top three markets in 2024.
However, the AHP noted that there was a surprise drop for France, which fell to sixth place, with only 15% of respondents placing it in their ‘top 3’ primary markets.
“There has been a decline in the relative importance of the French market across all regions,” commented AHP’s Executive Vice-President, Cristina Siza Vieira.
Regionally, the data showed that in the Center, France is considered one of the top three markets by 23% of respondents and 19% in Madeira, but it has disappeared from the main list of all other national destinations.
“We believe there might be a shift in preference towards different types of accommodation, alongside concerns over the French economy,” Cristina Siza Vieira noted.
Looking forward to 2025, only 14% of respondents anticipate the French market making it to their top three.
Other notable trends from the past year include the emergence of Poland as a significant market for 26% of respondents in the West and Tagus Valley region, the exclusion of Spain from the top three in Greater Lisbon, and the return of Brazil, which was cited as important by 21% of the hoteliers who participated in the survey.
