As the world marks World Tourism Day today, Bernardo Trindade, President of the Portuguese Hospitality Association (AHP), emphasizes the continued critical role of tourism in the national economy.
“Tourism continues to contribute to the country’s economic growth, generating more tax revenue and job creation, serving as the primary instrument of the country’s economic and social cohesion,” he asserts.
However, he warns that the sustainable growth of the sector requires investment in key infrastructures, such as the new Lisbon airport, and policies that promote professional qualifications and the extension of the average stay of foreign tourists in the country.
“All this is necessary so that 2025 and the coming years can see in this economic activity the response that the country needs for economic and social growth,” he states.
Ana Jacinto, Secretary-General of the AHRESP – Association of Hospitality, Catering and Similar Services of Portugal, echoed these sentiments, highlighting the growing importance of tourism for the economy, job creation, and Portugal’s international visibility, while acknowledging concerns, particularly in the restaurant sector.
She notes that 2025 data confirm the dynamic nature of tourism, with records in guests, overnight stays, and revenue, which she considers “evidently a source of pride,” concluding that “overall, the balance is positive.”
“However, this growth is slowing down, changes in tourist profiles are noticeable, and several challenges remain unresolved, particularly concerning the restaurant sector in areas with lower tourist flows,” she emphasizes.
The pressure from costs, persistent inflation, and burdens inherited from the pandemic exacerbate the situation.
“It’s important to remember that businesses are still repaying pandemic-incurred loans and simultaneously face price instability and rising raw material costs,” she says, citing August as an example, when non-processed food items saw a 7% inflation, “accumulating seven consecutive months of increase, with significant rises, leaving increasingly reduced margins.”
The AHRESP head stresses that this is “a time that requires urgent measures for competitiveness and support so that companies can invest, create value, and maintain their vital role in the economy and tourism.”
As of July 2025, “it is evident that the United States has become the third largest international market, surpassing Spain, which traditionally held that position. This development requires a quick adaptation by Portuguese companies to new demands and consumer patterns. However, the business structure is predominantly composed of microenterprises that do not have, on their own, the financial capacity to modernize or requalify,” she explains.
Both officials agree that growth must be accompanied by responses.
“We must ensure that growth reaches people, communities, and companies,” Ana Jacinto stresses, advocating for a strategy based on three pillars: valuing people, capitalizing businesses, and supporting affordable housing for industry workers.
Sustainability, Ana Jacinto emphasizes, “lies in ensuring that each community feels it is gaining and sees tourism as a future opportunity, not just a statistic.”
