Algarve Tourism optimistic about strong second half of 2025
Backed by positive results from the first semester, Turismo do Algarve plans to maintain its focus on strategic market engagement, differentiated tourism products, and a value-driven approach that positions the Algarve as a leading European destination with global appeal.
As the second half of 2025 approaches, Turismo do Algarve expresses strong confidence in the region’s continued tourism momentum.
“We are very confident in the direction we’re heading,” says André Gomes, President of Turismo do Algarve. “Our work is strengthening the region’s competitiveness and attracting a more qualified, sustainable type of tourism.”
A Strategy Rooted in Quality, Authenticity, and Proximity
Amid global tourism challenges and shifting traveler expectations, the Algarve has succeeded in aligning its offer with the preferences of modern tourists, those who seek authenticity, variety, and unique experiences.
According to Gomes, the region is increasingly capturing the attention of curious and discerning travelers, thanks to its growing reputation and tailored promotional strategies. The first-half results confirm that the Algarve is no longer just a summer destination. It’s on the radar year-round for high-value visitors who appreciate its distinctive identity and lifestyle.
International Promotion Paying Off—Especially in the U.S.
The Algarve’s first-semester promotional efforts were built around an ambitious action plan emphasizing personalization and experiential marketing. One standout success has been in the United States, where demand for the Algarve as a destination grew by 8.5% between January and April 2025.
Key initiatives included:
- Two major roadshows in New York, Boston, Los Angeles, and San Diego
- Engagement with over 300 travel agents and tour operators
- A focus on increasing awareness of direct flight connections
These efforts were supported by strategic airline partnerships—most notably, the launch of the first direct route between Faro and the U.S., operated by United Airlines, and a new Faro–Iceland route by PLAY Airlines.
Airline Collaborations and Co-Marketing Campaigns
Connectivity and accessibility remain central to the Algarve’s strategy. In the first half of 2025, Turismo do Algarve ran seven co-marketing campaigns in collaboration with major international airlines, including:
These campaigns targeted six key source markets and aimed to boost bookings across the year, with five more campaigns already planned for the second semester.
Personalized engagement with Trade and Media
Turismo do Algarve is also investing in face-to-face engagement to strengthen ties with international markets. Instead of relying solely on digital or distant promotion, the region is organizing press trips and familiarization visits for:
- Journalists and content creators
- Travel agents and tour operators
So far in 2025, the Algarve has hosted:
- 34 press visits, with 57 journalists from 10 different countries
- 23 familiarization trips, involving 58 trade professionals from 9 markets
These visits provide firsthand experiences that translate into more authentic media coverage and better-targeted commercial campaigns.
Diversifying Tourism: Golf, Nature, Wine & MICE
The Algarve’s promotional efforts have extended beyond the leisure market to include a variety of high-value tourism segments, such as:
- Golf tourism – with 7 marketing actions in 4 countries
- Nature and active tourism
- Luxury travel and wellness
- Wine tourism
- Sports tourism and events
- Business and MICE (Meetings, Incentives, Conferences, Exhibitions)
Additionally, Turismo do Algarve has participated in 40 international trade shows and events, reinforcing its presence and credibility among industry professionals worldwide.
Looking Ahead: Sustainability and Strategic Growth
As the second semester unfolds, Turismo do Algarve is doubling down on its strategic goals:
- Attract higher-value travelers
- Diversify the tourism calendar
- Enhance air connectivity
- Promote the Algarve as a sustainable, year-round destination
The U.S. remains a top priority, now ranking as the seventh most important international market for the region. Efforts to nurture this market—including continued promotion, direct flights, and trade engagement—will remain in focus through the end of 2025.
With solid first-half results and a robust plan for the remainder of the year, the Algarve is not only optimistic, it’s firmly on course to strengthen its position as one of Europe’s most attractive and sustainable tourism destinations.