Gastronomy and Wellness Drive Tourism Growth in Portugal

A Global Tourism Shift Towards Wellbeing

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Wellbeing is becoming a defining force in travel behaviour in 2025. Travellers now prioritise destinations that offer nature, balance and healthier ways of engaging with a place. This shift is visible across Europe and is gaining particular relevance in countries where outdoor environments, slower rhythms and quality of life are central to the visitor experience.

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According to the government’s Tourism Strategy 2027 (Turismo de Portugal), wellbeing is one of the strategic assets shaping the future of the sector. The plan highlights natural landscapes, thermal traditions, healthy lifestyles and Portugal’s strong healthcare offering as core elements that can support high-value, wellness-driven travel.

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At the same time, industry reports from 2025 show rising demand for wellness-oriented experiences across international markets. Travellers increasingly seek calm environments, activities linked to personal balance and access to nature. This trend aligns with Portugal’s strengths, particularly its climate, coastlines, rural regions and cultural connection to slower living.

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As motivations evolve, wellbeing is no longer a secondary element. It is becoming central to destination choice. Portugal fits naturally into this movement, offering landscapes, traditions and a lifestyle that support the growing preference for restorative and meaningful travel.

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Gastronomy at the Heart of Portugal’s Tourism Momentum

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Gastronomy has become one of Portugal’s most powerful tourism drivers in 2025. Travellers increasingly search for destinations where food reflects identity, craftsmanship and a sense of place. Portugal’s regional products, from olive oil and wine to seafood and traditional dishes, offer an authenticity that aligns with these new travel motivations.

The momentum is clear in initiatives such as the Douro Olive Oil Experiences Project. The project combines tastings, heritage trails and sustainable agricultural practices to attract visitors to the Douro Valley. It strengthens rural economies, promotes local producers and positions olive oil as a cultural asset capable of elevating the region’s tourism appeal.

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Portugal’s official tourism framework reinforces this direction. The National Tourism Strategy 2027 identifies “Food and Wine” as a key qualifier of the country’s tourism offer, noting its ability to differentiate regions, enhance sustainability and generate higher-value experiences.

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Together, these dynamics place gastronomy at the centre of Portugal’s tourism momentum. It enhances regional identity, supports sustainable practices and deepens the connection between visitors and the landscapes and communities they explore. When combined with wellness and nature-based experiences, food culture elevates the country’s relevance in the global search for meaningful travel.

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Sustainability and Heritage Shape the New Travel Expectations

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Sustainability and heritage are becoming core elements of Portugal’s tourism direction for the coming years. The Tourism Strategy 2027 places strong emphasis on protecting natural landscapes, promoting low-impact travel and ensuring that tourism growth aligns with long-term environmental balance.

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This framework also highlights the value of regional identity. Crafts, gastronomy, architecture and local traditions are recognised as strategic assets that differentiate Portugal and contribute to a more resilient tourism model. The strategy underlines the importance of preserving these elements to strengthen the authenticity of the country’s offer.

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By prioritising sustainability and cultural heritage, Portugal aims to develop tourism that is stable, regionally inclusive and respectful of its landscapes. This approach supports a more balanced form of growth and appeals to visitors who look for places with character, depth and a clear sense of continuity between culture and environment.

Portugal’s Strategic Roadmap: A Stable Foundation for Long-Term Investment

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Portugal’s long-term tourism vision is designed to create a more competitive and investment-ready environment. The Tourism Strategy 2027, sets out a clear national framework focused on strengthening the country’s economic structure, improving service quality and supporting sustainable value creation.

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For investors, one of the most relevant elements is the strategy’s emphasis on professional training and workforce development. By prioritising qualifications, career progression and talent retention, Portugal aims to raise operational standards across the sector. A more skilled workforce reduces operational risk, improves guest satisfaction and creates conditions for more efficient asset performance.

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The roadmap also places strong focus on digital transformation, encouraging businesses to adopt data-led management tools, enhance digital accessibility and modernise operations. This shift supports more efficient cost structures and strengthens competitive differentiation, key components for long-term investor confidence.

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Finally, the strategy introduces clear governance and performance indicators, covering satisfaction, innovation, employment quality and infrastructure development. This institutional clarity offers investors a stable policy environment with measurable objectives, helping reduce uncertainty and reinforcing Portugal’s position as a secure destination for long-term capital allocation.

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Why Portugal Is a Smart Move

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Portugal is shaping a tourism model built on wellbeing, gastronomy, culture and long-term quality. Backed by a national strategy focused on innovation, talent and balanced regional growth, the country offers a stable environment that strengthens its appeal as a place to live and invest. For families seeking a reliable entry into Europe, the Portugal Golden Visa remains a clear and predictable pathway.

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With European residency, investors can fully enjoy the lifestyle Portugal is known for: access to nature, a rich food culture, safe cities, modern infrastructure and a daily rhythm that encourages balance and wellbeing. Living in Portugal means benefiting directly from the same qualities driving its tourism momentum, whether as a second home, a lifestyle move or a long-term family plan.

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Within this context, VIDA Capital provides a secure, regulated route to residency through a CMVM-supervised hospitality fund backed by real hotel assets. Our approach focuses on capital protection, strong governance and long-term value creation. To explore how this opportunity can fit your plans, contact us at rita@vida-cap.com or schedule a call with our team.