Algarve Boasts a Stellar First Half of 2025, Eyes Even Brighter Future

The Algarve Tourism Board has reported a highly positive review of the first half of 2025, with ambitions to cement the region as a "solid, attractive, and safe" choice for travelers seeking a European destination with "unique identity".

In the latter half of the year, the focus remains on differentiation, market proximity, and promoting high-value tourist products. André Gomes, President of Algarve Tourism, expressed confidence in the region's trajectory, emphasizing efforts to attract more qualified and sustainable tourism.

First Half of 2025 Highlights

The period was notable for enhanced international connectivity, including the launch of a direct route between Faro and the USA by United Airlines, and a regular route to Iceland with PLAY Airlines. These developments are seen as strategic opportunities to strengthen the Algarve's position in the North American and Nordic markets.

Collaborations with airlines like Air Transat and British Airways led to seven promotional campaigns across six markets, with five more planned for the second half of the year. The US and Canada have been particular focuses, with 11 targeted actions including roadshows in cities like New York and Los Angeles, attracting over 300 tourism operators.

These efforts have already borne fruit, with an 8.5% increase in demand from the US market in early 2025, making it the seventh most important foreign market for the Algarve.

Engaging Markets Directly

The strategy also involves bringing the market to the destination, with 34 press visits and 23 familiarization tours involving 115 participants from 12 countries. This hands-on approach aims to deepen the Algarve's appeal across diverse markets.