Lisbon has climbed to the podium of global luxury tourism, being elected the second most desired luxury destination for 2025 according to the latest study by Condé Nast Johansens. The Portuguese capital gathered 28% of the preferences from over 1,700 respondents, only behind the French capital.
This recognition reinforces Lisbon's rise as a city where historical charm, contemporary style, and authentic hospitality meet. Discover why the city of seven hills continues to seduce the world's most demanding travelers.
A Gastronomy of Excellence
Among the main reasons luxury tourists choose Lisbon, gastronomy tops the list. The study reveals that 76% of respondents value Portuguese food and wines, up from 73% in 2024. The city offers a culinary diversity ranging from traditional snacks in neighborhood taverns to tasting menus at Michelin-starred restaurants.
The Lisbon Culture
Another increasingly valued factor by luxury tourists is the cultural and artistic offer. The study shows that 48% of respondents choose destinations for cultural experiences, a growth from the previous year. Lisbon stands out for its artistic life, including music festivals, international exhibitions, galleries, historic theaters, and expanding urban art.
Luxury Hotels and Premium Services
In recent years, the Portuguese capital has strengthened its place on the luxury tourism map with a growing offer of boutique hotels, spas, rooftops, exclusive experiences, and personalized services. The city knows how to welcome, offering accommodations with charm, comfort, and views — whether of the Tagus River, the historic area, or the city's hills.
The Portuguese Capital Rises Among Elite Destinations
This second place in the Condé Nast Johansens ranking is no accident but the reflection of a consistent journey. Lisbon is establishing itself as a destination of choice for luxury tourism, just behind Paris, with an offer aligned with what the most demanding travelers seek: authenticity, comfort, culture, good food, and hospitality.
The city has been recognized by various international publications and tourist rankings, and everything indicates that it will continue to shine in 2025 — not only as a stopover but as a place where luxury and simplicity coexist naturally. Rome and Barcelona tie for third place with 27%, reinforcing Lisbon's prominent position in a competitive scenario among major European metropolises.
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