Travel by tourists from the United States to Portugal is slowing down and the consequences are already being felt in the country’s hotels. One week before Easter, the number of reservations of this nationality in accommodation establishments fell compared to the same period last year.
If in 2025 North Americans occupied fourth place in the ranking of the main markets for this festive season, this year they fell to fifth place, with the top three led by the Portuguese, Spanish and English. “This market is suffering due to instability due to the war. It feels uncomfortable and there is some slowdown in travel and prudence in consumption”, explained this Thursday, 26th, the executive vice-president of the Portuguese Hotel Association (AHP), Cristina Siza Vieira.
In a meeting with journalists, to present the conclusions of the research carried out by the association, “Carnival balance and perspectives for Easter”, the person responsible detailed that this “slow down” on the part of the United States not only occurs at Easter, but should also extend into the summer holiday season. Another of the main impacts felt in hotels, mainly in the Fátima region, is the “violent drop” in Asian tourists coming mainly from China and South Korea, he explained.
In a global reading of the national map, hoteliers’ expectations for the long weekend from April 3 to 5 point to a 7% drop in the occupancy rate and a 10% drop in the average price to 57% and 147 euros, respectively, although AHP points out that this variation can be explained by the fact that the study was prepared earlier this year, which could exclude last-minute reservations that have not already been accounted for. “We have an Easter that was still very impacted by the bad weather and the war at the time of the research”, explained Cristina Siza Vieira.
In a more refined analysis, the asymmetries in the different regions of the country become clear. Madeira leads in the main indicators “with behavior well above the national average”. In the archipelago, hoteliers expect a full house, with an occupancy rate of 76% and an average price per night of 184 euros. Next comes the Greater Lisbon region, with occupancy of 66% and an average price of 168 euros, and Alentejo which, although with a lower occupancy of 43%, has the third highest average price in the country, at 163 euros.
The Algarve “is recovering more in reserves, but less in price”, with an estimated occupancy of 63% and an average price of 121 euros, demonstrating “some concern and instability in relation to Easter”.
On the other hand, the Azores and the West and Tagus Valley regions record the lowest average prices, at 92 euros and 96 euros, respectively.
Despite the uncertainty and instability caused by the current geopolitical situation, hoteliers say they are optimistic, with the majority anticipating that profits at Easter “could be better or much better” compared to 2025.
Among the 394 respondents, 60% say that the rate of bookings is as expected and 16% say that it has accelerated due to the potential diversion of other destinations to Portugal. Only a fraction of 24% report being impacted by cancellations or a slowdown in bookings.
Madeira and Alentejo are the most optimistic destinations compared to the Setúbal Peninsula and the Azores which, on the other hand, expect fewer guests at Easter.
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