We say goodbye to 2023 and celebrate a memorable year for tourism in Portugal and around the world. It was the year that marked the stabilisation of the tourism ecosystem. This progress is reflected in the figures for the tourist accommodation sector, which saw a significant increase, with 2.9 million guests in October 2023 alone, representing an increase of 8.7% compared to previous periods. This trend was accompanied by an increase in domestic tourist activity, where residents in Portugal made a total of 5.7 million trips abroad in the second quarter of 2023, which corresponds to an increase of 6.1 per cent compared to the same period in 2019.
It is estimated that around 700 million tourists travelled internationally from January to July 2023, an increase of 43% compared to 2022. International tourism showed this recovery, with Portugal receiving more than 6.4 million foreign tourists in the first five months of 2023. This trend reflects Portugal’s growing attractiveness as a top tourist destination worldwide.
For 2024, these figures are expected to continue to grow. However, it will be a year of great challenges for the tourist travel sector, namely because the socio-economic situation and uncertainty have resulted in more demanding consumers, with more discerning choices and who have come to value other aspects. Faced with this reality, it is crucial to understand and anticipate the global tourism trends for next year. Let’s get to know them:
- Digital Travel Guru
ChatGPT has suddenly become part of the conversations and processes of companies around the world. Travel planning is an increasingly digital process, and ongoing advances in AI (Artificial Intelligence) are adding new functionalities to plan and organise trips. 62% of tourists use online tools and resources to plan their trips, and tourism professionals face the constant challenge of creating strategies that motivate potential travellers at every stage, from initial research to the final booking stage. - Back to Travel Patterns
2020 and 2021 were marked by high demand for nature destinations. In 2022 and 2023, although this trend will continue, tourists, driven by the feeling of revenge travel, will seek to visit big cities. 2024 will be a year of normalisation of travel patterns, with tourists expected to behave more rationally and logically. It is important to note, however, that today’s tourists are very different from those who travelled in 2019, so although consumption patterns are stabilising, needs are different and more demanding and destinations must prepare offers that can be competitive in the tourism market. - Greener Holidays
With growing awareness of environmental impacts, sustainable travel options are in higher demand. 77% of travellers prioritise destinations that are environmentally friendly and destinations that have volunteering opportunities. It should be noted that there is a particular interest in supporting communities that continue to rebuild after natural disasters. This interest in sustainable practices on the part of consumers is marked by the growing demand to choose hotels and establishments that adhere to the use of renewable energies, develop recycling programmes and implement strategies to minimise water and food waste. They are also looking for experiences that allow them to get in touch with nature in a way that doesn’t harm it, and they attach particular importance to consuming local, organic products that come from sustainable agriculture and contribute to supporting the local economy. In this way, professionals in this sector need to emphasise eco-friendly destinations and practices, in line with tourists’ ethical and environmental considerations. - Sports Trips
In 2024, Europe will be the centre of attention for sports fans, with the Olympic/Paralympic Games in France and Euro 2024 in Germany. In the coming year, we can expect to see a high growth in the number of trips made to attend these events, but also a greater openness to making other trips to take part in or attend sporting events of various kinds. These sporting events are opportunities for tourism professionals to develop products with different experiences in the territory, beyond sport, that add value to these trips. - Business & Leisure
The trend of combining business and leisure travel is often referred to as “bleisure” – a mixture of “business” and “leisure” – which is gaining a lot of popularity. With the possibility of working from home and having a more flexible job, people have the opportunity to combine a business trip with a leisure trip, extending their stay in the destination and taking advantage of the local tourist attractions. - The power of social networks
Today, 60 per cent of young people are strongly influenced on social media by film, television and music artists, as well as by influencers who inspire the choice of the next destination. For the tourism sector, this trend represents an opportunity to use the power of social media and influential personalities to attract a younger audience eager to explore new destinations. However, it is always important to carefully select these influencers to ensure the production of credible and targeted content.
In this scenario, digital marketing and press relations (particularly through press trips) are strategic necessities in the tourism sector, which make it possible to reach consumers where they are – online. In this way, a strong digital presence ensures that tourism offers are visible and accessible to this wide audience, and content can always be adjusted to take account of changes in the market and consumer preferences. Given this context, players in the tourism and travel sector, such as destinations, operators and agencies, must implement strategies in line with market trends and must be able to communicate their differentiating factors.
Message in a Bottle develops dynamic communication strategies that put our clients at the forefront of these trends. We use a variety of online tools and platforms, including social media, content marketing, SEO and much more. Through a strong and strategically thought-out online presence, we want to shape how destinations and experiences are perceived and experienced. In this way, we can extend the reach of our clients, connecting them with a wide variety of audiences. Are you curious? If you want to know how our agency can boost your business, don’t hesitate to contact us! We’re ready to take your trips (and your brand) to new heights! Contact us here.
