Portugal has once again secured the prestigious title of 'Best Destination in Europe' at the 32nd World Travel Awards. This marks the country's seventh win since 2017, reclaiming the top spot from Greece, which held the honor last year. The announcement was made during a ceremony held in Sardinia, Italy, celebrating excellence in the global travel industry.
Key Takeaways
- Portugal won 'Best Destination in Europe' for 2025.
- This is Portugal's seventh win since 2017.
- Lisbon, Porto, and Madeira also received individual awards.
- The World Travel Awards celebrated its 32nd edition.
Portugal's Consistent Excellence in Tourism
Portugal's repeated success at the World Travel Awards highlights its consistent appeal to travelers. The country has established itself as a leading European destination. This year, it surpassed 12 other European territories, including popular choices like France, Italy, Spain, and Greece, to earn the top honor.
The Secretary of State for Tourism, Trade, and Services, Pedro Machado, shared his thoughts on the achievement. He stated that this distinction "reflects the work, dedication, and quality of all the professionals who, on a daily basis, make tourism one of the main pillars of our economy." This sentiment was published on the Turismo de Portugal website, emphasizing the collective effort behind the win.
Did You Know?
Portugal has won the 'Best Destination in Europe' award six times since 2017, making this its seventh victory in recent years.
National Regions Also Recognized
Beyond the national award, several of Portugal's regions and cities received individual accolades. These specific recognitions further cement the country's diverse tourism offerings. Madeira, an autonomous region, was named 'Best Island Destination in Europe'.
Porto, known for its historic center and Port wine, earned the title of 'Best Urban Destination' on the continent. Meanwhile, the capital city, Lisbon, was recognized as the premier location for 'city breaks'. These awards demonstrate the breadth of Portugal's appeal, from island escapes to vibrant urban experiences.
"This award demonstrates Portugal's great capacity to assert itself as one of the best tourist destinations in Europe," said Carlos Abade, president of Turismo de Portugal. "It represents the consolidation of a prominent position that the country has been building up in a sustained manner."
Other European Destinations Honored
The World Travel Awards also celebrated achievements across other European countries. Spain's Huesca La Magia took home the award for 'Best Adventure Tourism Destination'. This dethroned the Azores, a Portuguese archipelago, which won the category last year. Greece's Costa Navarino was recognized as the top spot for beach holidays.
Further east, Batumi, a coastal city in Georgia, earned the distinction of 'Best Place to Visit in All Seasons'. Croatia's Dubrovnik continued its winning streak, once again being named 'Leading Cruise Destination' for the third consecutive edition. These awards highlight the rich and varied travel experiences available across the European continent.
What are the World Travel Awards?
The World Travel Awards were established in 1993 to acknowledge, reward, and celebrate excellence across all sectors of the global travel and tourism industry. The awards are recognized globally as a hallmark of quality, with winners setting the benchmark for others to follow. Voting is conducted by travel professionals and the public.
Cultural and Emerging Destinations
Cultural tourism also received significant attention. France was honored as Europe's 'Best Cultural Destination' for 2025. Within this category, Athens, the Greek capital, was named the 'Best Cultural City'. These awards underscore the importance of historical and artistic offerings in attracting visitors.
Greece also saw another region gain recognition. East Macedonia and Thrace was designated as the continent's most outstanding 'Emerging Tourist Destination'. This category often highlights areas that are gaining popularity and developing their tourism infrastructure, offering fresh experiences for travelers seeking new adventures.
- France: Best Cultural Destination in Europe.
- Athens, Greece: Best Cultural City in Europe.
- East Macedonia and Thrace, Greece: Most Outstanding Emerging Tourist Destination.
- Huesca La Magia, Spain: Best Adventure Tourism Destination.
- Costa Navarino, Greece: Top Beach Holiday Destination.
Looking Ahead for European Tourism
The results of the 32nd World Travel Awards reflect current trends and future potentials in the travel industry. Portugal's continued success suggests a strong commitment to quality and visitor satisfaction. The recognition of specific cities and regions, both within Portugal and across Europe, indicates a growing demand for diverse travel experiences.
As the tourism sector evolves, distinctions like these help guide travelers and motivate destinations to maintain high standards. The focus on cultural, adventure, and emerging destinations shows a broader appreciation for varied travel interests beyond traditional holiday spots. Europe remains a dynamic and competitive market for global tourism.
The awards ceremony in Sardinia brought together industry leaders and professionals. It served as a platform to celebrate achievements and discuss future directions for the travel sector. The sustained growth and innovation in European tourism are evident in the breadth of categories and the quality of the winners recognized this year.
This success is not just about awards. It also translates into economic benefits for the winning destinations. Tourism supports numerous jobs and businesses, contributing significantly to national economies. Portugal's consistent performance positions it strongly for continued growth in the coming years.
