Published on
October 25, 2025
Portugal has triumphed as Europe’s premier travel hotspot for 2025, securing the prestigious title at the World Travel Awards. This victory highlights the country’s diverse appeal, with its historic cities, such as Lisbon and Porto, offering a rich cultural experience, while its breathtaking islands like Madeira continue to enchant visitors with stunning landscapes and mild climates year-round. Portugal’s seamless blend of heritage, natural beauty, and modern tourism infrastructure positions it as a must-visit destination for travellers in 2025, solidifying its reputation as one of Europe’s most captivating and dynamic destinations.
Portugal has once again secured its place as Europe’s premier travel destination at the 2025 World Travel Awards, reclaiming the title it lost last year. This marks the country’s sixth win since 2017, reflecting its ongoing popularity among international travellers and its reputation for delivering exceptional tourism experiences across the continent. The accolade highlights Portugal’s rich blend of cultural heritage, stunning landscapes, world-class cuisine, and modern amenities, which continue to captivate visitors from around the globe.
This year, Portugal competed against twelve highly regarded European destinations, including Austria, France, Germany, Greece, Ireland, Italy, Norway, Spain, Sweden, Switzerland, and Turkey. The selection underscores the country’s ability to stand out in a competitive field, offering a variety of experiences that appeal to diverse traveller interests, from historic urban centres and scenic islands to culinary adventures and vibrant cultural festivals.
The 32nd edition of the World Travel Awards was hosted in Sardinia, Italy, celebrating excellence in travel and tourism across Europe and beyond. The awards are widely regarded as a benchmark for quality in the sector, and winning Europe’s top destination underscores Portugal’s strength in combining natural beauty, cultural richness, and high-quality visitor experiences.
Portugal’s cities and regions also received significant recognition this year. Madeira was named Europe’s “Best Island Destination,” a testament to its breathtaking landscapes, mild year-round climate, and unique mix of natural and cultural attractions. Porto emerged as the continent’s leading urban destination, praised for its historic architecture, vibrant riverfront, and growing reputation as a cultural and gastronomic hub. Lisbon was highlighted as the ultimate city break destination, offering picturesque streets, thriving arts scenes, and lively waterfronts that attract visitors year-round.
Other European destinations were celebrated for their unique offerings as well. Huesca La Magia in Spain claimed the award for Europe’s best adventure tourism destination, surpassing last year’s winner, the Azores. Greece’s Costa Navarino was recognised as an unmissable beach destination, while Batumi in Georgia was celebrated as a top location to explore throughout all seasons, blending coastal beauty with cultural experiences. Dubrovnik in Croatia continued its winning streak as Europe’s leading cruise destination for the third consecutive year.
Cultural tourism also featured prominently in the awards. France was named Europe’s “Best Cultural Destination,” recognised for its unparalleled heritage, historic landmarks, and artistic treasures. Athens, Greece, earned distinction as the continent’s top city for cultural experiences, with its combination of ancient sites and vibrant modern arts scene. Meanwhile, Greece’s East Macedonia and Thrace region received the award for Europe’s most outstanding emerging tourist destination, signalling the rise of new and captivating travel locations across the continent.
The 2025 World Travel Awards highlight the ongoing evolution and diversity of European tourism. Portugal’s win not only reflects its natural and cultural assets but also its commitment to offering high-quality, memorable experiences for travellers. With a mix of iconic cities, scenic islands, and emerging regions, Portugal continues to strengthen its position as a destination that delivers variety, quality, and innovation across all types of tourism.
As Europe’s tourism sector grows increasingly competitive, Portugal’s repeated success underscores the country’s ability to adapt, innovate, and inspire travellers. Its combination of breathtaking landscapes, historic architecture, vibrant cities, and cultural richness ensures that Portugal remains at the forefront of European travel, making it a must-visit destination for tourists in every season.
