≡-Portugal, Spain, and Italy Lead European Tourism Rankings for 2025, With Lisbon and Madeira Driving Significant Growth in Searches and Bookings Across Southern Europe and the Mediterranean – Viral of Today

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Home » Destination News » Portugal, Spain, and Italy Lead European Tourism Rankings for 2025, With Lisbon and Madeira Driving Significant Growth in Searches and Bookings Across Southern Europe and the Mediterranean Wednesday, June 25, 2025Portugal, Spain, and Italy are set to dominate the European tourism landscape in 2025, according to the latest travel insights. With a steady rise in both searches and bookings, Portugal, alongside Spain and Italy, continues to attract travelers from around the globe. Key cities such as Lisbon and Madeira are at the forefront of this growth, driving a surge in interest across Southern Europe and the Mediterranean. This trend highlights the growing appeal of these destinations, as travelers seek the rich culture, scenic landscapes, and unique experiences offered by Portugal, Spain, and Italy in the coming year.In comparison to last year’s findings, Portugal maintains its position in the rankings, consistently holding the seventh spot in travel searches. It continues to attract travelers, trailing only behind Spain, the United Kingdom, Italy, France, Germany, and Greece. Portugal outshines other European countries such as the Netherlands, Poland, and Switzerland in search popularity, reinforcing its appeal to international tourists.However, when considering bookings, Portugal retains its seventh-place position, but Turkey has now surpassed it, climbing to sixth. Spain, the United Kingdom, Italy, France, and Germany maintain their dominant positions at the top of the rankings, with Portugal being overtaken by Turkey in bookings. Other countries such as Kazakhstan, Norway, and Greece now occupy the eighth, ninth, and tenth positions, respectively, for bookings.Focusing on Southern Europe and the Mediterranean, Portugal’s performance in the rankings improves further. In terms of search activity, it moves up to fifth place, just behind Spain, Italy, Turkey, and Greece, overtaking destinations like Croatia, Cyprus, Israel, Malta, and Albania. This shows an increasing interest in Portugal as a top destination in the Mediterranean region.When analyzing bookings in the Southern and Mediterranean Europe region, Portugal rises to the fourth position, surpassing Greece, Israel, Croatia, Malta, Cyprus, and Serbia. Spain, Italy, and Turkey continue to lead, but Portugal’s strong showing in bookings reinforces its status as a key destination for travelers to the region.The report also identifies significant growth trends in searches for Southern and Mediterranean Europe, with Albania seeing the largest growth rate at +30%, followed by Serbia at +23% and Slovenia at +21%. Portugal’s search activity grew by +9%, signaling a continued upward trajectory for the country’s tourism appeal.Lisbon, Portugal’s vibrant capital, remains a major draw for visitors in Southern and Mediterranean Europe. The city ranks sixth in both search activity and bookings, maintaining its position from previous years. Istanbul leads the rankings, followed by Rome, Madrid, Barcelona, and Milan, with Lisbon outperforming cities like Athens, Palma de Mallorca, Malaga, and Santa Cruz de Tenerife in both categories. In terms of bookings, Lisbon retains its sixth-place ranking, with Istanbul, Madrid, Rome, Barcelona, and Milan remaining the dominant cities for reservations.In addition to Lisbon, other cities in Portugal have seen notable growth. Madeira’s cities, particularly Funchal and Ponta Delgada, are experiencing a surge in interest. Funchal ranks third in terms of the highest growth rate in searches, with a remarkable +24% increase, only behind Tirana (+31%) and Belgrade (+25%). Funchal now surpasses Milan, Luqa, Rome, Madrid, Athens, Istanbul, and Florence in search growth, further elevating its status as an emerging travel destination.Ponta Delgada, located on the island of San Miguel, has also seen impressive growth in bookings, securing the second spot with a +10% increase. Only Alicante (+15%) outpaces Ponta Delgada. The city now ranks ahead of Palma de Mallorca, Palermo, Santa Cruz de Tenerife, Venice, Zagreb, Split, Las Palmas de Gran Canaria, and Athens in bookings, underlining its growing popularity.The source markets driving growth for Southern Europe and the Mediterranean are also highlighted in the report. China stands out with an extraordinary +218% growth in searches, followed by Saudi Arabia (+39%), South Korea (+33%), Poland (+32%), and India (+31%). These markets are contributing significantly to the rising demand for destinations like Portugal, as the country continues to attract tourists from across the globe.For bookings, Poland exhibits the highest growth rate at +12%, with South Korea and Denmark showing growth rates of +11%. These increasing trends demonstrate that Portugal is benefiting from a broader range of source markets, positioning itself as a key destination in the Mediterranean and Southern Europe for international travelers.In summary, Portugal’s role as a top European destination continues to strengthen. With Lisbon, Madeira, and Ponta Delgada showing remarkable growth in both searches and bookings, the country’s diverse attractions, rich cultural heritage, and beautiful landscapes are increasingly drawing tourists. Portugal’s position in the Southern and Mediterranean European tourism market is secure, with the nation poised for continued success as a prime choice for travelers seeking authentic and memorable experiences in Europe.

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