An IPDT publication, since 2007
An independent publication promoted by IPDT, tracking and interpreting major transformations in the sector since 2007
This magazine is available in Portuguese only
Now available in print and digital formats.
Edition #18 — 2025
Tourism as a driver of positive transformation.
The 18th edition of the Tourism Trends Magazine ‘Tourism 2025’ analyses the key events of 2024 and presents perspectives and strategies for tourism in 2025. In this edition:
- The growth of the North American market in Portugal. How is this phenomenon shaping the national tourism landscape?
- 500 Years of Camões – “Through seas never before navigated” Portugal’s deep-rooted connection with the ocean. How can tourism help preserve and enhance our seas?
- 3 tourism destinations capitalising on the success of their athletes to position themselves as global benchmarks.
These and other global trends make up an essential edition with over 100 pages of knowledge, analysis, and inspiration.
Articles in this edition
What can you expect to read in Turismo’25? Find out.
Tourism Barometer — Special Edition
The special edition “Tourism’25” presents an analysis of key performance indicators and emerging trends for the sector in Portugal, based on insights from a qualified panel of experts. A guiding read to support strategic planning and anticipate the challenges of 2025.
What trends will shape 2025?
An in-depth look at emerging traveller behaviours and the key factors set to influence travel decisions, with a focus on personalised experiences, the growing demand for authenticity, and the rise of sustainable practices.
North American Market in Portugal
Explore how the North American market has become one of the main drivers of tourism in Portugal, boosting economic growth and contributing to the diversification of the country’s tourism offering.
500 Years of Camões: the relationship between the sea and tourism.
A reflection on how Camões’ cultural legacy continues to inspire tourism, while highlighting the urgent need to protect this vital resource through sustainable practices and effective conservation policies.
Athletes’ success as a tool for destination promotion
How Argentina (Messi), Slovenia (Pogačar), Brazil (Rebeca Andrade), and Portugal (Cristiano Ronaldo) are leveraging sporting success to boost their tourism promotion.
Wrexham: From Decline to Centre Stage
Discover how the global spotlight brought by Ryan Reynolds and Rob McElhenney transformed Wrexham into an international tourist destination — blending sporting passion, local culture, and economic development.
Integrated destination management: Berlin, Frankfurt, and Malta
Explore how cities such as Berlin, Frankfurt, and Malta have successfully implemented integrated management strategies, combining mobility, sustainability, and innovation — to enhance the visitor experience while delivering tangible benefits to local communities.
Managing Tourism in Natural Areas: The Cases of Slovakia and Estonia
Discover how Slovakia and Estonia have implemented effective strategies to manage and enhance tourism in protected natural areas.
Accessibility in Tourism: Chester and Wallonia
Discover how the global spotlight brought by Ryan Reynolds and Rob McElhenney transformed Wrexham into an international tourist destination — blending sporting passion, local culture, and economic development.
80th Anniversary of the Liberation of Auschwitz
A reflection on the vital role of tourism in preserving the historical memory of Auschwitz — fostering education, respect, and a shared commitment to global peace.
Sustainability: Why pursue certification?
Discover how international certifications, with a focus on EarthCheck’s approach, play a key role in promoting sustainable practices.
Albufeira: the power of positive communication
Learn how Albufeira has tackled tourism challenges through a positive communication strategy, promoting an authentic and resilient image of the destination to maintain the trust of visitors and stakeholders.
The 2025 edition of the Trends Magazine includes the IPDT Guide: Efficient Destination Management.
The guide is designed to provide destination managers with a practical and accessible tool that offers clear guidance for their day-to-day work, supports strategic thinking, and outlines the fundamental elements that underpin a successful tourism destination. In this context, the guide:
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Is based on 8 core principles
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Includes a checklist to support the implementation of strategic actions
Purchase Turismo’25
This magazine is available in Portuguese only
Digital Magazine – €9
Immediate access + Free copy of the IPDT Guide “Efficient Destination Management”
Print Magazine – €16
Shipping included for mainland Portugal and islands + Free copy of the IPDT Guide “Efficient Destination Management”
Print + Digital – €20
Shipping included for Portugal + Free copy of the IPDT Guide “Efficient Destination Management” + Free digital edition of the Magazine + Free digital edition of the IPDT Guide
Setting tourism trends in Portugal since 2007.
The “Turismo em…” Trends Magazine is one of IPDT’s flagship projects. Since 2007, it has helped shape the national tourism agenda by addressing current issues and looking ahead to the future of the sector. Each edition explores key market trends, highlights innovative projects from destinations and businesses, and analyses how traveller behaviour is evolving.
Over the past 17 years, the magazine has challenged organisations, DMOs, businesses, and leading tourism experts to share their views on current issues and their vision for the future of the sector.
