PORTUGAL NAMED EUROPE’S BEST DESTINATION AT WORLD TRAVEL AWARDS 2025 — HOW DID THE REGION FARE?

Portugal has once again shined on Europe’s tourism map — at the prestigious World Travel Awards 2025, the country earned the title of “Europe’s Leading Destination”, reclaiming the recognition that went to Greece last year. With this success, Portugal has now won the continent’s top tourism award for the seventh time since 2017.

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This year, Portugal stood out among nominees such as Austria, France, Germany, Italy, Norway, Spain, and Switzerland. According to Pedro Machado, Portugal’s Secretary of State for Tourism, Trade and Services, the award “reflects the hard work, dedication, and quality of all professionals who make tourism one of the main pillars of the Portuguese economy.”

TOURISM AS A STRATEGIC ADVANTAGE

Carlos Abade, President of Turismo de Portugal, added that the award confirms “Portugal’s remarkable ability to position itself as one of Europe’s best tourist destinations,” emphasizing that it represents “the consolidation of a prominent position the country is building in a long-term and sustainable way.”

The awards ceremony took place in Sardinia, Italy, as part of the 32nd edition of the World Travel Awards — often referred to as “the Oscars of world tourism.”

STRONG COMPETITION ACROSS EUROPE

In the Adventure Tourism category, the title went to Huesca La Magia in Spain, replacing last year’s winner — the Azores. Greece’s Costa Navarino was named the best beach holiday destination, while France earned recognition as “Europe’s Best Cultural Destination.”

Athens was named Europe’s leading city destination, and Eastern Macedonia and Thrace (Greece) received the title of “Most Promising New Destination.”

A SYMBOL OF QUALITY, AUTHENTICITY, AND SUSTAINABILITY

Portugal’s return to the top of European tourism once again reinforces its reputation as a country that successfully combines natural beauty, cultural diversity, and sustainable growth. From the historic streets of Lisbon to the landscapes of Madeira and the wine valleys of Porto, Portugal continues to inspire travelers seeking authenticity, safety, and quality.

HOW DID THE BALKAN REGION PERFORM?

While Portugal took Europe’s tourism crown, countries from the Balkans also recorded strong results in regional categories. Belgrade was once again nominated as the best city break destination in Southeast Europe, while Kopaonik continues to gain recognition for winter tourism and sustainable mountain experiences. Experts note a growing global interest in authentic travel throughout the Balkans — from the wine routes of Fruška Gora and cultural festivals in Niš to adventure tourism in Eastern Serbia.

In Montenegro, Kotor and Porto Montenegro continued to collect awards in the categories of luxury marinas and Adriatic destinations. Slovenia also drew attention for its sustainable tourism, especially in Bled and the Soča Valley, which have become models of balance between tourism and environmental protection.

In Croatia, Dubrovnik was once again named Europe’s best cruising destination, confirming its enduring appeal among international travelers. Meanwhile, Istria is increasingly recognized for its gastronomic excellence, blending wine, olive oil, and traditional cuisine.

Additionally, Kvarner has gained growing popularity and media attention after being named Europe’s Gastronomic Capital for 2026, highlighting the region’s rich culinary diversity and innovative approach to preserving authentic recipes and local products.

THE REGION’S RISING PRESENCE IN EUROPEAN TOURISM

Across the Balkans, tourism strategies are increasingly focused on sustainability, local stories, and quality. Rather than mass tourism, the emphasis is now on authentic experiences, cultural heritage, and natural beauty — precisely what modern global travelers are looking for.

According to tourism analysts, the Balkan region could become Europe’s next rising star in the coming years, and recognitions such as those from the World Travel Awards only confirm that the region is steadily realizing its potential.