The Portuguese capital received 28% of the preferences of more than 1,700 respondents, second only to the French capital of Paris.

Among the main reasons that lead luxury tourists to choose Lisbon, gastronomy appears at the top. According to the study, 76% of respondents value Portuguese food and wine, up from 73% in 2024.

Another factor increasingly valued by luxury tourists is the cultural and artistic offering. The study reveals that 48% of respondents choose destinations for cultural experiences, an increase compared to the previous year. Lisbon stands out for its artistic life, with a program that includes music festivals, international exhibitions, galleries, historic theatres and expanding urban art.

In addition, the city offers contact with its roots, through traditional neighbourhoods, live fado, tiles, markets and architectural heritage. According to the study, urban destinations are increasingly asserting themselves as epicenters of luxury tourism. This year, 69% of luxury travellers prefer cities, compared to 65% recorded in 2024.