Alentejo, Portugal Sees Massive New Year Tourism Surge With Hotels Near Full Booking in 2025 Holiday Season

Published on December 23, 2025

As 2025 comes to a close, the Alentejo region in southern Portugal is expected to experience a massive increase in tourism, particularly during the New Year holiday season. This year, the region is expected to experience a significant increase in visitors, with many hotels and accommodations reporting nearly full bookings. The increase is part of a larger trend in which Portugal’s less-travelled regions are becoming more popular among both international and domestic visitors.

A Transformative Shift in Portugal’s Travel Landscape

Alentejo, a region traditionally overshadowed by Portugal’s more famous destinations such as Lisbon and the Algarve, is now attracting a growing number of visitors looking for a more tranquil and culturally rich experience. The surge in New Year bookings, with many accommodations reaching 90% occupancy, marks a significant shift in the region’s tourism appeal. While Alentejo has always been known for its beautiful landscapes, charming towns, and historical sites, it is only recently that it has garnered significant attention from travelers seeking to experience an authentic side of Portugal.

Historically, Portugal’s tourism focus has been concentrated in major cities and coastal areas, with Lisbon and the Algarve being the dominant destinations. However, over the past few years, there has been a deliberate effort to promote regions like Alentejo, which offer unique experiences such as wine tours, historical villages, and an abundance of outdoor activities. This renewed interest has helped diversify the country’s tourism offerings and attract travelers who want to explore beyond the traditional hotspots.

Peak New Year Bookings: A Record-Breaking Trend

The period around the New Year is always a peak season for tourism in Portugal, and 2025 is no exception. Hotels and guesthouses in Alentejo are already seeing strong bookings for the holiday season, with many establishments indicating that almost all rooms are reserved for the last week of December. The last-minute rush of bookings for this period is a common trend seen across Europe, as more people are opting for spontaneous trips, facilitated by flexible travel arrangements and last-minute deals.

This surge in demand has caught the attention of local hospitality providers, who have spent the past few years upgrading their facilities and expanding their offerings to cater to the growing influx of tourists. In towns like Évora, a UNESCO World Heritage city, as well as other popular destinations like Beja and Elvas, hotels are not only reaching full capacity, but they are also experiencing an increase in high-end bookings. The luxury sector, which was once limited in the region, is also thriving, as more upscale travelers are discovering the unique appeal of Alentejo.

International Visitors Flock to Alentejo

While domestic Portuguese tourists continue to make up a significant portion of the New Year visitors, there has been a noticeable rise in international interest in Alentejo. Visitors from neighbouring Spain, as well as countries like the United States and Brazil, are increasingly choosing Alentejo as their destination for year-end travel. This growing international demand is a testament to the region’s rising status on the global tourism map.

International tourists are drawn to Alentejo’s combination of rich history, scenic landscapes, and authentic cultural experiences. The region’s capital, Évora, with its well-preserved Roman ruins and mediaeval architecture, is particularly attractive to those interested in heritage tourism. Furthermore, Alentejo’s proximity to the Mediterranean coast allows for easy access to beautiful beaches, making it a versatile destination for both cultural enthusiasts and nature lovers alike.

Cultural and Natural Appeal of Alentejo

Alentejo’s natural beauty is a key component of its appeal. The region is characterized by rolling hills, olive groves, vineyards, and traditional whitewashed houses, which create an idyllic backdrop for a peaceful getaway. It is also home to some of Portugal’s best wine estates, and wine tourism has become an important part of the region’s economy. Many visitors opt for guided wine tours, where they can sample some of the finest wines in the country while learning about the region’s rich winemaking traditions.

In addition to its natural beauty, Alentejo is also known for its rich cultural heritage. The region boasts a number of mediaeval towns, charming villages, and historical sites, including the ancient city of Évora, the megalithic site of Almendres Cromlech, and the fortified town of Monsaraz. These sites attract history buffs and cultural enthusiasts, offering a deep dive into Portugal’s past.

Hotel Sector Response to Rising Demand

In response to the growing demand, the hotel sector in Alentejo has been expanding and diversifying its offerings. The region now boasts a range of accommodation options, from traditional guesthouses and boutique hotels to modern resorts and rural tourism properties. Many hotels have embraced the region’s natural surroundings by incorporating eco-friendly practices, such as using locally sourced materials and offering organic food options. This eco-conscious approach is attracting a growing segment of travelers who prioritize sustainability during their trips.

Rural tourism has also seen significant growth in Alentejo, with many visitors opting to stay in countryside lodgings, such as farmhouses and vineyards, to enjoy a more authentic experience. These types of accommodations allow tourists to connect with the land and the local way of life, providing a peaceful retreat from the hustle and bustle of urban life. The increasing popularity of rural tourism has helped create jobs and boost the local economy, particularly in smaller villages that rely on tourism for their livelihoods.

Alentejo’s Competitive Edge Over Other Regions

While the Algarve and Lisbon continue to be top destinations for tourists visiting Portugal, Alentejo’s appeal lies in its ability to offer something different. It provides an escape from the crowded tourist hotspots and offers visitors the chance to immerse themselves in the region’s slower pace of life. This makes it particularly attractive to those seeking a more relaxed and authentic travel experience.

Moreover, Alentejo’s accessibility from Lisbon, just a short drive away, has also played a role in its rising popularity. The region is easily reached by car, making it an ideal destination for travelers who want to experience Portugal’s countryside while remaining close to the capital. This proximity to Lisbon has made Alentejo a popular choice for day trips and weekend getaways, especially for those looking to escape the hustle and bustle of city life.

The Economic Impact of New Year Tourism

The influx of tourists during the New Year period is expected to have a positive impact on the local economy. Increased hotel bookings, restaurant reservations, and visits to local attractions will boost revenue for businesses in the hospitality, retail, and service sectors. The tourism boom in Alentejo has already helped revitalize some of the region’s smaller towns, providing new job opportunities and encouraging investment in infrastructure.

As more visitors discover the charms of Alentejo, the region’s tourism sector is poised for continued growth in the coming years. This growth will likely lead to the development of more high-quality accommodations and attractions, further enhancing the region’s appeal as a year-round destination.

Looking Ahead: Alentejo’s Bright Future

With its growing popularity among tourists, Alentejo is poised to become one of Portugal’s top tourist destinations in the coming years. The region’s appeal stems from its combination of natural beauty, rich cultural heritage, and authentic experiences. As more travellers seek out less crowded destinations, Alentejo’s distinct charm and peaceful atmosphere will continue to draw visitors from all over the world. The future of tourism in Alentejo appears promising, with numerous exciting developments on the horizon.

Finally, Alentejo’s tourism boom during the 2025 New Year period demonstrates its growing importance as a cultural and natural destination in Portugal. With nearly full hotel bookings, an increase in international visitors, and a thriving hospitality sector, the region is well-positioned to maintain its status as one of Portugal’s most popular vacation destinations.