Alentejo Sees Surge in Tourism for New Year’s Eve, Cementing Its Status as a Top Destination

Published on December 21, 2025

As the end of the year draws near, the Alentejo region in Portugal is becoming increasingly popular among tourists-the volume of bookings for New Year’s holidays has pushed hotels here to nearly full capacity. According to the Regional Tourism Authority of Alentejo, Turismo do Alentejo, the holiday season is expected to attract more people than ever to the region, with occupancy rates surpassing 90% as the year 2025 concludes. This indicates the increased popularity of the region as a vacation spot due to locals and foreigners alike who are looking forward to an enjoyable but tranquil experience to welcome in the coming year.

Alentejo: A Hidden Gem for Holiday Travelers

The Alentejo region, renowned for its rich cultural heritage, rolling vineyards, and picturesque landscapes, is a rising star in Portugal’s tourism sector. Located in the southern part of the country, Alentejo has long been an area favored by those seeking a more tranquil alternative to the more bustling tourist hotspots in Portugal. While Lisbon and the Algarve are popular destinations year-round, Alentejo offers a quieter, yet equally enriching, experience for travelers.

During the holiday season, however, the region takes on a special charm. As families and travelers from around the world flock to the area for New Year’s celebrations, the demand for hotel rooms surges. According to José Manuel Santos, president of the Regional Tourism Authority of Alentejo and Ribatejo, New Year’s Eve is one of the most lucrative times for tourism in the region. Santos noted that the region’s unique blend of culture, scenic beauty, and hospitality makes it an attractive choice for holidaymakers.

New Year’s Eve Drives Record Hotel Occupancy

This year, Alentejo is seeing impressive levels of bookings. Current reservations for the New Year period stand between 65% and 75%, with expectations that these figures will increase sharply in the final days of the year due to last-minute bookings. The surge is largely driven by travelers from the domestic market as well as from neighboring Spain. Santos noted that demand has continued to grow as international visitors, particularly from Spain, Brazil, and the United States, make their way to the region for the New Year.

In Évora, one of the most popular cities in Alentejo, hotels typically experience near full occupancy during the holiday period, with expectations for 2025 to be no different. Santos added that New Year’s Eve in Évora is expected to exceed 90% occupancy, further cementing the city’s status as a sought-after destination for both tourists and locals alike.

The Rise of Rural and Luxury Tourism

One of the key trends in Alentejo’s tourism sector is the increasing shift toward higher-end accommodations. The region is becoming known for its luxury tourism offerings, with more than half of the accommodation capacity now found in four- and five-star hotels. This is a clear departure from the past when lower-category accommodations made up the bulk of the market share.

Rural tourism also continues to thrive in Alentejo, with many visitors seeking the authenticity of countryside stays. Rural tourism offers a unique experience of staying in traditional farmhouses, vineyards, or boutique rural hotels that highlight the region’s natural beauty and agricultural heritage. As a result, these accommodations remain a significant part of the tourism landscape, providing a more intimate and peaceful alternative to the luxury hotel options.

Growing Demand for Alentejo’s Cultural and Gastronomic Offerings

The rising demand for accommodation during the holiday period also reflects the growing appeal of Alentejo’s cultural and gastronomic experiences. The region is known for its charming historic towns, ancient castles, and rich traditions, making it a perfect destination for those looking to explore Portugal’s lesser-known treasures. Évora, with its Roman temples, medieval streets, and the famous Chapel of Bones, is a particularly popular destination.

Gastronomy is another major draw. Alentejo’s culinary offerings are renowned for their emphasis on local ingredients, with an abundance of fresh seafood, cured meats, and world-famous wines. The region’s food and wine festivals, many of which take place around the holidays, have become an integral part of its appeal to tourists. Visitors flock to local restaurants and vineyards to experience authentic Portuguese cuisine paired with exceptional wines, making it a must-visit destination for food lovers.

A Thriving Tourism Economy and Future Growth

In 2025, Alentejo saw significant growth in the tourism sector, with an increase in the number of hotel bookings and a rise in overall tourism revenues. The total number of tourist beds in the region currently stands at around 30,000, with growth rates of 4% to 5% annually. Two new hotels opened in the region in 2025, one in Elvas and another in Viana do Alentejo, while additional developments are expected in the coming years.

The regional tourism authority’s focus on promoting Alentejo as a destination for both relaxation and cultural enrichment is paying off. Over the next 16 months, several projects are set to further boost the region’s tourism appeal, particularly along the Alentejo coast. These new initiatives include the opening of new hotels and other tourism infrastructure that will cater to the increasing number of visitors. The addition of these projects will create more opportunities for tourists to experience the beauty and charm of Alentejo.

Challenges and the Need for Sustainable Growth

While the growth in tourism is a positive development, it also comes with challenges. Managing the influx of visitors, particularly during peak times like the New Year holiday, requires careful planning and sustainable growth strategies. The regional tourism authority emphasizes the importance of balancing tourism growth with the preservation of the region’s natural and cultural assets.

Santos noted that the region is committed to promoting responsible tourism practices, ensuring that Alentejo remains a vibrant, attractive destination for future generations. As the tourism sector continues to grow, sustainability will be a key focus for local authorities, with efforts to protect the environment and promote the well-being of local communities.

Alentejo’s Bright Tourism Future

The number of tourists continues to grow in the Alentejo region, both in the luxury and rural segments. This confirms that the demand for high-class accommodation during the holiday period is great and that this region is becoming increasingly popular for New Year’s Eve celebrations. With new hotels still opening and projects in development, Alentejo is bound to become one of the highlights of Portugal in leisure and cultural tourism.