Portugal’s Rural Tourism Soars As Eco-Conscious Travelers Seek Wellness, Adventure, And Connection With Nature, Fueling A Surge In Property Investments And Sustainable Growth

Published on April 1, 2025

Portugal’s rural tourism is thriving, attracting eco-conscious travelers seeking wellness retreats, adventure, and sustainable stays, while driving property investments.

Tourists seeking more meaningful experiences are increasingly gravitating toward rural holidays that offer activity, connection, and wellness, and they are willing to invest in it.

Rural tourism in Portugal is flourishing. For those who, like me, get restless on a beach no matter how beautiful the view, eco-tourism, retreats, camping, and stays in charming country homes are becoming more appealing. Portugal’s interior remains one of the safest places globally, and its rural areas are attracting not only visitors but also new residents and property investors.

When people hear the term “property investors,” it may conjure up images of big-money ventures, but in reality, it’s about people like you and me—thousands of individuals spending their resources to create accommodation and provide related services. From retired couples who invest their savings into renovating old farmhouses for short-term rentals to young entrepreneurs establishing rental businesses using IT skills and social networks, many are shaping their futures while benefiting their communities.

Although the media and government frequently tout sustainability and casually slap “eco” on countless initiatives, rural tourism is thriving thanks to a significant shift in consumer behavior and the increasing availability of products and services aligned with this new demand.

Portugal’s interior offers visitors an authentic connection with nature while supporting local economies and avoiding the overwhelming mass tourism found in the south. The region is known for its beautiful landscapes, forests, rivers, trails, stone villages, organic food, and peaceful surroundings—qualities that are inherently eco-friendly and sustainable. This is how rural communities have always lived.

The pandemic gave rural tourism a significant boost. As people were forced to slow down, many sought to escape crowded urban areas and began exploring open spaces with fresh air. This shift led some to leave city living for inland properties, and many have found no reason to return to urban centers.

Currently, supply and demand are out of balance, with more people desiring to spend time in rural areas than available accommodation. While it takes time to renovate old buildings and secure licenses for campsites and mobile home parks, work is already underway in central Portugal, with construction activity evident in towns and villages.

In Sertã’s historic district, for example, two large buildings were acquired in January, and renovations are underway to transform them into apartments. Three more buildings on the same street are also being remodeled.

The property market, like a school of fish, often shifts collectively. The growing trend of private capital being used to restore properties for tourism accommodation reaffirms the soundness of our decisions. As the supply increases, so will demand, and vice versa. Councils and tourism boards play their role, but individuals and small businesses are the ones taking risks and driving sustainable tourism at the grassroots level. They’re behind projects like solar-powered lodges, organic farm experiences, and zero-energy properties.

Then there’s the wellness market, once dismissed as fringe, now gaining mainstream appeal. Many rural retreats offer yoga, spa treatments, and nature therapy, tapping into the desire for a deeper connection with nature and a break from the pressures of urban life—attracting those willing to pay a premium for these experiences.

Additionally, international investors and companies are eyeing rural properties to turn them into boutique hotels and holiday rentals. While property prices in rural areas are lower, the potential for high returns makes these investments appealing, as long as renovations are completed on time and within budget. Portugal’s 2030 program further supports sustainable tourism projects with EU funding, grants, and low-interest loans, providing a lifeline for larger private properties that need substantial funds for restoration.

As the southern regions cater to millions of tourists each year, those focused on rural development continue to steadily pursue their goals, with purpose and foresight, while reaping higher returns.