Published on
November 8, 2025
Lisbon, Portugal — Since the UK is the most important source of tourism for Portugal, the government is investing considerably in marketing towards UK tourists. Over the past couple of years, extended processing times at Humberto Delgado Lisbon Airport have harmed Portugal’s reputation, prompting the government’s 2025 €5 million investment towards processing delays, improving first impressions, and continuing to nurture the UK’s tourism market to Portugal.
Pedro Machado, Secretary of State for Tourism, spoke to Lusa news agency at the World Travel Market (WTM) tourism fair, stating that the UK is Portugal’s foremost market. He voiced the country’s intent to consolidate and proactively grow in this essential market. He went on to say that this investment should signal to British tourists the importance of seamless travel.
A Strong Market: The UK’s Role in Portugal’s Tourism Sector
The United Kingdom continues to be the largest contributor to Portugal’s international tourism. In 2024, Portugal welcomed 2.5 million British visitors, accounting for over 10 million overnight stays. Moreover, British tourists generated a staggering €4.13 billion in revenue, comprising 15% of Portugal’s total tourism revenue last year.
In light of this, the government has significantly increased its promotional efforts in the UK. This includes a 13% rise in the promotional budget, alongside an increased presence at key events like the WTM. This is part of a broader strategy to strengthen Portugal’s position as a top destination for British holidaymakers.
The €5 million allocation for 2025 will target a variety of promotional activities, including campaigns by regional agencies, external promotion, press trips, presentations, and advertising to further solidify Portugal’s tourism standing in the UK market.
The Impact of Airport Delays
Pedro Machado pointed out that despite Portugal’s ongoing success as a tourist destination, airport waiting times at Lisbon’s Humberto Delgado Airport had become a critical issue. He referred to Humberto Delgado Airport as the “Achilles’ heel,” noting that the waiting times for arriving passengers were exceeding the acceptable targets.
According to the information shared with Lusa, waiting times between arrival and departure can range from 60 to 120 minutes, well beyond the target of 55 minutes set by the government.
Machado admitted that this situation is not only inconvenient for travellers but also harmful to Portugal’s image abroad, especially in the UK. The issue has been widely reported in the British media, where long airport queues and delays are seen as a significant deterrent for potential tourists.
European Entry/Exit System and Its Impact on Wait Times
The situation at Portuguese airports worsened after the introduction of the European Entry/Exit System (EES) on October 12, 2025, which is now in operation across the Schengen Area. The new system electronically registers the entries and exits of travellers from non-Schengen countries, replacing traditional passport stamps.
The EES system requires the collection of biometric data, including facial images and fingerprints, at the first entry point. While the system aims to streamline border controls and improve security, its implementation has temporarily exacerbated waiting times, especially for international arrivals.
Pedro Machado stressed that the government is aware of the strain this has placed on Portugal’s airports and tourism industry. He stated, “This is indeed a constraint that is not currently contributing positively to Portugal’s image in the world.”
Government Response: Task Force and Solutions
In response to the mounting challenges, the Portuguese government has established a task force consisting of the Ministry of Internal Administration, AIMA (Agency for International Motor Transport), and the Ministry of Infrastructure. This task force is focused on tackling the issue of long airport queues and improving the overall arrival process for international visitors.
One of the key actions under consideration is the expansion of the number of eGates (electronic gates) available at the airport. These eGates allow for faster processing of passengers by automating the biometric scanning process, which helps to reduce waiting times. Additionally, the government has pledged to increase the number of personnel available to handle passport control during peak travel times.
Portugal’s Tourism Strategy for 2025 and Beyond
While the investment of €5 million in tourism-related campaigns and improvements is essential for maintaining Portugal’s strong appeal, the country is also keen to address the logistical challenges at its airports to ensure that the travel experience remains smooth and hassle-free for British visitors. The UK market’s importance cannot be overstated, with millions of British tourists expected to continue travelling to Portugal in the coming years.
Pedro Machado emphasized the need for Portugal to remain competitive and responsive to the evolving demands of the tourism industry. He added that they could not afford to let airport delays damage the excellent reputation they had worked so hard to build.
The Path Forward: Minimizing Airport Delays and Boosting Tourism
Portugal’s efforts to address the airport delays and enhance its tourism experience for British visitors are essential in maintaining its status as one of Europe’s top destinations. The government’s focus on improving airport operations, alongside its increased investment in promoting regional tourism, is a step in the right direction.
For British tourists planning to visit Portugal in the near future, the message is clear: Portugal is committed to improving your travel experience. The country recognizes that every aspect of the journey matters, from the moment you land at the airport to the time spent exploring the beautiful cities and landscapes Portugal has to offer.
The €5 million investment and the government’s dedicated task force are just the beginning. With continued efforts to streamline airport processes and improve the overall travel experience, Portugal is determined to maintain its place as a leading tourist destination in Europe for British travellers.
In conclusion, while there are challenges to overcome, the Portuguese government’s proactive approach to airport delays and its commitment to improving the tourism experience are indicative of the country’s dedication to its most important international market. The hope is that these changes will soon result in quicker, smoother journeys for all, ensuring that Portugal’s image as a prime tourist destination remains untarnished.
