Increasing international tourism to extend visitor stays and reduce seasonality is a central objective, José Manuel Santos, president of Turismo do Alentejo e Ribatejo, emphasised.

The official, speaking in Évora after the presentation of a study characterising the profile, motivations, and behaviour of visitors to the Alentejo, emphasised that, despite the growth already seen in the foreign market, it is necessary to “grow more.”

“Last year, we had one product manager for international markets. Now we have three, as well as six communication consultancies—double the previous number—serving the Spanish, Brazilian, Dutch, German, English, and French markets,” he illustrated.

According to José Manuel Santos, this Regional Tourism Entity (ERT) prioritises communication consultancies for the Alentejo region in the German, English, and French markets, which rank as the third-, fourth-, and fifth-largest foreign markets.

He noted that the American market is the second-largest priority for Alentejo, but that it lacks a dedicated communication consultancy due to insufficient funding.

He noted reduced seasonality, largely thanks to the Canadian and North American markets, but emphasised the need for greater investment, particularly on the Alentejo coast. Facilities like golf courses would help: “The average length of stay is closely tied to the products available and international market growth, as well as seasonality,” he stressed.

When questioned by Lusa about the average two-night stay of tourists visiting the Alentejo region, as determined by this study produced by the University of Évora (UÉ), compared to a previous study from 2012 by another entity that indicated almost four nights, the official explained that the two studies were conducted using different methodologies.

“Therefore, the data are not comparable,” he stressed, noting that the average stay calculated by this study “matches the INE [National Institute of Statistics] data for 2025, in which the Alentejo finally managed to reach two nights,” he stated.

Regarding this new study, the president of ERT highlighted “what academics identify as a restorative experience,” that is, “the connection that tourists visiting the Alentejo want to have with nature and culture.”

“One of the key words mentioned [in the study] is, in fact, tranquillity,” he pointed out.

José Manuel Santos also observed the changing profile of the visitor, who “is increasingly a mid-to-high-end, even luxury tourist” who travels less as a family and more as a couple or with friends.

“And this is a tourist who values experiences more. Unlike a mid-to-low-middle-segment tourist, who spends everything on food and accommodation essentially, this tourist spends and is willing to spend more on experiences,” he said.

Given this data, the official considered that “there is an opportunity for economic agents in the sector to have more experiential offerings around entertainment.”

This study “is very important for our marketing work” and also for tourism agents, to “help them in their brand strategies and their operational promotion policy,” she emphasised.

Coordinated by Joana Lima, Maria do Rosário Borges, Jaime Serra, and Noémi Marujo, from the University of Évora, the study shows that, on average, visitors stay at least two nights at the destination and spend around €133 per person per day.

The visitor profile is balanced between men and women, and the majority are married or living in a common-law relationship, have a university degree, are employed, and have a monthly income between €2,001 and €4,000.