The Alentejo region achieved positive tourism results in July, with a 7.7% increase in overnight stays, totaling 466.9 thousand. Total revenues rose 19.8% to 49.9 million euros and room revenues grew 19.7% to 39.7 million euros. The average daily rate increased 12.5% to 168.8 euros. In the cumulative first seven months, Alentejo was the second region with the highest percentage growth, with 7.5% compared to the same period last year.
However, the president of the Regional Tourism Entity of Alentejo and Ribatejo (ERTAR), José Santos, warned that 2024 is a challenging year and that positive numbers should not obscure underlying challenges. The North American market, which was the region's second largest foreign market for ten years with annual growth of 20%, is now in decline. In July, the German market overtook the North American market in Alentejo, and Santos is investigating the causes of this decline.
Among the possible explanations for the decline of the North American market, José Santos mentioned that some cycling operators may have shifted their operations to other regions of Portugal, and that the World Championship and the international geopolitical situation may have had an influence. The ERTAR is working to have representation in the North American market in the short term, something Santos considers essential for the future of the region.
Beja Airport is pointed out as a potential added value to reinforce the connection to the United States. José Santos revealed that there are Portuguese travel agencies marketing programs that include the Baixo Alentejo region, and that the quality of the region is recognized by tourists. The president of ERTAR believes that Évora as European Capital of Culture in 2027 can be an additional argument to attract more North American tourists.
