In its research with the sector, AHP concluded that “Portuguese hoteliers face the Christmas and New Year's period with moderate optimism”, and the association's executive vice-president, Cristina Siza Vieira, who presented the results, admitted that there is a “slowdown in the pace of growth until 2023, post-pandemic”, but that was “expected” because it is not possible to “continue growing at double digits”.

According to data presented by AHP, reservations, on average, at the time of the survey, between November 15th and December 13th, for Christmas were at 38% and 50% for New Year's Eve.

In terms of occupancy rate, the national estimate points to 52% for Natal and 68% for New Year's Eve, with regions such as Madeira and Greater Lisbon standing out above average, according to the association.

As regards the national average price per room (ARR) for Christmas it is 151 euros and for New Year's Eve it is 202 euros.

According to AHP, Alentejo leads in ARR for New Year's Eve, with 283 euros.

The association also asked the establishments interviewed about the three main markets for that period, and the most mentioned nationally were Portugal, the United Kingdom, Spain and Germany.

Cristina Siza Vieira also warned of a drop in the French market, which she says will have to be monitored “carefully”.

AHP interviewed 311 tourist enterprises, with a 95% confidence interval.

The association also presented the results of a survey at the Web Summit, highlighting that in 2024, 76% of guests in the week in question (November 11 to 14) were Web Summit participants, a drop of 12 percentage points compared to 2023, when the value was 88%.

The occupancy rate during the event increased to 88%, a growth of another 1 percentage point compared to 2023, with the ARR registering an increase of 4%, reaching 221 euros.