TAP Air Portugal is one of a growing list of airlines encouraging transit passengers to explore the country during a long-haul layover. New figures show tens of thousands of travelers took the company up on its offer last year.
The boutique brand AlmaLusa is betting that more tourists want to stay in places that deeply reflect Portuguese culture. It's testing whether luxury travelers care about authenticity rather than just location and amenities when picking hotels.
Lisbon's post-crisis evolution and corresponding tourism boom show the dramatic impact and lasting ramifications of overtourism. Efforts have centered on sustainable tourism and limiting tourism's potential negative impacts, but, in our view, the focus has been all wrong. Sustainable tourism should be about sustainable cultures, and we all have a role to play.