Portugal's wellness boom
Portugal’s wellness industry is now valued at roughly €21 billion, and the country has 70 new hotels underway — positioning it as a fast‑growing hub for holistic retreats and tech‑led wellness stays. The surge is being driven by personalization, long‑term lifestyle offerings, and a wave of hotel development this spring. (palco23.mundodeportivo.com) (theportugalnews.com)
GWI’s country data show wellness tourism, personal care & beauty and physical activity as Portugal’s three largest wellness subsectors — respectively $5.1 billion, $4.2 billion and $3.7 billion in 2024 — and put per‑capita wellness spending at $1,961, above the European average. (globalwellnessinstitute.org) (globalwellnessinstitute.org) The GWI report will be presented at a public launch event hosted by the Associação Portuguesa de Ética Empresarial (APEE) in Lisbon on March 20, convening business, public institutions, academia and sectors including health, tourism and real estate. (apee.pt) (apee.pt) JLL’s market data for Portugal point to 7,520 new hotel beds in projects scheduled through 2028, with roughly 60% of that pipeline targeted at upper‑end or luxury categories and about half of the new capacity concentrated in the Lisbon metropolitan area. (publiturishotelaria.pt) (publiturishotelaria.pt) Planned openings this year that illustrate the pipeline include The Cloud One Lisboa (Motel One Group’s lifestyle brand), Água Hotels Terra Fria in Bragança (four‑star, opening forecast 1 April 2026) and Nomad Bay Algarve’s extended‑stay product in Carvoeiro. (tnews.pt) (tnews.pt) GWI flags wellness real estate as the fastest‑growing subsector in Portugal at a 20.6% CAGR, followed by mental wellness (13.4%) and public health/prevention & personalized medicine (10.2%), while inbound wellness trips reached 2.49 million in 2024 with average spend of $1,349 per trip. (globalwellnessinstitute.org) (globalwellnessinstitute.org) Industry trackers record strong hotel KPIs that help explain investor appetite: RevPAR reached €64.8 in 2023 (a 31% rise vs 2019) and YTD July 2024 RevPAR was reported at €73.5, metrics cited in market snapshots used by international operators and funds. (assets-eu-01.kc-usercontent.com) (assets-eu-01.kc-usercontent.com)
