Portugal aims to welcome 500,000 Chinese tourists annually by 2026, with a target of one million overnight stays. Carlos Abade, head of the Portuguese Tourism Board, made the announcement during a visit to Beijing for the ITB China travel trade fair. In Q1 2024, Portugal welcomed 57,740 Chinese tourists, a 135% YoY increase but only 70% of 2019 levels. Abade hopes to match 2019’s figures of 385,000 guests and $246.4 million (€224 million) in revenue by year-end. China’s reopening post-Covid-19 and fewer flights have limited tourist numbers, but Porto saw a 107% YoY increase in Chinese tourists. The Tourism Board is also active on Chinese social networks like WeChat to promote Portugal.