Realities, threats and opportunities facing the Portuguese tourism industry

The growth in the global tourism market place presents many countries with great opportunities to capitalize on their natural competitive advantages. However, achieving the economic potential of global tourism remains elusive for many countries, despite their natural advantages. In this context, Portugal is a case in point. The Portuguese tourism industry is facing some serious challenges that are limiting its potential. This study offers Portuguese tourism industry leaders practical insights into the characteristics of the Portuguese tourism industry in the context of the challenges and opportunities of the global tourism market place. Understanding the dynamics and characteristics of this critical industry in a global context is a crucial first step toward formulating a tourism strategy that capitalizes on the growth of the global tourism market and the natural advantage that Portugal enjoys in this important market.