Portugal

Tourists and business leaders are the “main ambassadors” of Portugal

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Based on a feed excerpt; full article content has not been acquired. Source evidence retrieved 27/10/2026, 18:26:24 UTC.

Briefings

A 2026 OnStrategy study ranks Portugal 21st among 30 countries with a moderate global score of 61.7 points. Key findings include the identification of tourists and business leaders as primary ambassadors, while citizens and emigrants are the main detractors. The brand's financial value is 257.1 billion euros, representing 83.3% of Portugal's 2025 GDP, yet growth has slowed to 0.8% compared to a 6% nominal GDP increase. Lisbon, Porto, and Faro are identified as regional ambassadors for both internal and external audiences.

Key points

• Portugal ranks 21st among 30 countries with a moderate global score of 61.7 points according to OnStrategy's 2026 assessment.
• The study identifies tourists and business leaders as primary ambassadors, while citizens and emigrants are the main detractors.

Context

This 2026 OnStrategy study ranks Portugal 21st among 30 countries with a moderate global score of 61.7 points. The research involved 30 countries and over 140,000 respondents, with Lisbon, Porto, and Faro identified as regional ambassadors for both internal and external audiences.

Limitations

The study covers only 30 countries and over 140,000 respondents, limiting generalizability. Data reflects a snapshot from the first half of 2026, and some indicators like 'Ambiente Político' and 'Proteção e Cuidados de Saúde' show poor performance internally. Financial growth data is specific to 2025 and 2026 nominal GDP comparisons.

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