Located on the Iberian Peninsula, Portugal and Spain share a rich cultural and historical heritage that goes back centuries.

Over the years, these destinations have attracted countless travelers thanks to their cultural, heritage and landscape diversity, making them some of the most popular and visited countries in the world.

In this article you'll learn about the reasons that motivate travelers to choose these countries for their vacations; the evolution of tourism in these countries over the years and consequently the changing profile of tourists, as well as the role of DMC companies in the development of tourism in these countries.

Reasons that motivate tourists to visit Portugal and Spain

Visited by countless tourists from all over the world throughout the year, Portugal and Spain are unmissable places for all lovers of natural beauty, culture, history and unforgettable oenological and gastronomic experiences.

Natural Landscape

The Iberian Peninsula is a true natural oasis for all nature lovers.

From the north to the south of Portugal and Spain, you can find a variety of breathtaking natural landscapes. From forests with native animal and plant species, spectacular volcanic landscapes, natural parks, rivers, lakes and unmissable beaches.

In Portugal, you'll find places like the Peneda do Gerês National Park, the vineyards and the splendid Douro River, and the Serra da Estrela, among other stunning places. In Spain, it's impossible not to be enchanted by places like La Palma Biosphere Reserve, Teide National Park, the wonderful beaches of the Balearic Islands and other fascinating places.

Material and Intangible Heritage Wealth

Portugal and Spain have a rich heritage and culture, the result of centuries of history.

Portugal's tangible heritage includes the Jerónimos Monastery, the Belém Tower, the historic centers of Porto, Guimarães and Évora, among others. Portugal's intangible heritage is also noteworthy: fado, the Mediterranean diet, cante alentejano, among others.

In Spain, in the context of material cultural heritage, we have: the historic centers of Córdoba, Toledo; the ancient cities of Santiago Compostela, Ávila, Salamanca; the works of Antoni Gaudí, among others. At an intangible level, flamenco, human towers, fallas, sibylline songs, among others, stand out.

Tempting Food and Wine

Iberian food and wine is one of the main drivers of tourism. As part of an unparalleled Mediterranean diet, Portugal and Spain offer authentic gastronomic experiences.

The main specialties of Portuguese cuisine are grilled fish, seafood, meat dishes such as Portuguese stew, rojões and kid, seasoned with the famous Portuguese olive oil. There are also wines from the Alentejo, the Douro and the famous Port wine, as well as cheeses.

In Spain, tourists enjoy the famous tapas, full of tasty and fresh delicacies. Typical dishes such as Paella, Cocido Madrileño, Fabada Asturiana, Gazpacho and Salmorejo, Tortila and Pulpo a Feira, among others, are also popular. As well as world-class red and white wines, cava, the country's most famous sparkling drink, is also very popular.

People's Friendliness and Hospitality

In general, Portugal and Spain are characterized by very warm and friendly hospitality.

The Portuguese are known for being hospitable. From the north to the south of the country (and the islands), the Portuguese people welcome tourists in a friendly way, allowing travelers to have a positive experience there. This very welcoming atmosphere also creates an emotional connection between people and visitors.

In Spain, this reality is also visible. Even though there is great diversity between the regions or autonomous communities, the Spanish always welcome tourists enthusiastically. They offer a variety of services that contribute to socializing and cultural sharing between locals and tourists.

Evolution of Tourism and Tourist Profile in the Iberian Peninsula

Portugal

Over the course of the 20th century, Portugal enjoyed significant tourism growth.

At the beginning of the century, tourism in Portugal was restricted to the European elite. During this period, tourists opted for the wonderful beaches of Estoril and the thermal springs in the center of the country.

Tourism in Portugal began to gain greater notoriety in the 1960s, with the opening of several resorts along the Algarve coast, marking the beginning of mass tourism. At this time, there was a significant increase in the number of international tourists.

In 1970, mass tourism began to gain momentum in the country. Tour packages, promoted by the big tour operators, began to be introduced into the sector, making Portugal more accessible to a wider public.

In 1986, Portugal's entry into the European Union brought a huge influx of money that was used to develop tourist infrastructure. It was at this time that Porto and Lisbon began to rise as tourist destinations.

The start of a new millennium was marked by a diversification of tourism in Portugal, with some new developments such as rural tourism, cultural tourism and wine tourism. This changed the profile of tourists, who became even more diverse. Visitors began to show a greater interest in cultural, urban and gastronomic tourism.

The country gained more international notoriety when the European Football Championship was held in Lisbon in 2004.

Portugal's commitment to tourism has enabled the country to receive numerous awards, including "World's Best Tourist Destination" in 2017, 2018 and 2019, further increasing the country's visibility.

It was thanks to this tourism development, marked by a growth in the variety of tourism on offer and the personalization of trips, that Portugal surpassed the record number of foreign visitors and tourists, surpassing 27 million in 2019.

In 2020, due to the Covid-19 pandemic, Portugal suffered a drastic reduction in the number of tourists. Now, the country is focused on post-pandemic recovery, investing in sustainability policies, digitalization and the promotion of lesser-known destinations to combat overcrowding.

In addition, they are focused on improving the quality and personalization of tourist services to meet the new needs and expectations of the new, more demanding and aware tourist profile.

Spain

As far as Spain is concerned, the beginning of the 20th century was marked by a greater tendency towards beach tourism, in places like San Sebastian, which was mainly carried out by the Spanish elite.

In the 1960s, there was an increase in domestic tourism, as Spaniards began to explore the country's beaches.

It was at this time that Spain began to open up to international tourism, with the coastal areas of the Mediterranean and the Balearic Islands being the places of choice. There was a greater preference for sun and beach tourism.

During the 1970s and 1980s, there was a greater affirmation of mass tourism, driven by the development of tourist packages and infrastructures.

Around the 1990s, Spain hosted major events, including Expo 92 in Seville and the Olympic Games in Barcelona in 1992. This allowed the country's image to be promoted at international level and allowed for greater modernization of infrastructures.

Here, there has been a diversification of tourist preferences, with a change in the profile of tourists, increasing their interest in culture, history, heritage and gastronomy.

With the changing profile of tourists, the 2000s were marked by the personalization of services and trips. There was also an increase in ecotourism, rural and adventure tourism.

It was also in this decade that Spain established itself as one of the world's main tourist destinations, becoming the second most visited country in the world in 2007.

Spain also broke records in 2019, with more than 83 million tourists.

In 2020, as a result of the Covid 19 pandemic, Spain suffered a drop in the number of tourists. With the restrictions of the pandemic, there has been an increase in domestic tourism.

In the post-pandemic period, the country's focus on new sustainability policies, personalization and authentic experiences continues to shape the profile of the Spanish tourist.

DMCs and Tourism Development in Portugal and Spain

With the increase in demand for personalized services in Portugal and Spain, DMC companies have gained greater notoriety.

In order to meet the needs of these tourists, these companies saw a great need to modernize and differentiate their tourism offer.

Using their cultural knowledge and local expertise, the DMCs contributed greatly to the creation of exclusive and attractive experiences, promoting the best of the Iberian Peninsula.

Always keeping abreast of new market trends and demands, as well as segmenting services and focusing on quality, in order to contribute to traveler satisfaction and consequently their return.

By collaborating with local partners, such as hotels, restaurants and tour guides, these companies contribute greatly to the economic growth of these countries. In order to respond to the increase in the number of tourists, DMCs need to invest in new tourist infrastructures.

In addition, they promote sustainable tourism practices, allowing local sustainability initiatives to collaborate and promoting job creation in the destinations.

By participating in advertising and marketing campaigns, these companies are making a significant contribution to the international promotion of these countries.

Betting on these factors clearly contributes to the strong tourism development of Portugal and Spain, allowing for a series of benefits for both travelers and local communities.

In 2023, Spain came 2nd in the list of the 10 most visited countries in the world, with 72 million visitors a year.

In a context of virtual visits, according to research by the prestigious Condé Nast Traveler magazine, Portugal came in 4th place among the most searched tourist destinations in the world.

Living DMC

One of the companies that stands out most in this field is Living DMC.

Created in 2012, this department is part of the Living Tours company and has a team of specialized professionals in Portugal and Spain.

From the north to the south of Portugal and Spain, Living DMC offers a variety of services that take into account the best that the Iberian Peninsula has to offer, as well as the tastes and needs of its clients.

Working with hotels, tour operators and other service providers, Living DMC offers the best options for accommodation, activities, entertainment and transportation.

Collaboration with other tourism companies enriches the visitor's experience and, consequently, develops the local economy.

In addition, Living DMC is known for its commitment to innovation and cutting-edge technology. We use modern methodologies to guarantee a high quality service.

Living DMC's commitment to excellence and authenticity establishes the company as a benchmark in the market, making it the perfect choice for those looking for memorable and enriching tourist experiences in Portugal and Spain.

As we can see, the evolution of tourism in Portugal and Spain has been remarkable over the years, demonstrating the ability of these countries to adapt and innovate in the tourism industry.

As tourism continues to evolve, these countries will continue to need to adapt their tourism offer to the specificities of the new customer profile and there is nothing better than DMC companies to meet all their needs.

If you're interested in visiting the Iberian Peninsula, you can opt for Living DMC's services and discover a wide range of exclusive tourist experiences for all tastes, Art and Culture, Gastronomy and Wine, City Breaks, Groups, MICE, Wellness Tourism and Medical Tourism.

Choose what you like best, take advantage of the knowledge of local experts, and explore the best that Portugal and Spain have to offer!