A recent collaborative study, conducted with the support of the Associação Portuguesa de Ética Empresarial (APEE), reveals that Portugal’s inbound wellness tourism sector has not only recovered but is now exceeding its pre-pandemic performance. Furthermore, the nation’s overall wellness expenditure is significantly outstripping the European average, positioning Portugal as a formidable force in the global healthcare and wellness landscape.

From its base in MIAMI, the Global Wellness Institute (GWI), a leading non-profit organization dedicated to advancing research and education within the global wellness industry, has unveiled unprecedented data concerning Portugal’s burgeoning wellness economy. This inaugural report underscores the country’s escalating prominence as a premier global wellness destination, attracting international patients and driving substantial patient travel.

Portugal’s Wellness Economy: A Robust Growth Trajectory

These pivotal findings, made possible through a strategic alliance with the Associação Portuguesa de Ética Empresarial (APEE), indicate that Portugal’s comprehensive wellness economy reached an impressive $21.0 billion in 2024. This figure represents 6.8% of the country’s Gross Domestic Product (GDP), a share notably higher than the global average of 6.1%. This robust economic contribution highlights the strategic importance of health tourism and wellness as key pillars for Portugal’s national development and its growing appeal as a holistic healthcare destination.

Unprecedented Growth in Wellness Tourism

Portugal’s wellness tourism segment is experiencing particularly dynamic expansion. In 2024, the nation welcomed 2.49 million inbound wellness trips, a significant increase that comfortably surpassed the 2019 pre-pandemic volume of 2.05 million trips. This surge in international patients seeking wellness experiences underscores Portugal’s growing reputation for quality of care and diverse offerings. Visitors dedicated an average of $1,349 per trip, further emphasizing the considerable economic influence of this specialized form of patient travel and cross-border healthcare.

According to Susie Ellis, chair and CEO of the Global Wellness Institute, “Portugal’s wellness economy is showing remarkable momentum, particularly in wellness tourism, where the country’s natural assets, rich cultural traditions, and growing commitment to wellbeing are resonating strongly with international travelers.” She further elaborated on the strategic implications, stating, “These new findings highlight Portugal as an increasingly important player in the global wellness market, and they point to significant opportunities for the country to further develop wellness experiences that integrate nature, culture, and holistic health.”

Beyond Tourism: Broad Wellness Spending Outpaces Europe

Beyond the impressive figures in wellness tourism, Portugal’s per capita wellness spending also surpasses the regional benchmark. The average per capita expenditure on wellness reached $1,961, exceeding the European average of $1,876. This indicates a deeply ingrained culture of well-being within Portugal, extending beyond transient visitors to its resident population, and reinforcing its status as a comprehensive healthcare destination for both locals and international patients.

Key Pillars of Portugal’s Wellness Sector

The country’s most significant wellness sectors, contributing substantially to its overall economic health, include:

  • Wellness Tourism: Accounting for $5.1 billion, this sector is a clear leader, drawing international patients and health tourism enthusiasts.
  • Personal Care & Beauty: With $4.2 billion, this segment reflects a strong domestic and international demand for services and products enhancing personal well-being.
  • Physical Activity: Generating $3.7 billion, this highlights the active lifestyle embraced by many in Portugal, further bolstering its appeal as a health-conscious location.

These sectors collectively underscore the expanding influence of wellness within Portugal’s economy and its magnetic appeal to both its citizens and international visitors who are actively pursuing health-focused lifestyles and enriching travel experiences. The synergy between these areas creates a robust ecosystem for international patient care.

Ethical Business and Sustainable Development: A Strategic Imperative

Mário Parra da Silva, president of APEE, highlighted the organization’s foundational mission, stating, “As the APEE, our mission is to promote sustainable development guided by ethical principles and values, and we see the wellness economy as a natural convergence point between wellbeing, sustainability, and responsible business practice.” He emphasized the transformative power of data, noting, “Sponsoring Portugal’s Geography of Wellness data enables us to move the national conversation from intuition to measurement: it supports better benchmarking, clearer prioritization across wellness sectors, and more transparent, accountable strategies aligned with ESG and the Sustainable Development Goals.” From an editorial perspective, this commitment to data-driven, ethically sound strategies is crucial for sustained growth in medical tourism and for ensuring the quality of care remains paramount for international patients. Parra da Silva concluded, “For Portugal, wider access to this data can strengthen the entire ecosystem—from policy design to enterprise innovation—by helping stakeholders identify high-potential segments and communicate Portugal’s distinct wellness assets more effectively in international markets. We believe that better data is a catalyst for better collaboration and better outcomes, economically and socially.”

High-Growth Segments within Portugal’s Wellness Economy

The newly released