Lisbon, March 12, 2025 (Lusa) - The president of the Lisbon Tourism Association (ATL), José Luís Arnaut, warned on Wednesday of the importance of strengthening the focus on the US market and argued that the capital "cannot be a 'low-cost' city" in terms of what it offers and how it markets itself.

In comments during the CNN Summit, which is taking place today at the BTL - Better Tourism Lisbon Travel trade fair, Arnaut argued that in order to continue fostering growth in the tourism sector, it is important "not to repeat the strategic mistake that was made in the past: Lisbon cannot be a low cost city."

While acknowledging that this is an important segment of tourists, he expressed the view that it is necessary to continue to focus on tourists with greater purchasing power in order to follow the path of increasing revenue that has already been laid out with the help of US visitors.

"Today fifteen flights a day from the United States arrive in Lisbon," explained Arnaut, who chairs the board of directors of ANA, the French-owned company that manages Portugal's airports. "It's a new reality." 

These figures were achieved largely due to the commitment of state-owned flag carrier TAP to the US market, which will soon be redoubled with new Lisbon-Los Angeles and Porto-Boston connections, as confirmed by Luís Rodrigues, the airline's CEO, during the same panel session. 

According to Arnaut, who was speaking at the event as president of the ATL, the average tourist now spends €309 while in Portugal, and in Lisbon the figure rises to €316.

This situation, "is very much due to the US tourist," he stressed, adding "Let's see if it continues."

SCR/ARO // ARO.

Lusa