Portugal has been named Europe’s Leading Destination at the World Travel Awards 2026, with Visit Portugal also recognised as Europe’s Leading Tourist Board. The European ceremony took place on 17 October at the Hyatt Regency Kotor Bay Resort in Montenegro, marking the first time the country had hosted an event in the awards’ 33-year history.
The results brought recognition for destinations, airlines, hotels and tourism businesses across the continent, with Portugal securing awards spanning beach holidays, city tourism, adventure travel and visitor attractions.
Europe’s Leading Tourist Board 2026: Turismo de Portugal © World Travel Awards
Portugal wins across beach, city and adventure tourism
The Algarve won Europe’s Leading Beach Destination, while Lisbon took Europe’s Leading City Destination. The Azores received Europe’s Leading Regional Adventure Tourism Destination, and Dark Sky Alqueva was named Europe’s Leading Tourist Attraction.
The Algarve’s recognition follows other international accolades for its coastline, with Praia da Falésia featuring among Europe’s top beaches in TripAdvisor’s 2025 rankings.
Meanwhile, Alqueva’s award highlights a different side of Portugal’s tourism offering, with stargazing and nighttime experiences ranging from astrophotography workshops to canoeing after dark.
In its response to the results, Visit Portugal said the national destination award reflected a strategy focused on the quality, diversity and innovation of Portugal’s tourism offering. It described its own award as recognition of its work promoting the country internationally.
Established in 1993, the World Travel Awards recognise businesses and destinations across the global travel industry, with voting involving tourism professionals and travellers worldwide.
Montenegro takes the spotlight as first-time host
Host country Montenegro secured two prominent destination titles. Kotor won Europe’s Leading Emerging Tourism Destination, while Montenegro was named Europe’s Leading Nature Destination.
The ceremony highlighted a country whose attractions extend from Kotor’s historic old town and Adriatic coastline to the mountains and Tara River Canyon in Durmitor National Park.
Montenegrin hospitality businesses were recognised in national categories, too. Hyatt Regency Kotor Bay Resort won Montenegro’s Leading Resort, while Merit Starlit Hotel & Residence & Casino received Montenegro’s Leading Hotel. Villa Geba Boutique Hotel took the boutique hotel title.
Graham Cooke, founder of the World Travel Awards, congratulated the winners and thanked the resort and local partners for hosting the gathering. Hans Prins, the resort’s general manager, described the recognition for Kotor and Montenegro as a source of pride for both the destination and his team.
Airlines, city breaks and business events recognised
Elsewhere, Turkish Airlines was named Europe’s Leading Airline, and Athens won Europe’s Leading City Break Destination. Disneyland Paris received Europe’s Leading Theme Park Resort, while Dubrovnik took Europe’s Leading Seaside Metropolitan Destination.
Business tourism featured among the awards, with Madrid winning Europe’s Leading Meetings & Conference Destination and The Convention Centre Dublin receiving the corresponding venue award. Cannes was recognised as Europe’s Leading Festival & Event Destination.
The Montenegro gathering was the final regional ceremony of the World Travel Awards Grand Tour 2026, following events in Zanzibar, Dubai, the Maldives and Jamaica. The series will conclude with the Grand Final in Tanzania.
The full list of European winners is available on the World Travel Awards website.
