Lisbon has once again cemented its place as one of Europe's most sought-after destinations, taking home two top honours at the World Travel Awards Europe 2026. The Portuguese capital was named Best City Destination in Europe and Best Cruise Destination in Europe at a ceremony held on Saturday in the Bay of Kotor, Montenegro.
The awards, now in their 33rd year, are among the most recognised in the global tourism industry, honouring destinations, hotels, airlines, and other travel players. This year's event took place at the Hyatt Regency Kotor Bay Resort, a five-star property set against the backdrop of a UNESCO World Heritage site on the Adriatic coast. It was the first time Montenegro had hosted the ceremony.
A recognition of Lisbon's evolving tourism strategy
The Lisbon Tourism Association, which promotes the city and the wider metropolitan area, said the awards "recognise Lisbon's international appeal and the diversity of its tourism offer." In a statement, the association highlighted that the city's strategy focuses on improving the visitor experience, enhancing heritage and culture, and diversifying what the region has to offer.
António Valle, the association's director-general, said the awards show that Lisbon is "a unique and authentic destination." He added: "Lisbon sets itself apart from the main European destinations by valuing its own identity while responding to different travel motivations."
Valle also stressed the economic significance of the recognition. "These prizes help boost the local economy and reaffirm the authenticity and identity that sets our capital apart," he said. "Lisbon is increasingly setting the trend in the international tourism sector, creating value both for those who visit us and for those who live and work here."
The association noted that the goal is to attract visitors who stay longer, explore different parts of the region, and generate greater economic and social value. This approach appears to be paying off, as Lisbon has been gaining momentum in various international rankings. Earlier this year, Porto and Lisbon led a Condé Nast ranking of Europe's most welcoming cities, and the capital has also been highlighted in forecasts for top city breaks in 2027.
The cruise recognition is particularly notable, as Lisbon has invested heavily in its port infrastructure and is a popular stop for Mediterranean and Atlantic itineraries. The city's location at the mouth of the Tagus River makes it a natural gateway for cruise passengers exploring the Iberian coast and beyond. This award comes as the cruise industry continues to rebound, with operators like Norwegian Cruise Line winning top honours at the 2026 World Cruise Awards.
Lisbon's tourism officials are also looking ahead, with plans to improve connectivity. The Lisbon–Porto high-speed rail link is expected to make travel between Portugal's two largest cities faster and more sustainable, potentially boosting tourism further.
While the awards are a cause for celebration, they also come with challenges. The city has been grappling with the pressures of overtourism, and local authorities have taken steps to manage the influx. For instance, the mayor recently moved to suspend the shared e-scooter scheme amid safety and clutter concerns, and taxi fares from the airport have been fixed to curb overcharging.
Despite these issues, the World Travel Awards recognition underscores Lisbon's ability to balance growth with authenticity. As Valle put it, the city is "creating value both for those who visit us and for those who live and work here."
