Lisbon has regained its shine on the map of European tourism, winning two awards at the 2026 edition of the World Travel Awards Europe, presented on Saturday. The competition is also known as the „Oscars of tourism.”
The capital of Portugal was named the best urban destination in Europe, as well as the best cruise destination in Europe, as reported by Euronews.
In a statement, the Lisbon Tourism Association stated that these awards "recognize Lisbon's international appeal and the diversity of its tourist offerings."
António Valle, the General Director of the Lisbon Tourism Association, stated that the awards demonstrate that "Lisbon is a unique and authentic destination."
"Lisbon stands out from the main European destinations by leveraging its own identity," he said, emphasizing that the awards also represent "a recognition of the collective effort to improve and develop the tourist offer."
In António Valle's opinion, these awards "contribute to stimulating the local economy and reaffirming the authenticity and identity that set apart" the capital of Portugal.
"Lisbon is increasingly becoming a benchmark in international tourism, creating value for both those who visit us and for those who live and work here," he added.
The Lisbon Tourism Association further emphasizes that improving the tourist offer, leveraging heritage and culture, as well as diversifying the experiences available throughout the Lisbon metropolitan area, remain essential elements for the destination's international competitiveness.
"This strategy aims to attract visitors who stay longer, discover different areas of the region, and contribute to generating greater economic and social value," the press release states.
The World Travel Awards are among the most prestigious international distinctions in the tourism industry, annually rewarding destinations, hotels, airlines, and other players in this sector.
This year's ceremony took place at the Hyatt Regency Kotor Bay Resort, a luxurious five-star hotel located in the Bay of Kotor, in southwestern Montenegro, on the shores of the Adriatic Sea. The Bay of Kotor is part of the UNESCO World Heritage.
It was the first time that Montenegro hosted the ceremony in the 33 years of the World Travel Awards' existence.
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