VISITOR ACTIVITIES AND INFORMATION

SURVEY

LISBON

2022
 Visitor Activities and Information Survey 2022

CONTENTS:

1. Introduction page 3

2. Summary of main results page 3

3. Sample characteristics page 5

4. Sources of information before the trip page 7

5. Sources of information during the trip page 10

6. Place and type of accommodation page 13

7. Travel booking page 13

8. Lisbon as destination page 14

9. Transportation in Lisbon page 16

10. Activities page 18

11. Visited attractions and places of interest page 22

12. Reality vs. Expectations page 26

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 Visitor Activities and Information Survey 2022

1. INTRODUCTION

This report presents the main conclusions of 4 cumulated sets of interviews that took place in the months of
May, July, September and November 2022, in a total of 3.035 interviews to foreign visitors to the Lisbon Region
(Metropolitan Area).

2. SUMMARY OF MAIN RESULTS

— Predominance of the female gender: 57,2%;

— 32,6% were under 35 years old;
— 57,9% were between 35 and 54 years old;
— 9,5% were more than 54 years old;
— 58,7% held at least a university degree as academic level;
— 73,5% were married or with a life partner;
— 21,0% were single;
— 98,9% had never visited Lisbon previously;
— 36,1% travelled as a couple;
— 33,2% travelled within a group of friends;
— 22,7% travelled as a family;
— 7,6% travelled as an organized group;
— Accommodation and airline were the most used sources of information before the trip;
— Family and friends were the sources of information before the trip with best evaluations;
— During their stay, mobile apps were the main sources of information;
— The best evaluation went to the place of accommodation;
— For 67,1% of interviewed visitors, Lisbon was their sole or main destination in this trip;
— The large majority of the interviewed visitors was accommodated in Lisbon City: 79,7%;
— 80,1% of interviewed visitors opted to stay at a hotel establishment during their stay, 18,7% chose local
accommodation;
— 83,5% booked their trip online;
— Walking and the underground were the main means of transportation in the destination;
— Going out to dinner, visiting monuments, attractions or museums,and walking around were activities
practiced by the vast majority of interviewed visitors;
— The main attractions were located in Lisbon City: Arco da Rua Augusta, Torre de Belém and Padrão dos
Descobrimentos were the most visited monuments. Outside Lisbon, Cabo da Roca was the most visited.

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 Visitor Activities and Information Survey 2022

Regarding museums, the Pavilhão do Conhecimento, the Centro Cultural de Belém and the Museu do Chiado
were the most visited;
— The most visited places of interest are situated in the Centre of Lisbon and Belém, as is the case of Baixa,
Cais do Sodré, Chiado, Avenida da Liberdade, Terreiro do Paço and Bairro Alto, which were visited by practically
all the interviewed visitors, regardless of the segment. A little below in the preferences were Parque das
Nações, Belém and Cascais. On the south bank, Setúbal was the most visited place;
— For 49,2% of interviewed visitors the initial expectations were exceeded during their visit.

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 Visitor Activities and Information Survey 2022

3. SAMPLE CHARACTERISTICS

GENDER

Gender

Male; 42,8%

Female;
57,2%

AGE

Age

65 or more 0,5%
55 to 64 9,0%
45 to 54 25,2%
35 to 44 32,7%
25 to 34 25,3%
15 to 24 7,3%

ACADEMIC LEVEL

Academic level
Post-graduation 6,1%

University degree 52,6%

University attendance 5,7%

Secondary 34,8%

Elementary 0,0%

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 Visitor Activities and Information Survey 2022

MARITAL STATUS

Marital status

Widow/er 1,0%

Divorced 4,2%

Single 21,0%

Married, Together 73,5%

PREVIOUS EXPERIENCE

Previous experience
Repeaters;
1,1%

First Comers;
98,9%

TRAVEL COMPANION

Travel companion

Solo traveller 0,3%

Group of friends 33,2%

Organised group 7,6%

Family 22,7%

Couple 36,1%

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 Visitor Activities and Information Survey 2022

4. SOURCES OF INFORMATION BEFORE THE TRIP

LEVEL OF USE

Sources of information before the trip

Accommodation websites 59,4% 28,5%

Airline websites 26,5% 52,8%

Family/Friends 16,6% 23,3%

Social networks 2,9% 43,7%

Travel agents' websites 13,7% 4,6%

Considerable
Newspapers/Magazines 4,4% 25,1% use
Tourism guides/brochures 9,3% 6,9% Minor use

Other official websites 5,1% 19,1%

Travel agents' offices 8,5% 4,6%

www.visitlisboa.com 1,2% 15,7%

EVALUATION OF THE SOURCES OF INFORMATION

Sources of information before the trip - TOTAL

Parameter Use (0 to 2) % Satisfaction (8 or more) Average satisfaction (1 to 10)
Family/Friends 1,01 99,4% 9,46
Previous visit 0,06 100,0% 9,24
Newspapers/Magazines 0,71 97,1% 8,73
Tourism guides/brochures 0,71 92,2% 8,65
Travel agents' offices 0,68 72,1% 7,93
www.visitlisboa.com 0,52 72,5% 7,89
Social networks 0,90 70,3% 7,86
Travel agents' websites 0,82 65,1% 7,51
Accommodation websites 1,65 56,6% 7,43
Airline websites 1,27 44,1% 7,17
Other official websites 0,68 8,5% 5,93

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 Visitor Activities and Information Survey 2022

Use and evaluation of the sources of information before the trip

10,0
Family/Friends
9,5
Tourism
Average evaluation (1 to 10)

9,0 guides/brochures Newspapers/Magazines

8,5
www.visitlisboa.com Travel agents' offices
8,0
Social networks Accommodation
7,5 Travel agents' websites Airline websites websites

7,0

6,5
Other official websites
6,0

5,5

5,0
0,4 0,6 0,8 1,0 1,2 1,4 1,6 1,8
Use (0 to 2)

ACCOMMODATION WEBSITES
Accommodation websites
% use Average satisfaction
TOP 5
Italy 98,7% Accomm. Sintra 7,97
Scandinavia 98,4% Scandinavia 7,87
Local accommodation 98,4% Accomm. Setúbal Pen. 7,84
Benelux 96,7% Couples 7,79
Couples 96,4% Benelux 7,72
Total Lisbon 87,9% Total Lisbon 7,43
BOTTOM 5
45 to 54 80,4% Under 35 7,09
Other 78,1% Spain 7,06
USA/Canada 70,9% Groups of friends 7,02
Brazil 65,6% Organised groups 6,89
Organised groups 46,6% Local accommodation 6,52

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 Visitor Activities and Information Survey 2022

AIRLINE WEBSITES
Airline websites
% use Average satisfaction
TOP 5
Scandinavia 99,2% Benelux 7,98
Italy 97,5% Spain 7,70
Local accommodation 96,3% France 7,56
Under 35 95,4% Germany 7,49
Benelux 95,0% Under 35 7,44
Total Lisbon 79,3% Total Lisbon 7,17
BOTTOM 5
55 or more 63,3% Escandinávia 6,97
Other 61,9% 35 to 44 6,97
Brazil 55,7% Other 6,70
USA/Canada 44,8% Brazil 5,26
Organised groups 11,6% Organised groups 5,15

FAMILY/FRIENDS
Family/Friends
% use Average satisfaction
TOP 5
Spain 62,9% Brazil 9,75
Brazil 59,9% 55 or more 9,69
Groups of friends 59,0% Organised groups 9,64
Local accommodation 58,0% Families 9,57
Under 35 52,8% 45 to 54 9,56
Total Lisbon 39,9% Total Lisbon 9,46
BOTTOM 5
35 to 44 29,5% Groups of friends 9,37
Organised groups 28,0% Under 35 9,35
USA/Canada 25,0% Escandinávia 9,34
Other 21,9% Local accommodation 9,34
Couples 19,8% USA/Canada 9,12

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 Visitor Activities and Information Survey 2022

SOCIAL NETWORKS
Social networks
% use Average satisfaction
TOP 5
Scandinavia 61,6% UK/Ireland 8,04
Local accommodation 60,1% Spain 8,01
Under 35 58,8% Couples 8,00
EUA/ Canadá 55,8% Local accommodation 7,99
Italy 55,4% Italy 7,93
Total Lisbon 46,6% Total Lisbon 7,86
BOTTOM 5
France 37,5% 55 or more 7,69
45 to 54 36,9% Brazil 7,69
Organised groups 32,8% Families 7,66
Accomm. Setúbal Pen. 31,7% Accomm. Sintra 7,66
55 or more 15,6% 45 to 54 7,64

5. SOURCES OF INFORMATION DURING THE TRIP

LEVEL OF USE

Sources of information during the trip

Internet and Mobile apps 71,1% 20,3%

Tourism brochures 13,8% 45,8%

Place of accommodation 0,5% 27,1%

Local people 2,1% 12,9% Considerable

use
Tourism information offices 0,0% 5,7% Minor use

Family/Friends 1,6% 0,1%

Tourism guides/books 0,1% 1,6%

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 Visitor Activities and Information Survey 2022

EVALUATION OF THE SOURCES OF INFORMATION

Sources of information during the trip - TOTAL

Parameter Use (0 to 2) % Satisfaction (8 or more) Average satisfaction (1 to 10)
Family/Friends 0,35 100,0% 9,81
Place of accommodation 0,86 95,9% 9,43
Local people 0,76 79,6% 8,54
Internet and Mobile apps 1,75 78,7% 8,11
Tourism information offices 0,45 68,2% 8,04
Tourism guides/books 0,20 57,7% 7,71
Tourism brochures 1,18 26,9% 6,90

INTERNET AND MOBILE APPS

Internet and Mobile apps
% use Average satisfaction (min 10% use)
TOP 5
Under 35 97,9% Local accommodation 8,82
Groups of friends 97,6% Spain 8,72
Local accommodation 96,3% Under 35 8,68
35 to 44 96,0% Benelux 8,49
USA/Canada 95,9% Groups of friends 8,49
Total Lisbon 91,4% Total Lisbon 8,11
BOTTOM 5
UK/Ireland 85,1% Accomm. Sintra 7,79
Accomm. Setúbal Pen. 81,7% Brazil 7,78
Families 81,3% 45 to 54 7,65
Accomm. Sintra 76,0% Organised groups 7,63
55 or more 57,8% 55 or more 7,15

TOURISM BROCHURES
Tourism brochures
% use Average satisfaction (min 10% use)
TOP 5
55 or more 87,5% 55 or more 7,56
Brazil 85,8% France 7,25
45 to 54 85,3% UK/Ireland 7,13
Organised groups 83,6% Accomm. Sintra 7,13
Accomm. Sintra 78,9% 45 to 54 7,09
Total Lisbon 59,6% Total Lisbon 6,90

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 Visitor Activities and Information Survey 2022

BOTTOM 5
Groups of friends 37,3% Scandinavia 6,60
Benelux 32,8% Groups of friends 6,59
Spain 25,3% USA/Canada 6,57
Local accommodation 21,9% Local accommodation 6,50
Under 35 18,8% Under 35 6,32

PLACE OF ACCOMMODATION
Place of accommodation
% use Average satisfaction (min 10% use)
TOP 5
Accomm. Sintra 48,6% Accomm. Sintra 9,59
45 to 54 41,6% Brazil 9,56
Families 41,4% Benelux 9,53
55 or more 40,5% Scandinavia 9,52
Accomm. Setúbal Pen. 40,4% Accomm. Setúbal Pen. 9,52
Total Lisbon 27,6% Total Lisbon 9,43
BOTTOM 5
Groups of friends 17,7% Accomm. Cascais 9,39
Organised groups 10,8% Couples 9,38
Under 35 8,1% UK/Ireland 9,35
Spain 7,2% Organised groups 9,32
Local accommodation 2,8% USA/Canada 9,24

LOCAL PEOPLE
Local people
% use Average satisfaction (min 10% use)
TOP 5
Accomm. Sintra 22,9% USA/Canada 9,29
USA/Canada 22,1% Accomm. Setúbal Pen. 9,00
Brazil 21,2% Under 35 8,96
Scandinavia 20,0% Groups of friends 8,85
Local accommodation 19,0% Spain 8,77
Total Lisbon 15,0% Total Lisbon 8,54
BOTTOM 5
Spain 12,3% Accomm. Cascais 8,29
55 or more 11,4% 45 to 54 8,28
Other 11,1% Families 8,26
Accomm. Setúbal Pen. 10,6% 55 or more 7,73
Organised groups 6,0% Brazil 7,56

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6. PLACE AND TYPE OF ACCOMMODATION

PLACE OF ACCOMMODATION

Place of accommodation

Mafra/Ericeira 0,1%

Setúbal Peninsula 3,4%

Sintra 5,8%

Cascais 11,0%

Lisbon City 79,7%

TYPE OF ACCOMMODATION

Type of accommodation

Family/Friend's House 1,4%

Hostel 14,2%

Rental House/Apartment 4,5%

Hotel or similar 80,1%

7. TRAVEL BOOKING

Travel booking

Online booking 83,5%

Travel agent 12,7%

Third party 2,7%

Own transport 0,6%

Did not book 0,6%

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 Visitor Activities and Information Survey 2022

Travel booking: Travel agent

Brazil 34,0%
Other 31,7%
USA/Canada 27,3%
Spain 2,3%
Italy 0,6%
Benelux 0,6%
Germany 0,0%
Scandinavia 0,0%
France 0,0%
UK/Ireland 0,0%

Travel booking: Travel agent

Organised groups 94,0%

Families 11,5%

Groups of friends 6,9%

Couples 1,6%

8. LISBON AS DESTINATION

Lisbon as destination

Secondary destination 32,9%

Main destination 16,7%

Sole destination 50,4%

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Lisbon as sole or main destination

UK/Ireland 96,2%
France 95,8%
Germany 94,3%
Spain 92,8%
Benelux 92,8%
Scandinavia 86,4%
Italy 70,1%
Other 35,3%
Brazil 23,6%
USA/Canada 3,5%

Lisbon as sole or main destination

Local accommodation 93,8%

Hotel accommodation 60,6%

Lisbon as sole or main destination, by place of

accommodation
99,0% 98,9% 97,9%

59,2%

Setúbal Pennsula Sintra Cascais Lisbon

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9. TRANSPORTATION IN LISBON

Transportation in Lisbon

Underground 98,5%
On foot 98,2%
Train 75,1%
Taxi 51,0%
Tourist bus 48,7%
Public bus 47,8%
Tram 7,8%
Car 3,5%
Bicycle 0,7%
Other 0,3%

Transportation in Lisbon: Train

93,7%
88,6% 86,5%

71,2%

Cascais Sintra Setúbal Pennsula Lisbon

Transportation in Lisbon: Taxi

Families 70,9%

Organised groups 64,2%

Couples 53,6%

Groups of friends 32,0%

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Transportation in Lisbon: Taxi

72,6% 70,1%

58,7%

46,5%

Sintra Cascais Setúbal Pennsula Lisboa

Transportation in Lisbon: Tourist bus

Organised groups 94,8%

Families 67,2%

Couples 44,3%

Groups of friends 30,8%

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 Visitor Activities and Information Survey 2022

10. ACTIVITIES

Activities
Going out to dinner 98,6%
Monuments, museums, attractions 98,2%
Walking around 97,1%
Gastronomy and Wine 71,9%
Tour outside the city 69,2%
Shopping 60,7%
Organised visit 57,5%
Nightlife 40,6%
Beach 35,1%
Exhibitions 28,5%
Casino 10,4%
SPA/Welness 3,5%
Shows 2,3%
Nature 1,0%
Boat trip 0,4%
Surf 0,1%

Activities: Gastronomy and Wine

Brazil 92,9%
USA/Canada 84,3%
Italy 82,8%
Scandinavia 80,0%
Germany 78,5%
France 72,8%
UK/Ireland 71,4%
Benelux 68,9%
Other 67,3%
Spain 53,2%

Activities: Gastronomy and Wine

55 or more 88,6%

45 to 54 80,4%

35 to 44 80,4%

under 35 51,9%

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 Visitor Activities and Information Survey 2022

Activities: Gastronomy and Wine

Couples 83,1%

Families 80,8%

Organised groups 72,8%

Groups of friends 53,7%

Activities: Gastronomy and Wine

Local accommodation 43,4%

Hotel accommodation 78,5%

Activities: Tour outside the city

Scandinavia 81,6%
USA/Canada 81,4%
Brazil 79,2%
Germany 76,7%
Other 75,4%
Italy 72,0%
Benelux 70,6%
France 68,2%
UK/Ireland 64,2%
Spain 39,9%

Activities: Tour outside the city

55 or more 85,8%

45 to 54 80,8%

35 to 44 76,7%

under 35 47,8%

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 Visitor Activities and Information Survey 2022

Activities: Tour outside the city

Organised groups 89,2%

Families 83,3%

Couples 72,4%

Groups of friends 52,1%

Activities: Tour outside the city

Local accommodation 37,0%

Hotel accommodation 77,7%

Activities: Shopping
Brazil 92,0%
USA/Canada 82,6%
Scandinavia 77,6%
Italy 65,6%
Other 64,8%
Germany 64,7%
Benelux 62,2%
France 54,4%
UK/Ireland 46,4%
Spain 33,5%

Activities: Shopping
55 or more 56,7%

45 to 54 70,5%

35 to 44 73,5%

under 35 41,3%

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Activities: Organised visit

Organised groups 91,8%

Families 78,6%

Couples 56,5%

Groups of friends 36,9%

Activities: Nightlife
55 or more 7,3%

45 to 54 10,7%

35 to 44 32,6%

under 35 81,4%

Activities: Nightlife

Groups of friends 76,4%

Couples 29,0%

Families 15,3%

Organised groups 12,9%

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11. VISITED ATTRACTIONS AND PLACE OF INTEREST

VISITED ATTRACTIONS

Attractions

Arco Rua Augusta 81,1%

Torre de Belém 71,7%
Padrão Descobrimentos 67,7%
Pavilhão Conhecimento 65,0%
CC Belém 64,7%
Museu Gulbenkian 63,7%
Museu Chiado 62,0%
Sé de Lisboa 57,4%
Jerónimos 56,2%
MAAT 47,9%
Oceanário 42,0%
Castelo S. Jorge 40,7%
Cabo da Roca 34,4%
Lisbon Story Centre 26,1%
Museu Oriente 19,3%
Cristo-Rei 17,0%
Museu Azulejo 16,5%
Museu Arte Antiga 16,3%
Palácio Queluz 15,9%
Palácio Pena (Sintra) 15,1%
Casa das Histórias (Cascais) 14,9%
Palácio da Ajuda 14,4%
Palácio da Vila (Sintra) 12,7%
Museu Coches 12,1%
Museu Tesouro Real 10,0%
Cabo Espichel 9,7%
Quinta Regaleira (Sintra) 9,3%
Castelo Palmela 7,6%
Convento Mafra 4,8%
Mercado Livramento (Setúbal) 4,8%
Zoo 2,8%

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VISITED PLACES OF INTEREST

Places of interest

Baixa 98,4%

Cais do Sodré 98,2%

Chiado 97,8%

Av. Liberdade 97,6%

Terreiro do Paço 96,4%

Bairro Alto 95,6%

Parque das Nações 85,2%

Belém 77,4%

Cascais 74,2%

Martim Moniz/Intendente 64,9%

Docas de Alcântara 54,7%

Alfama 47,8%

Sintra 42,6%

Setúbal 29,3%

Madragoa/Santos 28,8%

Sesimbra 22,0%

Tejo's south bank 18,4%

Arrábida 11,8%

Ericeira 10,0%

Costa da Caparica 3,8%

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12. REALITY VS. EXPECTATIONS

Reality vs. Expectations

Wonderful surprise 14,3%

Exceeded expectations 34,9%

Met expectations 45,3%

Below expectations 5,3%

Big disappointment 0,2%

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