The new study, made possible through collaboration with the Associação Portuguesa de Ética Empresarial (APEE), found that the pre-disease levels and health costs of domestic health tourism exceed the European average.
MIAMI, March 19, 2026 /PRNewswire/ — The Global Health Institute (GWI), the leading non-profit organization for research and education in the global health industry, has published for the first time new data on Portugal’s health economy, highlighting the country’s growing role as a global wellness destination.
The findings, made possible through a partnership with the Associação Portuguesa de Ética Empresarial (APEE), show that Portugal’s health economy will reach $21.0 billion in 2024, accounting for 6.8% of the country’s GDP – a share higher than the global average of 6.1%.
The World Health Organization is publishing data for the first time on Portugal’s $21 billion health economy
Portugal’s health tourism sector is experiencing particularly strong growth. In 2024, the country welcomes 2.49 million inbound health visits, significantly exceeding the 2019 pre-pandemic level of 2.05 million trips. Visitors spent an average of $1,349 per trip, indicating the growing economic impact of wellness travel.
“Portugal’s wellness economy is showing significant momentum, particularly in health tourism, where the country’s natural assets, rich cultural traditions and growing commitment to wellness resonate strongly with international travelers,” said Susie Ellis, President and CEO of the Global Health Institute. “These new findings highlight Portugal as an increasingly important player in the global wellness market, and they point to significant opportunities for the country to develop wellness experiences that combine nature, culture, and holistic health.”
Beyond tourism, Portugal’s health spending also exceeds the regional average. Per capita welfare costs reached $1,961, higher than the European average of $1,876.
The country’s largest health sectors include:
- Health tourism: $5.1 billion
- Personal care and beauty: $4.2 billion
- Physical activity: $3.7 billion
Together, these sectors reflect the growing role of wellness in Portugal’s economy and appeal to both residents and international visitors seeking wellness-focused lifestyle and travel experiences.
“As APEE, our mission is to promote sustainable development guided by ethical principles and values, and we see the health economy as a natural convergence point between well-being, sustainability, and responsible business practices,” said APEE President Mario Parra da Silva. “Sponsoring Portugal Geography of Health Data enables us to shift the national conversation from perception to measurement: it supports better standards, clearer prioritization of health sectors, and more transparent, accountable strategies aligned with ESG and sustainable development goals. For Portugal, wider access to this information can strengthen the entire ecosystem – from policy design to enterprise innovation – helping stakeholders identify high-potential areas and effectively communicating Portugal’s unique health assets in international markets. We believe that good information is a catalyst for better collaboration and better outcomes, both economically and socially.”
The new dedicated Global Health Economy: Portugal report is available for download from the GWI site, and shows that the fastest growing health sectors in Portugal are wellness real estate (20.6% CAGR), mental wellness (13.4%), public health, preventive, and personalized medicine (10.2%), and wellness travel (7.4%).
The report will be officially presented at a public meeting hosted by APEE in Lisbon on March 20, bringing together leaders from business, public institutions, academia, and key sectors including health, tourism, real estate and sustainability (see this link for more information)
Living well in Portugal
Wellness in Portugal has deep historical roots dating back to Roman times, when thermal baths were developed around natural hot springs for medical and social purposes. Portugal is enriched with exceptional natural assets, including the long Atlantic coast, mineral-rich thermal waters, forests, mountains and protected natural parks, as well as the islands of the Azores and Madeira. Over the centuries, monastic traditions, maritime exploration, and rural lifestyles have fostered a strong connection between health, nature, and balance. Today, Portugal combines these ancient traditions with modern wellness concepts that combine spa culture, preventative health, mental wellness, and sustainable living.
Food, culture, and communication are essential to a comfortable Portuguese lifestyle. Portuguese cuisine promotes well-being through its Mediterranean roots, emphasizing fresh fish, olive oil, vegetables, legumes and seasonal ingredients. Cultural experiences such as traditional music, arts, slow living in rural areas, and strong community ties contribute to emotional and social well-being.
About the World Health Organization
The Global Health Institute (GWI), a nonprofit 501(c)(3), is considered the leading global research and educational resource for the global health industry and is known for introducing major industry initiatives and regional events that bring together leaders to chart the future. GWI makes a positive impact on global health and wellness by educating public agencies, businesses and individuals on how they can work to prevent disease, reduce stress and improve quality of life. Its mission is to promote well-being throughout the world.
regarding to Portuguese Society of Business Ethics
APEE (Associação Portuguesa de Ética Empresarial) is a non-profit organization founded in November 2002, dedicated to the development of ethical governance, corporate responsibility, sustainability, and ethics in Portuguese organizations. It is officially recognized as a sectoral standardization body, accredited by the Portuguese Institute for Quality (IPQ), operating within a national standardization framework. In this capacity, APEE coordinates the development of Portuguese standards in areas including ethics and compliance, social responsibility, gender equality, ESG (environmental, social and governance), ethics and integrity in sport, and social response services and integrated sustainable care. Its standardization work contributes to the basic infrastructure that supports responsible business behavior and sustainable economic development. For more information visit https://apee.pt/.
Source World Institute of Health
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