Residents of the Autonomous Region of Madeira lead online purchases of tourist services in Portugal, with 47% using digital platforms. This data comes from the II Study "Online Consumption in Portugal 2026", released by Webloyalty.
The Azores and the district of Faro follow with 41% each. The study also indicates that 77% of Portuguese people plan to buy tourist services online this year, demonstrating the growing importance of the digital channel in holiday planning.
Travel is the fourth most frequent online purchase category (35%), behind fashion, technology, and health/beauty products. Accommodation is the most booked service online (60%), followed by tickets/activities (42%) and transport (41%).
