The key facts

  • Lisbon was named Europe's best city destination and best cruise destination at the World Travel Awards Europe 2026.
  • The ceremony took place on 17 October at the Hyatt Regency Kotor Bay Resort in the Bay of Kotor, Montenegro — the first time in the Balkans in the awards' 33-year history.
  • The Lisbon Tourism Association highlights a strategy to attract tourists who stay longer and spread out across the entire region.

Two Awards for the Portuguese Capital

Lisbon has been named Europe's best city tourist destination by the World Travel Awards Europe 2026. In addition, the Portuguese capital received the title of Europe's best cruise destination. Both awards were presented on Saturday, 17 October, at a ceremony in the Bay of Kotor in Montenegro.

Reaction from the Lisbon Tourism Association

In a press release, the Lisbon Tourism Association states that the awards 'confirm Lisbon's international appeal and the diversity of its tourism offering'. The association's general director, António Valle, noted that the prizes show 'how unique and authentic a destination Lisbon is', and that the city 'stands out from leading European destinations by betting on its own identity while at the same time responding to the most varied motivations for travel'. According to him, the awards are also 'recognition of the collective work to raise the quality and value of the tourism offering', help strengthen the local economy and confirm the authenticity and distinctiveness of the capital. Valle added that 'Lisbon is increasingly setting trends in international tourism, creating value both for those who visit and for those who live and work here'.

Destination Development Strategy

The Lisbon Tourism Association emphasised that the focus on improving the quality of the tourism product, preserving heritage and culture, and on the diversity of experiences across the entire Lisbon metropolitan area remains a key factor of international competitiveness. According to the association, this strategy is aimed at attracting tourists who stay longer, explore different parts of the region and contribute to creating greater economic and social value.

About the Awards and the Venue

The World Travel Awards are considered among the most prestigious international awards in the tourism sector and annually recognise destinations, hotels, airlines and other industry players. This year's ceremony was held at the five-star Hyatt Regency Kotor Bay Resort in the Bay of Kotor in south-western Montenegro on the Adriatic Sea; the bay itself is included on the UNESCO World Heritage List. It is the first time in the awards' 33-year history that a Balkan country has hosted the ceremony.