A study by the consultancy firm OnStrategy, reported by ECO, reveals that the financial value of the "Portugal" brand has reached €257.1 billion—equivalent to 83.3% of the national GDP in 2025. In terms of image and reputation, Portugal scored 61.7 points, ranking 21st out of the 30 countries analyzed.
According to the study, which surveyed over 140,000 people, both domestic and international tourists and business leaders stand out as the primary ambassadors for Portugal. The country’s beauty, values, culture, and traditions are among its most highly regarded attributes, achieving levels of excellence in both domestic and international markets.
Regarding specific sectors, Travel & Tourism and Food & Beverage play a particularly significant role in shaping the nation's reputation. Among the 500 Portuguese brands evaluated, Delta and Vista Alegre stand out for their high levels of excellence among the domestic audience.
The findings underscore the importance of identity, origin, and the promotion of Portuguese products as key factors for differentiation and for projecting the "Portugal" brand.

Source: ECO – Tourists and business leaders are the “primary ambassadors” for Portugal