Lisbon has strengthened its position as one of Europe’s most compelling urban destinations, winning both Best City Destination in Europe and Best Cruise Destination in Europe at the World Travel Awards Europe 2026. The awards were presented on Saturday, 17 October, during a ceremony in Kotor Bay, Montenegro.
Recognition For A Broader Tourism Strategy
In a statement, the Lisbon Tourism Association said the distinction highlights the capital’s international appeal and the breadth of its tourism offering. The recognition, it added, reflects a destination that has managed to combine heritage, culture, and visitor experience in a way that resonates across markets.
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António Valle, director-general of the Lisbon Tourism Association, said the awards confirm Lisbon’s standing as a distinctive and authentic destination. According to Valle, the city differentiates itself from Europe’s major competitors by preserving its identity while adapting to diverse travel motivations.
He also framed the awards as acknowledgement of a wider collective effort to improve and expand the tourism product. In his view, the result is not simply a branding win, but a signal that Lisbon’s tourism model is delivering value for the local economy.
Why Lisbon Continues To Stand Out
Valle said the awards reinforce the authenticity and identity that distinguish the Portuguese capital from other leading European cities. He added that Lisbon is increasingly helping shape the international tourism conversation by creating value for both visitors and residents.
The association also emphasized that ongoing investment in heritage, culture and experience diversification across the Lisbon Metropolitan Area remains central to the destination’s competitiveness. That strategy, it said, is designed to attract travellers who stay longer, explore beyond the city centre and contribute more meaningfully to the regional economy.
A Prestigious Global Platform
The World Travel Awards are among the most respected honours in global tourism, recognising excellence across destinations, hotels, airlines and other industry players. This year’s ceremony was held at the Hyatt Regency Kotor Bay Resort, a five-star property on the Adriatic coast in south-west Montenegro.
The event carried added significance: it was the first time Montenegro had hosted the awards in the programme’s 33-year history. Set against the backdrop of a UNESCO World Heritage site, the ceremony underlined the growing importance of the awards as a benchmark for tourism leadership across Europe and beyond.
